Category: Wine Trade

Silicon Valley Bank Releases 24th Annual State of the US Wine Industry Report

The Wine industry reset is here, fueled by a generational shift to younger consumers redefining consumption patterns

Silicon Valley Bank, a division of First Citizens Bank, today released its 2025 State of the US Wine Industry Report. Widely regarded as the leading source of market trends in the premium wine sector, SVB’s annual report provides an analysis of current market conditions and forecasts for the year ahead.

The report uncovered several positive market indicators, despite an overall decline in global wine demand in the last year. The premium wine segment once again demonstrated resilience with small, single-digit sales declines overall, and the top quartile of wineries producing average sales growth of 22%. With total wine consumption decreasing by volume, wine supply is backed up throughout the production and sales channels. While challenging for industry players, the market environment is poised to create some of the most accessible bottle pricing of the last 30 years, a golden era for wine consumers in search of value.

“The wine industry is undergoing a significant change, marking the first demand-based correction in three decades,” said Rob McMillan, Silicon Valley Bank Wine Division founder and author of the report. “We have been predicting a generational shift for many years, and the 2025 report data solidifies the wine industry is now living that reality. Different parts of the industry will heal at different times, but we can expect a continued downturn for some time before we reach flat growth.

No- and low-alcohol wine, white wine and prosecco experienced positive growth, with white wine outpacing red wine sales for the first time in many years. According to the report, varietal shifts from red to white could be a forward indicator that a rotation to younger consumers is underway. More broadly, the youngest consumers are increasingly abstaining from wine altogether or choosing alternatives, all trends expected to persist into 2025 and beyond.

“Consumers are not changing their minds about wine. Older, 60+ year-old consumers who historically index higher for wine purchases are sunsetting, replaced by younger consumers who index lower for wine and prefer other drink categories,” said McMillan. “To restore the balance between demand and supply, growing consumption share with consumers in the 30-45 segment is critical. The industry can shorten the recovery by evolving marketing and promotion strategies to meet that consumer at their value points.”

The 2025 SVB report examines the latest consumption, pricing and sales data as well as the most promising wine industry marketing strategies. It provides an in-depth analysis of the key trends and data impacting the US wine industry:

  • Total wine category sales will end 2024 with negative volume growth, between minus 3% and minus 1%.
  • The weighted average of wineries produced a 3.4% revenue decline, with the top quartile seeing an average of 22% revenue growth, and the bottom quartile seeing a 16% revenue decline.
  • Wholesale-heavy wineries fared worse than direct-to-consumer-focused brands.
  • Tasting room visitation is predicted to be slightly lower in 2025 compared to 2024.
  • California- and Washington-planted acreage exceed demand while Oregon is closer to being in balance with demand.
  • 42% of winery survey respondents said they will take a small price increase in 2025, which may prove difficult in an over-supplied market with prevalent discounting.

Read the full 2025 State of the Wine Industry report here: www.svb.com/trends-insights/reports/wine-report.

US Treasury Proposes New Alcohol Label Rules

The United States Department of the Treasury’s Alcohol and Tobacco Tax and Trade Bureau (TTB) has proposed new regulations requiring alcoholic beverage labels to include detailed information on alcohol and nutritional content. This proposal aims to introduce an “Alcohol Facts” label, akin to the “Nutrition Facts” label found on food products, to provide consumers with comprehensive information about the beverages they consume.

The proposed “Alcohol Facts” label would include disclosures on the alcohol percentage by volume, alcohol content in fluid ounces, calories, carbohydrates, fat, and protein for wines, distilled spirits, and malt beverages such as beer. Additionally, the TTB has proposed a rule mandating the listing of major food allergens on alcoholic beverage labels. These proposed regulations align with the recommendations from the February 2022 Treasury Department report titled “Competition in the Markets for Beer, Wine, and Spirits,” which suggested revisiting labelling requirements to include alcohol content, nutritional information, and serving sizes.

References:

  1. S. Department of the Treasury. (2022). Competition in the Markets for Beer, Wine, and Spirits.
  2. Alcohol and Tobacco Tax and Trade Bureau (TTB). (2023). Proposed Regulations on Alcoholic Beverage Labeling.

Italy’s Wine Exports Soar: September 2024 Analysis

Italy, the world’s wine epicentre, achieved remarkable milestones in September 2024, solidifying its position as a leader in global wine export by volume. Italian wines, renowned for their diversity, quality, and rich heritage, have captivated audiences worldwide. Below, I delve into the top ten markets driving the success of Italian wine exports, offering insights into evolving consumer preferences and cultural affinities.

