The Wine and Spirits Market in Asia-Pacific and Worldwide with Prospects Until 2017

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1 The Wine and Spirits Market in Asia-Pacific and Worldwide with Prospects Until 2017 From the VINEXPO* market study For the 12 th consecutive year, VINEXPO the international wine and spirits exhibition has commissioned a study from market intelligence provider International Wine and Spirit Research (The Iwsr). This in-depth survey of world wine and spirits consumption, production and international trade with 5-year forecasts up to 2017 for the latest study, covers 28 producing countries and 114 consumer markets. Established in 1971, The Iwsr database is the widest, most detailed and most accurate source of information on the worldwide market of alcoholic beverages. In 12 years, the VINEXPO market study has become a standard reference for wine and spirits professionals. Every year, when previous forecasts are compared to actual consumption figures, the consistently low margin of error lends total credence to this unique report presented by VINEXPO. The Wine Market Asia-Pacific will consume more than 4 billion bottles of wine in 2017 Asia-Pacific remains in third place after Europe and the Americas amongst the top wine-consuming continents in the world. By the end of 2013, Asian consumers will have drunk million 9-litre cases (i.e billion bottles) of still and sparkling wines according to the VINEXPO/The Iwsr study. Between 2013 and 2017, Asian consumption should grow by 22.84% to reach million 9- litre cases. In comparison, European consumption is expected to fall by 0.14%, while in the Americas consumption should grow by 9.05% in the same period.

2 Worldwide consumption continues to grow Between 2008 and 2012, world wine consumption, including still and sparkling wines, increased by 3.23 % in volume, reaching billion 9-litre cases at the end of the period. The VINEXPO/The Iwsr market study forecasts that between 2013 and 2017, this growth should accelerate slightly to reach 4.97 % over the next 5 years. China pauses in 2013 but retains growth After a decade of uninterrupted growth at a rate of circa 25% per year, The Chinese are expected to consume slightly less in 2013 (down 2.2%). This decrease in consumption in the year between 2012 and 2013 has not impacted imported wines, whose sales continue to grow. Domestic wines, which account for 82.7% of all still light wines drunk in the country, are the ones to be affected by this decrease. Between 2013 and 2017, Chinese wine consumption will return to growth. In the next five years, the Chinese should drink 33.8% more wine reaching volumes of 230 million 9-litre cases by and becomes the world s leading red wine consumer Having downed more than 155 million 9-litre cases or billion bottles of red wine in 2013, up 136% compared to 2008, China, including Hong Kong, is now the largest red wine market worldwide, followed by France, now in second place with nearly 150 million cases and Italy with 141 million. Chinese consumers have become increasingly attracted to red wine since Between 2007 and 2013, the VINEXPO/IWSR study reveals that red wine consumption was multiplied by 2.75 in China, while it decreased by 5.8% in Italy and 18% in France. The U.S. holds on to its status of leading wine market worldwide Since 2011, the U.S. has been the largest wine consuming nation worldwide ahead of France and Italy. Over the last five years, regular growth in the American market never faltered and attained 11.36% between 2008 and In the coming five years, the Americans will drink 14% more wine, reaching a total of million cases, equivalent to 4.6 billion bottles by the end of the period. Three fast-growing wine segments: sparkling, rosés and premium While overall wine consumption worldwide grew by 3.23% between 2008 and 2012, the consumption of sparkling wines, which accounts for 7.9% of the total, increased by 5.66%.

