CALIFORNIA WINES IN CHINA
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1 The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. CALIFORNIA WINES IN CHINA Linsey Gallagher, VP International Marketing Christopher Beros, China Director Steve Burns, Global Branding Consultant November 19, 2015 Wine Tourism Conference, Leesburg, VA
2 Road Trip Video 2014 Wine Ins-tute
3 International Ambassadors for California Wines Wine Institute is an association of more than 1,000 California wineries, that advocates on public policy matters and promotes the state s wines worldwide. Headquartered in San Francisco. Representation in Washington, D.C., all 50 state capitals and 16 international markets. Programs supporting California wines in more than 25 countries. Supporting sustainable winegrowing and winemaking practices. California Wine Export Program: awareness of and appreciation for California Wine around the world. DiscoverCaliforniaWines.com 3
4 Growing Around the World California is the fourth largest wine producer in the world (after France, Spain, Italy) 49 of 58 counties grow winegrapes 4,100 bonded wineries, most family owned 5,900 winegrape growers 136 AVAs (American Viticultural Areas) approved by the U.S. government 110 winegrape varieties 570,000 acres (231,000 hectares) of winegrapes (less than 1% of California s total land) DiscoverCaliforniaWines.com
5 90% of US wine comes from California 90% of US wine exports come from California California wines are sold in 125 countries 250 million 9-liter cases produced annually 4 million tons (3.6 billion kilograms) of harvested winegrapes annually DiscoverCaliforniaWines.com
6 California Wine Varietals Top Wines Sold by Volume Chardonnay Cabernet Sauvignon Merlot White Zinfandel Sauvignon Blanc Pinot Noir Pinot Grigio Red Zinfandel Syrah Red Blends Top 4 wines account for 40% of Volume Sold DiscoverCaliforniaWines.com 6
7 21 million tourists visit California wine regions annually DiscoverCaliforniaWines.com 7
8 US WINE EXPORTS Up 160% over 10 years +160% 10 year trend More than 90% of U.S. Wine Exports are from California! Source: Wine Institute & Global Trade Information Services, using data from U.S. Dept. of Commerce! DiscoverCaliforniaWines.com
9 U.S. WINE EXPORTS BY REGION DiscoverCaliforniaWines.com Country 2014 $ Exports ($000) % change European Union Total $517, % Canada $486, % Japan $87, % China $71, % Hong Kong $68, % Mexico $23, % South Korea $22, % Nigeria $21, % Vietnam $19, % Singapore $15, % Other Countries $72, % World Total $1,494, % Source: U.S. Dept of Commerce, STAT-USA. Copyright: California Wine Export Program. Preliminary numbers. History revised. *All totals include re-exported wines.
10 EXPORT PROGRAM International Marketing More than 170 California wineries currently participate in the Wine Institute s International Program Wine Institute s promotional campaigns for California wine help develop markets in more than 25 countries. We provide support and guidance to wineries that export by: a Maintaining trade representation in 15 countries to provide critical market information and promotional assistance Organizing California's participation in international wine trade shows Facilitating California wine promotions in both retail and on-premise (restaurant) accounts Hosting trade, media and consumer tastings in more than 15 countries each year Encouraging coverage by top wine, food and lifestyle writers through an international media outreach effort and an active schedule of California wine country visits by foreign trade representatives. Membership in the California Wine Export Program is funded by both the USDA s Foreign Agriculture Service and industry contributions DiscoverCaliforniaWines.com
11 27 TARGET COUNTRIES Ranked by U.S. Wine Export $ Canada United Kingdom * Hong Kong Japan Germany * China France * Switzerland * Belgium * Mexico Denmark * Poland * Netherlands * Sweden * South Korea Singapore Taiwan Russia * Vietnam Malaysia Ireland * Finland * Norway * Brazil India Costa Rica Austria * Inter-European sales transfers prevent the accuracy of European country-level export data DiscoverCaliforniaWines.com Source: U.S. Dept of Commerce, STAT-USA. Copyright: California Wine Export Program. Preliminary numbers. History revised. *All totals include re-exported wines.
