Wines & Vines Home
   
 
Welcome Guest
LOGIN |  CREATE ACCOUNT
 
ADVERTISEMENT
 
 
 
01.07.2013  
 

California Wine Exports in 2013

Wine Institute global promotions continue in the new year

 
by Kate Lavin
 
 
california wine institute asia trip
 
Brent Shortridge greets members of the wine trade at a tasting Ho Chi Minh City, Vietnam.
San Francisco, Calif.—In 2013, Brent Shortridge hopes to open two or three new export markets in Asia for Anders-Lane Artisan Wines, the 120,000-case wine producer and marketing company whose seven brands include Waterstone Winery and Mandolin Wines.

This fall the partner at Anders-Lane traveled to six Asian cities to strengthen sales in areas where Waterstone already has distribution and to expand the reach of Mandolin Wines, which features varietals from the Central Coast. The trip was part of a trade mission organized by the Wine Institute to include two cities where the organization is seeking broader recognition for California wines (Shenzhen, China, and Ho Chi Minh City, Vietnam) as well as a handful of recognized trade partners (Hong Kong; Seoul, South Korea; Taipei, Taiwan, and Tokyo, Japan.)

“Tokyo is what we would call a mature market. We’ve been working in that market for at least 20 years now,” said Shortridge, who serves as chairman of the Wine Institute’s International Program Committee. “It’s one of our top 10 markets around the world. There is a wine culture that is very developed.”

In 2012, exports to Japan totaled $9.5 billion—more than 8% of the market share for U.S. wine exports and a 16.7% increase over 2011 figures.

california wine institute asia trip
 
Sales in Vietnam
Of the countries visited during the tour, Vietnam saw the steepest increase in U.S. wine exports, with a 53% increase in U.S. dollars from 2011 to 2012. The starting number was much lower, however; in 2012 U.S. wine exports to Vietnam were valued at $19.4 million.

In 2012 Vietnam reduced its duty on imported wine to 55%. As recently as 2005 the country had an 80% duty, and a series of regulatory changes may be responsible for the growing imports market. Vietnam is a former French colony, and France is the No. 1 wine exporter to Vietnam. Australia and Chile are vying to claim market share in the country, which is experiencing growth in its upper and middle class.

In emerging markets like Vietnam, Shortridge said, consumers are experiencing California wine for the first time. “Ho Chi Minh City, in Vietnam, is a market seeing some growth in the California wine business,” he said. “People are committed to coming to the show.

“After these trade shows I usually end up having four or five (importers) showing interest in the brand, and then it’s a matter of sending samples and getting their staff to taste. I would expect we’ll be opening up two out of three” emerging markets (Seoul, Ho Chi Minh City and Taipei) for Mandolin Wines.

According to the U.S. Alcohol and Tobacco, Tax and Trade Bureau, the following information is required to be printed on the label of wine imports in Vietnamese: Name/brand; producer/distributor/importer; country of origin; net volume (ml); alcohol content (%) and instructions for preservation. For more information, visit ttb.gov.
california wine institute asia trip
 
Website for China
The final stop of the tour was in Shenzhen, a major Chinese city just north of Hong Kong. According to Shortridge, “just based on population (China) could be a major market.”

For that reason Wine Institute recently launched a website for Chinese-speaking consumers. In addition to promoting California wines, the institute hopes the website will increase wine tourism from China. “People think of Hollywood and travel, but they don’t think of wine and California,” Shortridge said of emerging Asian markets.

SHARE »
Close
 
Currently no comments posted for this article.
 
