1. The Global Wine Industry
Market Exposé
© 2012 Matthias Jütte

2. About USD 100 bn. spent on wine/year; US, FR, UK are
largest markets, Europe accounting for > 50%
Global expenditure on wine in mn. USD (2009)
Source: University of Adelaide Wine Research Center, Global Wine Markets 1961-2009
(http://www.adelaide.edu.au/wine-econ/databases/GWM/)
© 2012 Matthias Jütte

3. EUR and AUS have strongest relative preference for
wine, USA show large potential albeit negative trend
Wine's share of total alcohol consumption (2009)
Source: University of Adelaide Wine Research Center, Global Wine Markets 1961-2009
(http://www.adelaide.edu.au/wine-econ/databases/GWM/)
© 2012 Matthias Jütte

4. Premium wines sell at USD17/bottle on average; FRA
and USA largest markets with highest prices
Retail (tax-inclusive) total and unit value of wine consumption, by quality, 2009
NP: non-premium
CP: commercial-premium
UP: super-premium
Source: University of Adelaide Wine Research Center, Global Wine Markets 1961-2009
(http://www.adelaide.edu.au/wine-econ/databases/GWM/)
© 2012 Matthias Jütte

5. Bottles above USD 12 account for USD 2 bn. (~20% of
market) in sales in the United States
US wine sales by wine price segment (non-convenience, 2010)
Source: The Nielsen Company (via http://wineindustryinsight.com/?p=25703)
© 2012 Matthias Jütte

6. Highest per capita spending for high-priced wines in
FRA and AUS; UK well above average in mid-price
Retail (tax-inclusive) expenditure per adult on wine, by quality, 2009
NP: non-premium
CP: commercial-premium
UP: super-premium
Source: University of Adelaide Wine Research Center, Global Wine Markets 1961-2009
(http://www.adelaide.edu.au/wine-econ/databases/GWM/)
© 2012 Matthias Jütte

7. Fine wines are a USD 4 billion market, dominated by
Bordeaux wines (95%)
Characteristics of the fine wine market
 The top Chateaux of Bordeaux contribute about £2bn to the market
each year.
 Global annual sales of investment grade Bordeaux wines on the
global secondary markets is approximately £1.5bn.
 The stock of investment grade wines held by merchants and
individuals is estimated at £6bn to £8bn globally and £1.5bn to £2bn
is stored in the UK.
Source: wealthmonitor.com; Lunzer Wine Investments
(http://www.wineinvestment.org/Fine_Wine_Market_Outlook_2012.pdf; http://lunzerwineinvestments.com/Private-investors/FAQs.aspx#q5)
© 2012 Matthias Jütte

8. Potential customers can be differentiated based on their
attitude towards wine and related preferences
Differentiation of customer types for wine
Bruweret al.(2002) Johnson and Bruwer (2003) Working definition
Ritual-oriented conspicuous wine Image-oriented, knowledge seeking Vinophile
enthusiasts wine drinkers
Purposeful inconspicuous premium Conservative, knowledgeable wine
wine drinkers drinkers
Experimenting, highly knowledgeable
wine drinkers
Fashion/image-oriented Beginning wine
enthusiast
Basic Basic wine drinkers
Enjoyment-oriented social drinkers Enjoyment-oriented, social wine Casual drinker
drinkers
Source: Bruwer, Li (2007)
(http://academic.research.microsoft.com/Publication/42472537/wine-related-lifestyle-wrl-market-segmentation-demographic-and-behavioural-factors)
© 2012 Matthias Jütte