CALIFORNIA BUSINESS MINUTE
California Wine Exports
03-25-11
Hi, I am Tim Johnson and welcome to the California Business Minute.
U.S. wine exports rebounded to a record level in 2010 with 90 percent coming from California.
Wine exports set a new record of $1.14 billion in winery revenues in 2010, an increase of 25.6
percent over 2009 wine exports. Volume shipments rose 1.9 percent to 425.5 million liters or
47.3 million nine-liter cases.
"This positive news indicates that our goal of $2 billion in wine export revenues by 2020 is
achievable," said Robert P. (Bobby) Koch, Wine Institute President and CEO. "California is
the fourth largest wine producer in the world. Our continued work advocating for a level playing
field in trade matters and the creative, long-term marketing investments by our wineries will
enable us to reach our goal."
"With close to 20 percent of California's wine production being sold in other countries, exports
represent an important part of our industry's success. To help drive further growth, we continue
to work closely with the U.S. government and the international wine community to remove trade
barriers and open new markets," said Wine Institute's International Trade Policy Director Tom
LaFaille.
Thirty-eight percent of U.S. wine exports by value were shipped to the 27-member countries of the
European Union, accounting for $435 million of the revenues, up 14 percent from 2009. Volume
shipments to the EU reached 27.6 million cases in 2010, up 11 percent from the previous year.
Changes in the dollar exchange rate, a gradually recovering economy and California's effective
marketing and high wine quality have helped exports rebound. Other top markets were: Canada,
$308 million; Hong Kong, $116 million; Japan, $76 million; and China, $45 million.
"California wine sales continued to grow at an impressive pace specifically in the Canadian market
during 2010," according to Rick Slomka, Wine Institute Trade Director for Canada. "Although sales
increases were realized in all provincial markets, the most significant growth took place in Quebec,
where several branded and category promotions helped Quebec to become the largest provincial market
for California wines in Canada. U.S. wines also took the number one market share position in vintages,
the fine wine division of the Liquor Control Board of Ontario. The strength of the Canadian dollar
as well as strong support from both the on- and off-premise trade contributed to California's success
in selling premium wines in the key Ontario market," said Slomka.
I am Tim Johnson and this has been the California Business Minute.
For further information see http://www.wineinstitute.org
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