Wines & Vines Home
   
 
Welcome Guest
LOGIN |  CREATE ACCOUNT
 
ADVERTISEMENT
 
 
 
08.06.2008  
 

Northwest Eyes Asian Exports

Washington sees growing market, Oregon is more cautious

 
by Peter Mitham
 
 
Total annual wine exports from Oregon to Asia
 
Recent annual cumulative wine exports from Oregon to Asia
 
The world's eyes will turn to China this Friday as the summer Olympics begin, but wineries in the Pacific Northwest are finding Chinese consumers turning their eyes east across the Pacific in search of premium wines.

Northwest wine exports to China and points across Asia have been on the upswing in recent years, expanding beyond Japan to South Korea and other countries.

While marketing efforts in Japan by the Washington Wine Commission (WWC) and Oregon Wine Board enjoy funding under the federal Market Access Program, efforts by individual importers to introduce Northwest wines to South Korea and other markets are paying off.

South Korea is now the third-largest overseas market for Oregon wine, ahead of the U.K., one of the state's official export targets. Meanwhile, at least six South Korean importers are now bringing in Washington State wines.

The growth of interest has been so significant that the WWC applied for additional federal funding under the Value-Added Producer Grant program earlier this year to support formal marketing activities in Korea and China (as well as Montreal, a growing market in Canada). The amount of growth is surprising given the lack of formal marketing initiatives, said Lily Huynh, export manager for the WWC, but she said the rising sales underline the opportunities available to the region's wineries.

"It's definitely amazing that it's grown in that way without any formal targets-without us doing trade or consumer tastings out there or having any kind of official marketing plan," Huynh told Wines & Vines. "There is an opportunity for increasing sales."

Asia is fertile ground for market development, she added, because people don't have the same bias towards wines from Europe that many other markets have. By the same token, there's also a hunger for information about wine.

Huynh said she's heard of high-end restaurants in China where the common practice was to serve reds chilled and whites at room temperature. It wasn't because customers were requesting the practice, but because staff didn't know the traditional practice was the opposite of what they were doing.

But bringing Asia's consumers up to speed isn't what the Northwest region should be doing, said Katie Stoll, senior marketing manager with the Oregon Wine Board. She explained that Oregon will let better-established areas develop consumer awareness in Asia and educate local consumers regarding premium wines before it commits significant efforts to marketing in the region.

This is particularly true of China, a territory that Oregon exporters have attempted to conquer before with scant success. An importer is currently active there, but Stoll doesn't know that any shipments have been made.

The big challenge, she said, is in the sophistication of the consumers and awareness of what Oregon has to offer. It doesn't yet have the profile other regions do, she explained, and Chinese awareness of premium wines is still developing.

Moreover, since exports account for just 2.5% of the state's total sales, Asia is a really small part of its overall market. "Japan is it," Stoll said.

Oregon shipped just under 13,364 cases of wine last year to Japan, second only to Canada as the state's biggest wine export market. A total of 2,831 cases were shipped to South Korea, the majority going to one importer. An additional 668 cases were shipped to points elsewhere in Asia, including Singapore, Taiwan, Hong Kong and China.

Washington state, by contrast, shipped 11,000 cases to Japan in 2006, and a total of 47,000 cases to Asia as a whole.

Japan, the People's Republic of China, Taiwan, South Korea and Singapore, respectively, are the major importers of wines from Canada. Three-quarters of Canada's wine exports are from Ontario, about half of those ice wines.

For more on exporting, click on "Case Studies in Exporting" by Laura Ness at: winesandvines.com/template.cfm?section=features&content=50634
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  
May 2015 $607 million
7%
$8,068 million
5%
May 2014 $569 million $7,651 million
     
Direct-to-Consumer Shipments » Month   12 Months  
May 2015 $141 million
4%
$1,896 million
14%
May 2014 $135 million $1,657 million
     
Winery Job Index » Month   12 Months  
May 2015 355
15%
256
20%
May 2014 308 213
     
 
MORE » Released on 06.15.2015
 
 
 
 
 
 
 
 
 
 
 
 
 
 

 

Direct To Consumer
Wine Shipping Report
2015
 
Download full report »
 
 

Practical Winery & Vineyard Library
 
Search the PWV archive »
 
 

CALENDAR
  • July 7
     
    Sanitation Seminar, Napa
     
  • July 8
     
    Sanitation Seminar, Greenfield
     
  • July 9
     
    Sanitation Seminar, Solvang
     
  • July 9-10
     
    Wineries, Breweries and Distilleries
     
  • MORE »
 

READER COMMENTS
 
Article: B.C. Eyes New Wine Appellation Rules »
 
Slight misquote or perhaps I misspoke so I will clarify the thought: People were not...
Reader: Guest
 
Article: Pull Red Blotch Vines, Get Paid »
 
Maybe this would be a good time for the USDA to allocate some of its...
Reader: Guest
 
Article: Wine E-commerce Remains a Niche »
 
This shouldn't be a surprise. E-commerce is only about 5-7% of overall retail across the...
Reader: Barbara Insel
 
Article: Pull Red Blotch Vines, Get Paid »
 
I worked for a year with USDA in Washington to get Red Blotch identified as...
Reader: Bob Dempel
 
Article: Pull Red Blotch Vines, Get Paid »
 
I'll bet anyone in Napa and Sonoma counties I can find GRBaV in their red...
Reader: Guest
 
 


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
 Tasting Room Associate
 St. Helena, CA
DTC, Tasting Room and Retai
 Vineyard Manager-Viney...
 Healdsburg, CA
Vineyards
 Consulting Winemaker
 Sierra Foothills, CA
Winemaker/Enologist
 Tasting Room Associate
 Healdsburg, CA
DTC, Tasting Room and Retai
 Administrative Assista...
 St. Helena, CA
General Administration and
 Chain Sales Consultant
 All, FL
Sales and Marketing
 Regional Sales Directo...
 Usa, NA
Sales and Marketing
 Winemaker
 Napa Valley, CA
Winemaker/Enologist
 Cellar Master
 Paso Robles, CA
Cellar, Lab and Production
 Wine Sales Professiona...
 Southborough, MA
DTC, Tasting Room and Retai
 
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.