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Vines of Mendoza
San Francisco
September 2013
Nora Z. Favelukes
U.S. Adult
Per Consumption
Capita Table Wine
Wine
Consumption
Population
Growth
Adults per vs.
Capita
/ Population
Adult
Population
134
164
154
147
194
184
173
211
2.81
2.58
2.98
3.08
2.13
1.96
1.78
For the 19th year in a row wine
sales have continued to grow in
the US market, at a rate of 2.9% in
2012
1.05
70
228
2.46
2.29
Gallons per
Adult
222
75
80
Source: Census Bureau – Wine Information Group
85
90
95
00
05
10
12
2012: 228 Million Adults
(millions by segment)
100
78
50
Beer / Liquor
Source: Wine Market Council 2012
Non Drinkers
Wine Drinkers
Consumers: Core vs. Marginal
1994 - 2012
(Percentage by segment)
Source: Wine Market Council 2012
Core Wine Drinkers by Generation, 2012
(Percent by generation)
40
Older Millennials
28
19%
20
Younger Millennials
12
9%
Millennial
Source: Wine Market Council 2012
Gen X
Baby Boomer
67+
Consumers by Gender
(Percentage)
Source: Wine Market Council 2012
Wine Shipments by Volume 9 L Cases
January / July – 2012/2013
18,000.00
16,000.00
1%
14,000.00
12,000.00
10,000.00
8,000.00
6%
14%
6,000.00
4,000.00
7%
Cases
2,000.00
13%
10%
17%
0.00
Italy
2012 15,557.20
2013 15,685.90
France
Australia
Argentina
4,941.60
5,622.00
7167.6
7562.2
3,321.80
3,561.60
Source: U.S. Department of Commerce, Gomberg, Fredrikson & Associates
New
Zealand
1,518.70
1,779.80
Spain
Chile
2,517.70
2,839.90
3,449.60
3,806.90
Imported Wine Shipments by Value
January/July - 2012/2013
800,000
6%
700,000
600,000
12%
500,000
400,000
300,000
5%
200,000
12%
19%
15%
10%
Spain
Chile
108,457
125,071
112,500
123,507
100,000
0
2012
2013
Italy
France
Australia
Argentina
696,153
739,491
439,506
491,405
221,207
233,049
131,522
146,751
Source: U.S. Department of Commerce, Gomberg, Fredrikson & Associates
New
Zealand
105,281
125,169
Bulk Wine Exports to the U.S.
Source: U.S. Department of Commerce, Gomberg, Fredrikson & Associates
Nielsen Report FDL
(Food, Drug & Liquorstores)
Argentine Wine Sales:
4 Weeks period ending on August 17, 2013:
Volume +7.5%
Dollars + 10.2% %
52 weeks ending on August 17, 2013
Volume 6.3%
Dollars 12.6%
Retail wine numbers are strong at $13.3 billion in 2012 (Nielsen)
Source: Nielsen Report FDL (Food, Drug & Liquorstores) August 2013
Nielsen Report FDL
(Food, Drug & Liquorstores)
Malbec Wine Sales:
4 Weeks period ending on August 17, 2013:
Volume +12.1%
Dollars + 11.5%
52 weeks ending on August 17, 2013
Volume 13%
Dollars 12.7%
Source: Nielsen Report FDL (Food, Drug & Liquorstores) August 2013
U.S. Imports: Bottled Dessert and Table Wines Over 14%
2012 -2013
Value in Dollars
Country
Shipment in Cases
2013
Change
%
$ 57,353.00
32%
293.1
406.3
39%
Argentina $ 38,606.00 $ 44,180.00
14%
610.3
691.9
13%
France
$ 31,576.00
$ 42,654.00
35%
212.2
263.2
24%
Spain
$ 25,089.00
$ 31,334.00
25%
395.1
486
23%
Australia
$ 32,693.00
$ 29,522.00
-10%
411.8
336.2
-18%
Portugal
$ 20,917.00
$ 23,185.00
11%
217.6
235
8%
Chile
$
$ 10,895.00
21%
118.3
138.8
17%
Italy
2012
$ 43,517.00
9,000.00
Source: U.S. Department of Commerce, Gomberg, Fredrikson & Associates
2012
2013
Change
%
Top 15 Varietals Exported to the U.S
August 2012-2013
Varietal
Malbec
Cabernet Sauvignon
Generic Reds
Chardonnay
Torrontes
Generic Whites
Pinot Noir
Pinot Gris
Syrah
Merlot
Sauvignon Blanc
Bonarda
Cabernet Sauvignon - Malbec
Rose Malbec
Tempranillo
US$ FOB
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
188,629,731
24,046,544
20,659,091
7,473,152
6,761,368
3,184,167
2,710,940
1,809,591
1,776,800
1,585,003
1,387,080
1,344,670
1,163,021
1,064,975
1,026,340
Source: Top Varietals Exported to US 2012-2013 – Vinos de Argentina
9 Liter Cases
4,817,697
588,113
397,255
212,382
186,919
129,753
55,250
55,969
80,370
42,145
45,648
38,713
21,797
29,293
39,633
US$ FOB
Per Case
$
39.15
$
40.89
$
52.00
$
35.19
$
36.17
$
24.54
$
49.07
$
32.33
$
22.11
$
37.61
$
30.39
$
34.73
$
53.36
$
36.36
$
25.90
Imported Table Wine Shipments
% Change by Color YTD to June, 2013
Source: U.S. Department of Commerce, Gomberg, Fredrikson & Associates
Malbec
 Millennial generation wine of choice
 It gave Argentina a unique identity in the world
 Critical success factors for sommeliers: competitive
pricing and delivering taste/quality
 Sold at all price levels:
 Retail mostly in the $ 8 - $30 a bottle range
 Restaurant mostly in the $30 -$100 a bottle
range.
