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  
June 2015 $602 million
5%
$8,101 million
6%
June 2014 $571 million $7,676 million
     
Direct-to-Consumer Shipments » Month   12 Months  
June 2015 $92 million
6%
$1,901 million
14%
June 2014 $87 million $1,669 million
     
Winery Job Index » Month   12 Months  
June 2015 366
22%
261
19%
June 2014 300 220
     
 
MORE » Released on 07.15.2015
 
 
 
 
 
 
 
 
 
 
 
 
 
 

 

Direct To Consumer
Wine Shipping Report
2015
 
Download full report »
 
 

Practical Winery & Vineyard Library
 
Search the PWV archive »
 
 

CALENDAR
  • July 31 - August 2
     
    West of West
     
  • August 1
     
    Urban Wine Xperience
     
  • August 7
     
    International Cold Climate Wine Competition
     
  • August 8
     
    Wind to Wine Festival
     
  • MORE »
 

READER COMMENTS
 
Article: The Spiciest Wines You Have Ever Tasted »
 
There are some wines from New Mexico are infused with pepper flavors. Also, The Wine...
Reader: Guest
 
Article: Does Red Blotch Affect Wine? »
 
I have a grapevine in my polytunnel in east London which is showing signs of...
Reader: Guest
 
Article: Central Coast Wine Harvest Begins »
 
Here at Flying Goat Cellars in Lompoc we harvested last week the Bien Nacido Pinot...
Reader: Guest
 
Article: The Spiciest Wines You Have Ever Tasted »
 
I'm curious as to how 'guest' defines wine and their rational for claiming this is...
Reader: Rob McDonald
 
Article: The Spiciest Wines You Have Ever Tasted »
 
This is not wine. This is aromatized drink. Like vermouth.
Reader: Guest
 
 


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
 Wine Consultant
 Chicago, IL
DTC, Tasting Room and Retai
 Living The Dream - Ltd...
 Tampa, FL
Sales and Marketing
 Tasting Room Lead
 Woodinville, WA
DTC, Tasting Room and Retai
 Harvest Intern And Ass...
 Newberg, OR
Cellar, Lab and Production
 Part Time Tasting Room
 Napa, CA
DTC, Tasting Room and Retai
 Area Sales Manager-Ora...
 Orange County, CA
Sales and Marketing
 Tasting Room Associate
 Sherwood, OR
DTC, Tasting Room and Retai
 Accounts Payable Speci...
 Napa, CA
Finance
 Office Manager / Compl...
 Healdsburg, CA
General Administration and
 Sales Representative
 Phoenix/Scottsdale & Northern Arizona, AZ
Sales and Marketing
 
More Job Listings >>
Follow Us On:
 
 





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

Advertise  |  Site Map  |  Contact Us  |  Privacy Policy
 
 
Copyright © 2001-2015 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.