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Wine Industry An overview of the industry; from history, to laws, market and
investor outlooks in the U.S.
Page Title: Page Numbers:
History of Wine in the U.S.
5
U.S. Profile 9
Federal Laws & Regulations
16
State Regulations 30
Trading Landscape 46
Consumer Profile 57
Wine Varieties in the U.S. 64
Pricing 93
Page Title: Page Numbers:
Company Profile 101
Top 5 Wine Producing States
109
Wine Regions 132
California Wine Regions 191
Market Overview 219
Investor Outlook 235
Future Potential 250
Work Cited 256
Market Overview:An overview of the market from sales growth to trends.
Market Overview:Sales Growth- By Pricing
Segment
Value ($4.99 & Below
Premium Glass ($5.00 - $7.99)
Super Premium ($8.00 - $10.99
Ultra Premium ($11.00 - $14.99)
Luxury ($15.00 & Above)
0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00%
0.30%
1.60%
10.10%
10.90%
11.60%
Percent Sales Growth:
Percent Sales Growth
Compiled by author from demetergroup.net
Market Overview:Growing Wine Brands-
Barefoot Wine:
$65 million14.6% Growt
h
Cupcake Vineyards:
$48 Million40.2% Growt
h
Apothic Red:
$37 Million118.0
% Growt
h
14 Hands Vineyard:
$24 Million94.2% Growt
h
Woodbridge:
$24 Million8.8% Growt
h
Compiled by author from demetergroup.net
Market Overview:Growing Wine Brands-
Suppliers Barefoot WineOwned By E&J Gallo Winery
Cupcake VineyardOwned By The Wine Group
Apothic RedOwned By E&J Gallo Winery
14 Hands VineyardOwned By St. Michelle
Woodbridge Owned By Constellation Brands
Compiled by author from demetergroup.net
Market Overview:Growing Wine Brands-
Suppliers
27%
21%10%
8%
34%
Industry Dollar Growth:
E. & J. Gallo WineryConstellation BrandsThe Wine GroupTrinchero Family EstatesOther
Top
4 Su
pplie
rs: E. & J. Gallo
WineryConstellation
Brands The Wine
GroupTrinchero
Family Estates
In 2012, about 70% of the industry’s
dollar growth was driven by the top 4
Suppliers
Compiled by author from demetergroup.net
Market Overview: Growing Wine Brands-
Suppliers
E. & J. Gallo Winery Constellation Brands The Wine Group Trinchero Family Estates $0
$200 $400 $600 $800
$1,000 $1,200 $1,400 $1,600 $1,800 $2,000
$0.00
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00 $1,897
$1,511
$999
$578
$4.77
$6.43
$3.06
$5.94
IRI Sales (Millions) Average Price per 750ML Bottle
Top 4 U.S. Suppliers: Cost & Profit:
Compiled by author from demetergroup.net
Market Overview: Growing Wine Brands-
Suppliers • Growth Drivers:Suppliers:
• Apothic Red- 125% Growth• Marc Murray Ranch – 28% GrowthE. & J. Gallo Winery:
• Wild Horse Winery- 19% Growth• SIMI- 16% GrowthConstellation Brands:
• Lulu B.- 86% Growth• Cardinal Zin- 265% GrowthThe Wine Group:
• Napa Cellars- 26% Growth• Menage A Trois- 9% Growth
Trinchero Family Estates:
Compiled by author from demetergroup.net
Market Overview: Growing Wine Brands-
Suppliers Large wine companies are
developing new brands targeted at the female consumer
Suppliers are increasingly deploying capital to lock up supply
Guaranteed fruit supply remains a key component in brand acquisitions
Lack of new vineyard plantings in the U.S. is causing suppliers to evaluate sourcing overseas
Market Overview:New World vs. Old World
Wines- Old World wines generally from
France, Italy and Spain
New World wines are from the U.S., Australia, New Zealand, Chili and South Africa
Old World wine makers must adhere to a strict set of rules that govern every step to ensure a standard of quality
High alcohol is a term often used to differentiate New World wines from Old World wines which contain less alcohol
Old World wine has been made the same way for centuries
New World wine makers are free to plant whatever grape variety they wish
Market Overview:Trends-
Trading Up
Sparkling Wine
Red Blends
Varietals Growth
Rose Over $12
“Eco” Wines
Tetra Pak & 3 L Boxes
Oregon & Washingt
on
Wine Apps
Wine Cocktails
Wine Kegs
Compiled by author from lizthach.wordpress
Market Overview:Trends-
Trading Up•Wine sale increasing in the $12 to $30 range
•Will continue because of lower oil prices, strong dollar and desire for more premium products
Sparkling Wine•Went up 7% in 2014 and will continue to grow especially Prosecco
•There is opportunity for new brands in the sparkling market
Red Blends•These blends are doing well
•Opportunity for higher priced reds is there
Varietals Growth•These blends will continue to grow
•They include Pinot Grigio, Pinot Noir and Sauvignon Blanc
Compiled by author from lizthach.wordpress
Rose Over $12•Performed well in 2014
•Expected to continue in 2015