3 At the same time, rosé wine consumption, which represents 9.1% of all still light wines consumed in the world, grew by 7.66% between 2008 and 2012, while that of still light wines sold at retail prices of more than US$10 per bottle rose by 21.8% in the same period. Clearly these three specific segments in the wine market are the fastest-growing. International wine trading is growing twice as fast as world consumption In 2012, more than one bottle out of four 27% consumed anywhere in the world was an imported still light wine. Consumers seek something different and are developing an interest in wines from elsewhere in the world. Between 2008 and 2012, this preference for international wines grew by 7.39%, 2.3 times faster than growth in overall world consumption. The VINEXPO/The Iwsr market study forecasts that between 2013 and 2017, worldwide growth in the consumption of imported still light wines will reach 7.8% over the five-year period. Overall wine consumption is expected to increase by 5% in the same time frame. In Asia-Pacific, imported wines account for half the total sales of still light wines In 2012, imported still light wines accounted for 26% of the volume of wine consumed in Asia- Pacific and 48% of the total value. Between 2013 and 2017, Asians should drink 27.7% more imported wines, reaching a total volume of 99 million cases or 1.19 billion bottles. So in five years, Asians should be spending 52% of their total wine expenditure on imported wines. Italy is the largest wine exporter by volume in the world and France leads in value terms Between 2008 and 2012, Italy took back its world leadership of worldwide wine exports by volume from Spain, by increasing the volumes of wines it exported by 52.83% in five years. In the same period, France increased its volumes of exported wine by 9.74% and retained its place as 3 rd largest wine exporter by volume worldwide, while remaining the world s leading exporter of wines in value. In Asia-Pacific, France is the leading supplier of imported wines ahead of Italy and Australia. Spanish wine exports to Asia-Pacific grew by 167% between 2008 and Today Spain is the fourth largest supplier of imported wines to the continent.

4 The Spirits Market Asia-Pacific is the largest consumer of spirits in the world In 2012, the Asian-Pacific region consumed 62.76% of the total volume of spirits drunk in the whole world. This was the result of 55% growth in the volumes consumed between 2008 and While consumption will continue to grow between 2013 and 2017, the rate will be slower and should attain 9.04% by the end of the period. In 2012, Baijiu, a white spirit distilled from sorghum, wheat or rice mainly drunk in China accounted for 38% of the total volume of spirits consumed worldwide. More drinkers of brandy, rum, bourbon and tequila Vodka, which is the second most important alcoholic beverage after Baijiu in terms of the volumes consumed worldwide, lost ground over the last five years as its consumption decreased by 6%, because of the product s fall from favour in Russia. The VINEXPO/The Iwsr study forecasts that vodka consumption should return to growth of 2.45% between 2013 and The consumption of brandy, excluding cognac and Armagnac, grew by 45.6% between 2008 and The second largest market for brandy in the world, the Philippines, doubled its consumption in this period to the detriment of gin, which lost 21.3% in the same five years. Rum is popular all over the world. Its three largest markets are India, the U.S. and the Philippines. White rum is particularly favoured. Finally, bourbon consumption, which mainly concerns the U.S., Germany, Australia and UK, increased by 16% between 2008 and The consumption of tequila grew by 11.8% in the same period. Whisky picks up again After declining in 2008 and 2009, world consumption of scotch returned to growth of 5.46% from 2009 to While the amounts of scotch drunk in Spain, the U.S. and UK continue to fall, the beverage has had more appeal in France with 3.9% growth between 2008 and 2012 and substantially in Brazil, where consumption increased by 55.5%!

5 Asia-Pacific is a developing market for international spirits brands Spirits that are not produced locally only command a 2.1% market share in Asia. Growth for this category in the next five years is expected to be the same as the market at 8.9%. Japan is the largest importer of spirits in Asia-Pacific. Australia, India, China and Vietnam are displaying rapid growth in the volumes of spirits they are importing. Vinexpo Asia-Pacific press contacts: tel Anne Cusson - Pauline Lévignat - Join Vinexpo Asia-Pacific on Vinexpo Asia-Pacific will take place from 27 to 29 May 2014 at the Hong Kong Convention and Exhibition Centre in Hong Kong More details on Vinexpo Asia-Pacific *VINEXPO has commissioned The Iwsr (International Wine and Spirit Research) for 12 years to perform its world market study with forecasts for the next 5 years.

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