WHERE TO EXPORT?

Asian market

The export of wines to the Asian market has experienced notable trends and changes in recent years.

In China
Once a major importer, wine imports to China have significantly decreased. In 2023, China imported about 114.8 million liters less, marking a significant shift in its consumption habits and economic priorities. Despite this decline, wine remains a symbol of prestige and luxury, with growing interest among young consumers who prefer lighter wines with fruity aromas.

In Japan and South Korea
These markets have shown robust growth. In Japan, wine imports increased by 28% in 2022, while in South Korea, they rose by 18%. Both countries are becoming increasingly important for wine exporters due to their expanding wine-consuming populations and a growing preference for premium and diverse wines. This growth is driven by increasing disposable incomes and a cultural shift towards Western lifestyle influences.

In Southeast Asia and Taiwan
There is a growing interest in wines from sustainable and organic agricultural practices. Taiwan and Southeast Asia are emerging markets where consumers are becoming more aware of the environmental impact of their choices, favoring organic, biodynamic, and natural wines.

In Australia and New Zealand
These countries play an important role in the Asian wine market, particularly in China, Japan, and South Korea. Their proximity and competitive pricing give them an advantage.

Overall, the Asia-Pacific region remains a dynamic and promising market for global wine exporters. Despite economic challenges and fluctuating demand in some areas, the general trend is towards increased consumption, particularly of premium and sustainable wines, highlighting the region's long-term potential in the global wine industry. 

(Sources :  Vinetur – OIV – Wine Institute – Just Drinks)

American market

In 2023, wine exports to North America (USA, Canada) and Latin America (Argentina, Mexico, Brazil, etc.) exhibited diverse and interesting trends.

North America
The global pandemic continued to influence wine markets in North America. The United States, with an annual consumption of 12.2 liters per capita, experienced a marked shift towards e-commerce and home delivery, which had already been amplified by COVID-19 restrictions. Online wine sales skyrocketed, with a 119% increase during the pandemic, reinforcing the importance of dedicated web platforms. In 2023, wine imports to the United States maintained a positive trend. France recorded a 13% increase in its exports to the United States, while Portugal and South Africa saw their figures rise by 18% and 13%, respectively.

Latin America
Latin America, with its 650 million consumers, also saw notable growth in wine consumption. Wine imports reached $2 billion, and consumption doubled compared to previous years. In Brazil, imports of still wine (in containers of less than 2 liters) increased by 44% in two years. Latin American consumers are showing a growing interest in foreign wine appellations, particularly IGP, AOP, and AOC, with strong preferences for products from Argentina, Uruguay, and Chile.

Consumption Trends
Consumers, while price-sensitive, are increasingly seeking higher-quality products. In the United States, about 10% of wine drinkers consume it daily, and 50% at least once a week. Higher socio-professional categories tend to seek premium wines and novelties, thereby influencing market trends.

Despite the challenges posed by the pandemic, political uncertainties, and economic crises, North and South American markets still offer numerous opportunities for wine producers willing to adapt to new consumption habits and emerging distribution networks. In 2023, the United States imported 1.311 billion liters of wine, valued at 5.16 billion euros, representing an increase of nearly 7% compared to the previous year.

(Sources :  IWSR -2023 | FAO – 2023  | Euromonitor International – 2022.2023 |  OIV – 2023 )

European market

The wine market in Europe is one of the most developed and prestigious in the world, with a long history and a strong influence on global trends.

The Wine Market in Europe
The main wine-producing countries in Europe are France, Italy, Spain, and Germany. These countries represent a large share of the world's wine production. For example, in 2022, France produced approximately 45 million hectoliters, Italy 50 million hectoliters, and Spain 38 million hectoliters.The European wine market is marked by a growing demand for organic wines and wines from sustainable viticultural practices. European consumers, particularly in France and Germany, show increased interest in environmentally friendly products.
Wine consumption in Europe remains high, with countries like France, Italy, and Germany leading. France, with an average annual consumption per capita of about 47 liters, is one of the highest in the world.

European Wine Exports
European wines are widely exported, with the United States, China, and the United Kingdom as the main importers. In 2022, EU exports reached nearly 30 billion euros. Brexit has complicated exports to the United Kingdom, despite its status as a major market for European wine. European wines are gaining popularity in emerging regions like Africa and South America, opening new opportunities for exporters.

In summary, the wine market in Europe is characterized by high production and consumption, with a growing trend towards sustainable and organic products. European wine exports continue to dominate the global market, although challenges such as Brexit and increasing competition require continuous adaptations.

(Sources :  Wine Intelligence – 2023 | OIV – 2023  | The Drinks Business | INAO)