US wine exports set new record

With $1.43 billion in winery revenues in 2012, wine exports from the United States were up 2.6% compared to the previous year, and a gain for the third consecutive year. Volume shipments reached 424.6 million litres or 47.2 million cases. California accounted for 90% of exports.

"California wine exports continue to increase because of our quality, diversity and value, despite a highly competitive global market, significant trade barriers and a still recovering economy," said Wine Institute President and CEO Robert P. (Bobby) Koch .  "We've worked to create more opportunities to export our wines by supporting our government in opening markets with Free Trade Agreements and other negotiations."     

Of the top markets for California Wines, the European Union's 27-member countries are the largest accounting for $485 million, up 1.7%; followed by Canada, $434 million, up 14%; Hong Kong, $115 million, down 30%; Japan, $111 million, up 6%; China, $74 million, up 18%; Vietnam, $27 million, up 22%; Mexico, $20 million, up 4%; South Korea, $16 million, up 26%.

"Our global campaign supporting our California wine exports communicates California as an aspirational place — its beautiful landscapes, iconic lifestyle, leadership in sustainability, and great wine and food.  All of our marketing activities in 25 countries convey these messages to consumers and trade around the world," said Wine Institute International marketing director Linsey Gallagher. "Additionally, we've expanded these messages to our new California Wines video campaign, Facebook and Twitter social media campaigns across the globe, and are in the process of completing translation of our consumer website, www.discovercaliforniawines.com, into eight languages.  We have also launched a full scale campaign in China to introduce California wines in that expanding wine market."

"Wine Institute is collaborating with our U.S. Government as well as the World Wine Trade Group, the EU and Pacific Rim governments to reduce trade barriers.  In particular, the Trans-Pacific Partnership negotiations and the Asia-Pacific Economic Cooperation "Wine Regulators Forum" are working to implement good regulatory practices that will protect consumers and facilitate trade in our Asia-Pacific markets," said Wine Institute International Trade Policy director balerínky