12 China Wine Market Overview
13 The Chinese Middle Class Continues to Grow Rapidly 1.4 billion people; 18 provinces larger than the State of California Middle class: 380 million by 2015; 980 million by 2025 Discretionary purchases increasing significantly Percentage of C hinese Middle C lass Source: McKinsey & Company, The value of China s emerging middle class, The McKinsey Quarterly Massive Consumption / Spending Power
14 As the Middle Class Grows, Demand for Lifestyle Products is Rapidly Increasing China is on track for a 700% growth in per capita income in just 20 years. Retail sales are also fueled by China s rapidly growing middle class whose average disposable income is currently growing at 64% annually. ü No. 1 car market in the world in 2010, surpassing the U.S. ü No. 1 cellular phone usage in the world 1.23 billion compared to 328 million in the U.S. ü As of 2013, the largest red wine market in the world
15 Imported Wine Growth in China Consumption & demand have increased Wine Imports increased from $53 million in 2004 to $1.6 Billion in 2013 Compound annual growth rate of 46% 30x increase in imported wine in 9 years
16 China Has Potential For Significant Growth in Wine Consumption Retail Wine Market $34.6 billion $7.2 billion Source: Trade Data and Analysis provided by The Wine Institute Liters consumption per capita 2011
17 Huge opportunity for U.S. wine to capture more market share Chile exports 64% of production Australia exports 67% of production France (world s largest producer, by far) exports 23% U.S. exports only 20% of production HUGE opportunity for increases in U.S. wine sales to China
18 Expansion of Internet Usage in China Internet Usage and Penetration in China» At 618 million users, China s internet usage is 12x that of the UK and 2x that of the US. There are now 302m e-shoppers in China» Penetration is now 45.8%» Online shopping exceeded 1.85 trillion RMB in 2013, jumping 42.0% for the year» Mobile shopping surged to billion RMB at an annual growth rate of 165.4% HUGE opportunity to sell wine on-line as Chinese consumers embrace shopping on-line and via mobile devices
19 E-commerce In China Is Projected To Continue Its Rapid Growth Alibaba and JD as well as independent.cn s are projected to continue their rapid growth
20 Chinese Wine Market Demand Continues While World-wide Wine Production Declines Source: Morgan Stanley Fundamental market demand remains strong and will continue to grow; long term pricing should remain stable
21 Current State of the Chinese Wine Market While fundamental demand remains strong, the supply side is experiencing transitional adjustments» Currently too many importers of wine due to a huge increase in their numbers in 2011» There will be consolidation of importers/distributors which may present opportunities for CCW to make acquisitions Chinese consumers are discovering New World (non- European) wines» The historical love affair with French wine may be over» Taste profile of U.S. wine perfect for Chinese consumer More consumers are buying wine on-line, though trust and information are lingering issues
22 WINE INSTITUTE CHINA REPORT 2013 China Wine Market
23 WINE INSTITUTE CHINA REPORT 2013 China Wine Market
24 WINE INSTITUTE CHINA REPORT 2013 China Wine Market
25 WINE INSTITUTE CHINA REPORT 2013 China Wine Market
26 Discover California Wines Global Branding Project
27 Our International Competitive Set Our International Competitive Set
28 Partnership with Visit California California Lifestyle: Forging a stronger link between the iconic destination and our worldclass wine producing region Encourage more tourists from around the world to visit California and our diverse winegrowing regions Tell California s story through our wines DiscoverCaliforniaWines.com 28
29 China-specific Campaign Tools
30 BROCHURE SIMPLIFIED CHINESE Highlights the diversity, quality and value of California Wines by focusing on winegrowing regions, varietals, sustainability, and food & wine pairings DiscoverCaliforniaWines.com Source: U.S. Dept of Commerce, STAT-USA. Copyright: California Wine Export Program. Preliminary numbers. History revised. *All totals include re-exported wines.
31 CHINA: NEW WEB SITE AND SOCIAL MEDIA CAMPAIGN (Weibo & WeChat) DiscoverCaliforniaWines.com Source: U.S. Dept of Commerce, STAT-USA. Copyright: California Wine Export Program. Preliminary numbers. History revised. *All totals include re-exported wines.
32 DISCOVER CALIFORNIA WINES CHINA VIDEO
33 China Awareness Campaign
34 CHINA AWARENESS BUILDING CAMPAIGN Phase 1 out of home advertising on bill boards, bus wraps and subways
35 China Advertising Luxury Shopping Mall Bill Boards Photograph of billboard placements in Shanghai luxury shopping mall Located at Cloud 9 Shopping Center (No Changning Road, near Shongshan Park)
36 China Advertising Bus Wraps Photographs of bus wrap placements in Shanghai Lines #20, #37 & #920 along Nanjing Road and #42 & #926 along Huaihai Road
37 CHINA AWARENESS BUILDING CAMPAIGN Phase 1 Phase 2 Advertising Advertorial / Editorial / EPR Discover Discover the the amazing truth truth California Wine California Lifestyle California Wineries California Cuisine
38 CHINA AWARENESS BUILDING CAMPAIGN Phase 2 Print & on-line Wine Media Trade Media Lifestyle Media For mass For wine industry For upper class
39 CHINA SOCIAL MEDIA CAMPAIGN
40 Ne California Wines China Programming
41 WINE INSTITUTE PROGRAMMING IN CHINA First- ever California Wines adver-sing in China Retail and on- premise promo-ons Educa-onal seminars California Wines Master Class Consumer Events Trade Missions to mul-ple ci-es in China Virtual wine tas-ngs with Chinese media & California winemakers Trade Shows: ProWine China, Tang Jia Hui & Vinexpo Asia Pacific Hos-ng top trade and media guests in California wine country DiscoverCaliforniaWines.com Source: U.S. Dept of Commerce, STAT-USA. Copyright: California Wine Export Program. Preliminary numbers. History revised. *All totals include re-exported wines.
42 Food Tour Video
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