Wine in a Global context 2009

Wine in a Global context 2009 - 3/31/2009...

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3/31/2009 1 Wine in a Global Context Jim Lapsley, Ph.D. Dept. Viticulture and Enology, UC Davis University Extension, UC Davis Where do the numbers come from? Oiv.int USDA FAS Attache reports Oh, and what the heck is a “Hectoliter”?
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3/31/2009 2 Lecture Objectives Review world trends past 20 years Identify top exporting nations Identify top importing nations Set context for our study of the U.S. market and wine industry 6 Broad Trends Declining production of Old World wine Increasing production of New World wine A movement towards more expensive wine Increased percentage of wine moved between countries Emergence of non wine producing countries as the location of increased consumption Globalization of taste and production? 2007 Top 10 Wine Producers
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3/31/2009 3 World Production of Wine in Millions of HLs A 30% decline in total wine production OIV Data Change in Percent Production 1986 2007 Europe has lost 10% share of production during a period of declining production Why the European Decline? A long trend in Europe through the 20 th Century—this is not something new Movement from a rural to urban environment Alternative beverage availability: beer, softdrinks, safe drinking water, juice ine now is more a style choice than a Wine now is more a style choice than a default beverage in place of water Implication: decline is in commodity wine Per capita consumption in Italy and France has fallen by 50%
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3/31/2009 4 World Production and Consumption of Wine in Millions of HLs Despite a decline in production, wine as a commodity exceeds demand worldwide
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Wine in a Global context 2009 - 3/31/2009...

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