Source: Bordeaux Management School – BEM – France
Argentine Malbec Exports to the US: 2004 - 2012
YEAR
US$ FOB
CHANGE
SHARE
OVER
TOTAL
2004
14,714,189
///
35.1%
477,569
///
25.5%
2005
21,038,556
43.0%
36.7%
626,572
31.2%
27.8%
2006
33,144,822
57.5%
43.8%
901,645
43.9%
34.9%
2007
49,800,539
50.3%
48.9%
1,314,011
45.7%
40.3%
2008
79,999,908
60.6%
54.6%
2,114,945
61.0%
47.8%
2009
112,489,268
40.6%
59.3%
3,159,340
49.4%
54.3%
2010
147,173,588
30.8%
65.1%
4,164,909
31.8%
59.9%
2011
173,204,448
17.7%
67.3%
4,581,445
10.0%
64.7%
2012
187,919,808
8.5%
68.7%
4,713,094
2.8%
67.3%
Source: Argentina Exports Statistics from Wines of Argentina
9 LITERS
CASES
CHANGE
SHARE
OVER
TOTAL
Argentine Malbec Exports to the US: 2004 - 2012
200,000,000
180,000,000
160,000,000
140,000,000
120,000,000
100,000,000
80,000,000
60,000,000
40,000,000
20,000,000
0
2004 2005 2006 2007 2008 2009 2010 2011 2012
9 Liters Cases
Source: Argentina Exports Statistics from Wines of Argentina
U$D Value
Bottled Wine Exports to U.S.
Price Segments 2012-2013
VOLUME (9 LITER
CASES)
US$ FOB
Price Segment
2012
2013
Change
%
2012
2013
Change
%
SEG 1 - Px ≤ US$ 18
14,860,149
9,174,706
-38.30%
986,285
601,962
-39.00%
SEG 2 - US$ 18 < Px ≤ US$ 29
80,072,708
77,999,371
-2.60%
SEG 3 - US$ 29 < Px ≤ US$ 40
90,590,884
102,196,844
12.80% 2,632,397 2,964,684 12.60%
SEG 4 - US$ 40 < Px ≤ US$ 90
132,239,689
139,464,470
5.50%
SEG 5 - Px > US$ 90
30,910,987
31,012,811
0.30%
TOTAL BOTTLED WINE
Source: CAUCASIA Wine Thinking
3,387,441 3,270,468 -3.50%
2,394,692 2,557,665
215,273
227,534
6.80%
5.70%
348,674,417 359,848,202 3.20% 9,616,087 9,622,311 0.10%
More wine is being sold in
drug stores and other
chains such as Walgreens
and Dollar General
The sweet spot for
wine pricing is
$10 – $14.99
Online wine sales are
finally coming into
their own, with 74%
of consumers
purchasing wine from
winery websites and
68% from Wine.com
Source: Trends in the US Wine Industry in 2013 – Liz Thach MW
The hottest varietals are
still Moscato,
Malbec and sweet
red blends.
Americans still enjoy buying
wine from Argentina, New
Zealand and Spain, but
wine purchases have
declined from Australia and
Germany.
The US still imports
almost 30% of all wine
sold in the country.
Source: Trends in the US Wine Industry in 2013 – Liz Thach MW
Top 25 Argentine Exporters to the U.S.
Winery
$FOB
9 L CASES
$ FOB / 9 L
CASE
Esmeralda
$43,241,584.22
1,060,035
$
40.79
Peñaflor
$24,426,798.69
871,411
$
28.03
Trivento
$11,935,159.95
461,902
$
25.84
Escorihuela
$10,617,613.55
262,260
$
40.49
Norton
$ 9,106,814.16
187,648
$
48.53
Puerto Ancona
$ 8,249,660.88
155,553
$
53.03
Chandon
$ 8,029,701.79
138,397
$
58.02
Zuccardi
$ 7,535,341.89
210,626
$
35.78
Dominio Del Plata
$ 7,304,834.35
140,055
$
52.16
Doña Paula
$ 6,081,209.00
134,048
$
45.37
Source: Top Argentine Exporters of Argentina – Vinos de Argentina
Top 25 Argentine Exporters to the U.S. – Cont’d
Winery
Diageo Argentina
Finca La Celia
Valentin Bianchi
Lavaque
Pascual Toso
Leoncio Arizu
Salentein
Flichman
Fincas Patagonicas
La Rural
Florida Del
Tupungato
Bodegas Fabre
Pernod Ricard
Alta Vista
Viña Cobos
$FOB
9 L CASES
$
$
$
$
$
$
$
$
$
$
4,939,806.40
4,498,478.51
4,436,676.70
4,102,160.32
3,975,821.42
3,740,393.53
3,541,245.24
3,419,196.67
3,030,063.80
2,981,288.01
82,784.00
211,221.00
171,635.00
130,291.00
110,451.00
74,549.50
99,594.00
98,040.00
82,172.83
77,181.33
$
$
$
$
$
2,890,177.99
2,819,394.01
2,757,542.24
2,612,446.82
2,587,115.00
19,101.08
64,859.00
71,468.00
49,700.83
31,457.17
$ FOB / 9 L
CASE
$
$
$
$
$
$
$
$
$
$
59.67
21.30
25.85
31.48
36.00
50.17
35.56
34.88
36.87
38.63
$ 151.31
$
43.47
$
38.58
$
52.56
$
82.24
Source: Top Argentine Exporters of Argentina – Vinos de Argentina
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