“Eco” Wines•16% of consumers looking for these labels
•Potential increase for sustainable, organic and biodynamic wine as consumers grow more concerned with environmental issues
Tetra Pak & 3 L Boxes•Selling well •Continues growth is expected in this area
Oregon and Washington •Strong growth with more interest in wine
Market Overview:Trends-
Wine Apps• Growing in
popularity with up to 36% of US consumers using them
• Used to check prices and reviews before purchase
Wine Cocktails• Stirring positive
reactions with millennials
• This could be an opportunity to create a new trend of “wine mixology”
Wine Kegs• Gaining positive
attention from consumers, with expected growth here
• Restaurants selling both value-priced and premium wine by the glass
Compiled by author from lizthach.wordpress
Investor Outlook: The investment landscape for wines in the U.S.
Investor Outlook:Growth Potential-
Strength in the U.S. economy in 2015, will push wine demand up
U.S. GDP growth will improve over 2014 and in 2015 come in near 3 percent for the full year
Interest rate moves will happen at a slow pace
Bulk imports will continue to dominate the wine categories at the lowest price point
There is an expected third consecutive harvest of heavy yield and great quality across most labels
Global and U.S. Economic Factors: Supply:
Investor Outlook:Growth Potential-
Starting in mid-2014, the demand for wines priced above $20 a bottle were higher
Wines priced below $9 per bottle performed poorly both on and off premise in 2014
Fine wine finished 2014 at the top with a growth in sales of 6%–10%
The price of fine wines will increase due to improving economy and higher demand
Demand: Pricing:
Investor Outlook:Growth Potential-
Grape planting opportunity is shifting north
Oregon and Washington are showing strong growth in planting on a percentage basis
Suitable sites for expansion are becoming more difficult with each passing year.
Direct-to-consumer sales will continue as the largest growth channel for most wineries
Most wineries will have one of their best seasons by the end of the year in 2015
Planting: Financial Performance:
Investor Outlook:Channel Growth 2014-
80%
4%
16%
Percent of Sales by Channel:
Off-Premise Direct to Consumer Shipping On Premise
Compiled by author from lizthach.wordpress
Future Potential:Industry, generational and pricing facts that will affect the future of the wine industry in the U.S.
Future Potential: Industry Facts-
Foreign-Grown Wine:
The excess supply may impact the import of quality wines that are readily available and have been incorporated into domestic labels
Excess Supply:
Demands for $15 and lower priced wine is lagging- 33 million gallons available on the bulk market
Challenge will be trying to sell where sales growth isn’t strong
Knowledge Gaps:
Wineries aren’t taking advantage of the digital presence and direct to consumer options available
They should try to use these resources even if they fail, they would still be learning
American Wine:
Millennials drink foreign wine more so than US made wine
Producers of wine in the US need to market more than just on price
Engagements:
There is a lack of engagement to strong enotourism initiatives
Not adapting to mobile has left a large untapped opportunity
Legislation:
Regulatory issues that impact the wine industry include those concerning water, air quality and antiquated legislation regarding online communication about alcohol
Compiled by author from forbes.com
Future Potential: Industry Facts-
Data:
Data is useful in this industry
Maturation of technology has caught up
Fine Wine:
Will have the strongest growth
This is the $20 and above per bottle segment
Price Increase:
Prices are going up slowly
As consumers buy quality wine at higher prices, the price will continue to increase
Compiled by author from forbes.com
Future Potential:Generational Facts &
Pricing-Generational:
Boomers have driven decades of growth in the wine industry
The younger generations who could consume more, lack the buying power to buy good bottles
Millennials are the largest buyers of international wines
Pricing:
Mergers and acquisitions of wineries and vineyards are also expected to continue at a record clip
There isn’t an opportunity to increase wine prices broadly but there is a possibility for price jumps in the higher end of the luxury segment
Contact Us for the Full Presentation:
Mediacontact USA Inc.13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112E: [email protected]
www.mediacontactusa.com
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