2008 The IWSR Global Wine Handbook LOCAL KNOWLEDGE, GLOBAL INTELLIGENCE
2008 The IWSR Disclaimer: While at all times The IWSR tries to ensure that the information presented in the database and reports is as accurate as possible, The IWSR assumes no responsibility for any inaccurate information or decisions based on such information. Copyright: Please note that all information is copyrighted. It may not be disseminated to any third party at any time in any form, expect with prior written agreement from The IWSR. When using the information, The IWSR should always be quoted as the source, unless an alternative source is attributed by The IWSR. The IWSR 254-258 Goswell Road London EC1V 7EB T: +44 20 7689 6841 F: +44 20 7689 6827 Email: info@iwsr.co.uk www.iwsr.co.uk
Foreword Welcome to the second edition of The IWSR s Global Wine Handbook. The aim is to provide any executive interested in exports with a single source of key, reliable information. In all, 80 key markets were selected, which together account for 98.4% of global still light wine sales (excluding duty free/travel retail). Each twopage country profile provides: - the country s total wine market trend over the past five years - the trends of the leading five countries supplier - the shift in consumption of wine by colour - a summary of consumption by price point The information is drawn from our global database covering in all 233 countries and territories. To find out more about any market, contact us via the details shown opposite. We trust that you will find this new Handbook an essential resource and look forward to any comments you may have. Alastair Smith Managing Director The IWSR Global Wine Handbook 2008 1
Contents Section 1: Global Wine Summaries Global Wine Consumption by Volume: 99-07/F 08...4 SLW Consumption New World v Old World: 99-07/F 08...4 Top 10 Fastest Growth Markets by Volume 07 on 06...5 Top 10 Imported Growth Markets by Volume 07 on 06...5 Global Still Light Wine Market by Colour - 2003 v 2007...6 Top 10 Countries by Colour - Red Wine 2007...6 Top 10 Countries by Colour - White Wine 2007...7 Top 10 Countries by Colour - Rose Wine 2007...7 Top 100 Countries Consumption by Volume Ranked on 07...8 Top 100 Imported Wine Markets by Volume Ranked on 07...10 Global Market by Price Point - 2007 - Top 5 Countries...12 Top 5 Markets for Leading Exporting Supplier Countries...13 Section 2: Country Profiles Albania...14 Argentina... 16 Australia... 18 Austria... 20 Bahamas... 22 Belarus... 24 Belgium / Lux... 26 Bolivia... 28 Bosnia... 30 Brazil... 32 Bulgaria... 34 Canada... 36 Canary Islands... 38 Chile... 40 China... 42 Colombia... 44 Costa Rica... 46 Croatia... 48 Cuba... 50 Cyprus... 52 Czech Republic... 54 Denmark... 56 Dominican Republic... 58 Ecuador... 60 Egypt... 62 Estonia... 64 Finland... 66 France... 68 Georgia... 70 Germany... 72 Greece... 74 Guadeloupe... 76 Hong Kong... 78 Hungary... 80 Iceland... 82 India... 84 Ireland... 86 Israel... 90 Italy... 92 Japan... 94 Kazakhstan... 96 Latvia... 98 Lithuania... 100 Macedonia... 102 Malaysia... 104 Martinique... 106 Mexico... 108 Morocco...110 Netherlands...112 New Zealand...114 Norway...116 Panama...118 Paraguay... 120 Peru... 122 Philippines... 124 Poland... 126 Portugal... 128 Puerto Rico... 130 Romania... 132 Russia... 134 Serbia & Montenegro.. 136 Singapore... 138 Slovak Republic... 140 Slovenia... 142 South Africa... 144 South Korea... 146 Spain... 148 Sweden... 150 Switzerland... 152 Taiwan... 154 Thailand... 156 Tunisia... 158 Turkey... 160 Ukraine... 162 United Kingdom... 164 Uruguay... 166 USA... 168 US Virgin Islands... 170 Venezuela... 172 Vietnam... 174 2 The IWSR Global Wine Handbook 2008
Definitions & Explanation of Data Litres Per Capita: All per capita information is based on total population. Still Light Wines (SLW): Includes wine that is made by the fermentation of grapes up to a strength of 15%. This section also includes Perle/Frizzante wines (slightly carbonated wine) such as Lambrusco. All volume figures shown are shown in 000 9 Litre Cases (12 x 75cl bottles). Price analysis is based on retail prices taken during field research from the leading supermarkets. This is then tied back to the volume of leading brands/regions/houses. The varying importance of onpremise volumes makes this exercise more or less problematic. All figures try to reflect actual consumption as far as possible. This means figures for sales by country of origin may exclude any bulk wines used for blending local wines, as these are included under local wine volume statistics. Feedback: The Still Light Wine markets are often very large and only lightly branded, which makes for uncertain data. All feedback from clients on sales by price segment, colour and brand volumes is very welcome. Methodology The IWSR uses a wide range of sources depending on the country in question. In all cases we try to use official local statistics (whether government tax figures, import/export statistics). In all cases, this is modified by field trips made by The IWSR researchers each year to each of the markets. During these trips, The IWSR researchers tap into the local expertise of leading retailers, distributors, importers and producers. In all, well over a 1,000 people are interviewed each year. The IWSR Global Wine Handbook 2008 3
Poland Population: 38,519,000 Litres per capita 98: 1.1 Litres per capita 07: 2.0 % of Imports: 100.0% SLW Consumption: 2003-2007 / F2008 - by Volume 9,000 8,800 8,829 8,600 8,400 8,460 8,200 000's 9Litre Cases 8,000 7,800 7,600 7,400 7,400 7,650 7,850 7,200 7,000 6,800 6,800 6,600 2003 2004 2005 2006 2007 F2008 SLW Consumption: Local -v- Imported - by Volume Category 2003 2004 2005 2006 2007 F2008 Total 6,800 7,400 7,650 7,850 8,460 8,829 Local Imported 6,800 7,400 7,650 7,850 8,460 8,829 All units shown refer to 000 s 9 litre cases. 4 The IWSR Global Wine Handbook 2008
SLW Consumption of Imports: Top 5 Countries - by Volume Share Share % Chg Category 2003 2004 2005 2006 2007 F2008 03 07 07-06 Total 6,800 7,400 7,650 7,850 8,460 8,829 100.0% 100.0% 7.8% 1. Bulgarian 1,580 1,650 1,740 1,650 1,610 1,550 23.2% 19.0% -2.4% 2. French 820 900 650 600 670 710 12.1% 7.9% 11.7% 3. US 190 220 380 460 625 690 2.8% 7.4% 35.9% 4. Spanish 280 310 357 400 465 525 4.1% 5.5% 16.2% 5. Italian 280 320 345 370 450 510 4.1% 5.3% 21.6% Other 3,650 4,000 4,178 4,370 4,640 4,844 53.7% 54.8% 6.2% SLW Consumption by Colour - %Share 2003 2007 44% 44% 1% 55% 2% 54% Red Rose White SLW Consumption by US$ Price Segment: 2007 - %Share Category Over 20.00 15-19.99 10-14.99 5-9.99 Under 5.00 Total 0.1% 0.6% 3.7% 26.8% 68.8% Local - - - - - Imported 0.1% 0.6% 3.7% 26.8% 68.8% The IWSR Global Wine Handbook 2008 5