Top 10 Export Markets for Italian Wine

  1. United States (24%)
    The U.S. retains its spot as the largest consumer of Italian wines, reflecting the American love for iconic varietals like Chianti, Prosecco, and Barolo. This quarter’s exports showcase Italy’s deep-rooted influence on American wine culture, particularly among millennials and Gen X.
  2. United Kingdom (20%)
    The U.K. remains a steadfast partner, with British consumers eagerly reaching for Italian reds and sparkling wines. Despite global economic shifts, Italy’s premium selections charm the British palate.
  3. Germany (6%)
    With its sophisticated and detail-oriented wine culture, Germany steadily increases its consumption of Italian wine, notably organic and sustainable vintages, which appeal to eco-conscious drinkers.
  4. Russia (5%)
    While geopolitical complexities persist, Italy’s wines maintain a foothold in Russia, where European vintages are steadily gaining traction among urban elites.
  5. France (5%)
    In an intriguing market dynamic, Italy’s wine exports to France underscore cross-border appreciation. French consumers favour distinctive Italian wines like Amarone and Nero d’Avola, offering a complement to their domestic preferences.
  6. Canada (5%)
    Canada, with its multicultural demographic, remains a valuable partner for Italy’s export growth. The popularity of Italian wine among Canadians reflects shared values of quality and craftsmanship.
  7. Belgium (4%)
    Belgium’s rich culinary heritage and established wine traditions make it a loyal market for Italian vintages. Prosecco, in particular, enjoys increasing favour in celebratory settings.
  8. Switzerland (3%)
    Swiss buyers lean towards high-end Italian wines, often pairing them with fine dining experiences. This market highlights a preference for both tradition and exclusivity.
  9. Latvia (3%)
    Latvia represents a rising star in Italy’s export landscape. Growing interest in medium-priced wines signals a burgeoning sophistication in wine culture.
  10. Austria (2%)
    Rounding out the top ten, Austria’s wine market reflects its preference for regional balance and traditional winemaking, aligning perfectly with Italy’s offerings.

The Road Ahead

Italy’s wine sector continues to explore untapped markets while deepening its ties with existing ones. Exporters are leveraging storytelling, wine tourism, and sustainability credentials to maintain Italy’s edge in a competitive global market.

Source: Italy’s National Institute of Statistics (Istat)

Unlocking the Digital Future: Liz Palmer’s Insights at the 8th UNWTO Global Conference on Wine Tourism

Liz Palmer Presents at the 8th UNWTO Global Conference on Wine Tourism: Strategies for Crafting and Preserving a Strong Digital Brand for the Wine Tourism Industry

The 8th UNWTO Global Conference on Wine Tourism, held in Yerevan, Armenia, from September 11 to 13, 2024, hosted by the United Nations World Tourism Organization in partnership with the Ministry of Economy of the Republic of Armenia, stands as a landmark event in the wine tourism industry. The conference theme, “Heritage in Every Bottle: Crafting Authentic Wine Tourism Experiences,” highlights the essential balance between modernizing wine tourism and preserving cultural heritage.

The conference provided an unparalleled platform for experts in the burgeoning field of wine tourism to collaborate on finding tangible solutions to make tourism a driver for a more sustainable, inclusive, and resilient future for communities. Attendees included renowned producers, tourism professionals, government officials, and representatives from international organizations.

I was thrilled to be asked to be a keynote speaker on Digital Branding in Wine Tourism. My presentation, titled “Strategies for Crafting and Preserving a Strong Digital Brand for the Wine Tourism Industry,” covered several key topics:

  1. What is Digital Branding?
  2. Evolution of Digital Branding
  3. Key Trends (2020-2024)
  4. How Digital Branding Drives Success in Wine Tourism
  5. Current Trends in Digital Branding for Wine Tourism
  6. 10 Key Elements for Structuring an Effective Digital Brand Strategy

I’m also delighted to share my presentation from the 8th UN Tourism Global Conference on Wine Tourism in Armenia, 2024

Here it is on Slideshare + available to download: https://tinyurl.com/4peyfrye

Happy Birthday, SA Wine!  Celebrating 366 Years of Winemaking Excellence 

Happy Birthday, SA Wine!  Celebrating 366 Years of Winemaking Excellence

South Africa Wine is excited to announce the “Happy Birthday SA Wine” campaign, a celebration from January through February to celebrate the South African wine industry’s official birthday on February 2nd. This campaign invites wine lovers, producers, retailers, and industry stakeholders worldwide to celebrate South Africa’s rich winemaking heritage.

South Africa is unique among wine-producing countries in that it knows the exact date of the inception of its wine industry: February 2, 1659.

This campaign encourages the wine community to participate.. “We call upon the entire wine industry, tourism sector, local and international partners, and wine enthusiasts to join us in this celebration,” says Basson. “Together, let’s raise a glass to South African wine’s past, present, and future.”

“Our vision is to create an annual celebration that honours this heritage and promotes the spirit of South African wine,” says Rico Basson, CEO of South Africa Wine. “We want to raise awareness both local and global about the contributions of South African wine to the world and to encourage a sense of pride and connection within the industry and among consumers.”

Join South Africa Wine in this vinous voyage, as they honour the traditions, celebrate the innovations, and toast to a future filled with exceptional South African wines!