CURRENT NEWS INDEX »


 
Wines & Vines Home
 
866.453.9701 | 415.453.9700 | Fax: 415.453.2517
65 Mitchell Blvd., Ste. A San Rafael, CA 94903
info@winesandvines.com
Wine Industry Metrics
 
Off-Premise Sales » Month   12 Months  
November 2014 $708 million
5%
$7,844 million
6%
November 2013 $673 million $7,428 million
     
Direct-to-Consumer Shipments » Month   12 Months  
November 2014 $274 million
21%
$1,799 million
16%
November 2013 $225 million $1,558 million
     
Winery Job Index » Month   12 Months  
November 2014 127
-5%
226
15%
November 2013 134 196
     
 
MORE » Released on 12.15.2014
 
 
 
 
 
 
 
 
 
 
 
 
 
 

 
 

FEATURES
 

Practical Winery & Vineyard Library
 
Search the PWV archive »
 
 

Direct To Consumer
Wine Shipping Report
2014
 
Download full report »
 
 

CALENDAR
  • January 7
     
    Putting Your Brand to Work
     
  • January 9-18
     
    Icewine Festival
     
  • January 13-16
     
    VinCO
     
  • January 15
     
    WineFlavor 101B
     
  • MORE »
 

READER COMMENTS
 
Article: Grape Industry Lukewarm on Immigration Act »
 
A band-aid it may be but instead of the negative tone of this article which...
Reader: Guest
 
Article: Oregon Wine Institute Plans for the Future »
 
When Mark is involved, things are going to work out just great! We miss the...
Reader: Peter Bell
 
Article: Spanish Cooper Sells Chinese Oak »
 
I would love to find Us wineries using the Chinese oak barrels. Do you know...
Reader: Guest
 
Article: Prohibition Laws Linger 81 Years Later »
 
Trader Joe's (Union Square) and Whole Foods (Upper West Side) both have wine shops attached...
Reader: Guest
 
Article: Prohibition Laws Linger 81 Years Later »
 
Maybe the economy could use another boost by repealing the post-prohibitionary laws too. Make it...
Reader: csm noble
 
 


Directory/Buyer's Guide — Your Wine Industry Marketplace
 
 
WINERY SEARCH
 
 
Advanced Search »
SUPPLIER SEARCH
   by Product
 by Company Name or Brand
 
Browse by Category »
2015 Directory/Buyer's Guide
The Wines & Vines Directory and Buyer's Guide
 
 
EXPANDED ONLINE SEARCH INCLUDED WITH PURCHASE
 
ORDER NOW »
 
LEARN MORE »
 
 
Wines & Vines Magazine
 
 
LEARN MORE »
 
SUBSCRIBE »
 
Digital Edition Now Available!
Wines & Vines Digital Edition Now Available
 
LEARN MORE »
 
ORDER NOW »
 
 
The Wines & Vines Online Marketing System
 
The Industry Standard winery marketing application
 
FREE LIVE DEMO »
 
VIEW VIDEO »
 
 
 
 
Latest Job Listings
 Assistant Winemaker
 Prosser, WA
Winemaking and Production
 Wine Club And Dtc Mana...
 Calistoga, CA
DTC, Tasting Room and Retai
 Director Of Marketing ...
 Chicago, IL
Sales and Marketing
 Sales Rep - Kansas Cit...
 Kansas City, MO
Sales and Marketing
 Director Of Hospitalit...
 Napa, CA
DTC, Tasting Room and Retai
 Skilled Cellar Worker ...
 Santa Rosa, CA
Winemaking and Production
 Public Relations Accou...
 San Francisco, CA
Sales and Marketing
 Portfolio Marketing Ma...
 White Plains, NY
Sales and Marketing
 Midwest Regional Sales...
 Midwest Usa, IL
Sales and Marketing
 Vineyard Manager
 St. Helena, CA
Vineyards
 
More Job Listings >>
Follow Us On:
 
 





Home  |  About Us  |  Editors  |  Subscribe  |  Print Edition  |  Digital Edition

Advertise  |  Site Map  |  Contact Us  |  Privacy Policy
 
 
Copyright © 2001-2014 by Wine Communications Group, Inc. All Rights Reserved.
No material may be reproduced without written permission of the Publisher.
Wines&Vines does not assume any responsibility for any unsolicited manuscripts or materials.