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US Wine Industry Part 7 of 7

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A review of the US wine industry from sales, to growth, to trends, and to investment opportunities.

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US Wine Industry Part 7 of 7

  1. 1. Wine Industry An overview of the industry; from history, to laws, market and investor outlooks in the U.S.
  2. 2. Page Title: Page Numbers: History of Wine in the U.S. 5 U.S. Profile 9 Federal Laws & Regulations 16 State Regulations 30 Trading Landscape 46 Consumer Profile 57 Wine Varieties in the U.S. 64 Pricing 93 Page Title: Page Numbers: Company Profile 101 Top 5 Wine Producing States 109 Wine Regions 132 California Wine Regions 191 Market Overview 219 Investor Outlook 235 Future Potential 250 Work Cited 256
  3. 3. Market Overview: An overview of the market from sales growth to trends.
  4. 4. Market Overview: Sales Growth- By Pricing Segment 0.30% 1.60% 10.10% 10.90% 11.60% 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% Value ($4.99 & Below Premium Glass ($5.00 - $7.99) Super Premium ($8.00 - $10.99 Ultra Premium ($11.00 - $14.99) Luxury ($15.00 & Above) Percent Sales Growth: Percent Sales Growth Compiled by author from demetergroup.net
  5. 5. Market Overview: Growing Wine Brands- Barefoot Wine: $65 million 14.6% Growth Cupcake Vineyards: $48 Million 40.2% Growth Apothic Red: $37 Million 118.0% Growth 14 Hands Vineyard: $24 Million 94.2% Growth Woodbridge: $24 Million 8.8% Growth Compiled by author from demetergroup.net
  6. 6. Market Overview: Growing Wine Brands- Suppliers Barefoot Wine Owned By E&J Gallo Winery Cupcake Vineyard Owned By The Wine Group Apothic Red Owned By E&J Gallo Winery 14 Hands Vineyard Owned By St. Michelle Woodbridge Owned By Constellation Brands Compiled by author from demetergroup.net
  7. 7. Market Overview: Growing Wine Brands- Suppliers 27% 21% 10% 8% 34% Industry Dollar Growth: E. & J. Gallo Winery Constellation Brands The Wine Group Trinchero Family Estates Other Top4Suppliers: E. & J. Gallo Winery Constellation Brands The Wine Group Trinchero Family Estates In 2012, about 70% of the industry’s dollar growth was driven by the top 4 Suppliers Compiled by author from demetergroup.net
  8. 8. Market Overview: Growing Wine Brands- Suppliers $1,897 $1,511 $999 $578 $4.77 $6.43 $3.06 $5.94 $0.00 $1.00 $2.00 $3.00 $4.00 $5.00 $6.00 $7.00 $0 $200 $400 $600 $800 $1,000 $1,200 $1,400 $1,600 $1,800 $2,000 E. & J. Gallo Winery Constellation Brands The Wine Group Trinchero Family Estates IRI Sales (Millions) Average Price per 750ML Bottle Top 4 U.S. Suppliers: Cost & Profit: Compiled by author from demetergroup.net
  9. 9. Market Overview: Growing Wine Brands- Suppliers • Growth Drivers:Suppliers: • Apothic Red- 125% Growth • Marc Murray Ranch – 28% GrowthE. & J. Gallo Winery: • Wild Horse Winery- 19% Growth • SIMI- 16% GrowthConstellation Brands: • Lulu B.- 86% Growth • Cardinal Zin- 265% GrowthThe Wine Group: • Napa Cellars- 26% Growth • Menage A Trois- 9% GrowthTrinchero Family Estates: Compiled by author from demetergroup.net
  10. 10. Market Overview: Growing Wine Brands- Suppliers  Large wine companies are developing new brands targeted at the female consumer  Suppliers are increasingly deploying capital to lock up supply  Guaranteed fruit supply remains a key component in brand acquisitions  Lack of new vineyard plantings in the U.S. is causing suppliers to evaluate sourcing overseas
  11. 11. Market Overview: New World vs. Old World Wines-  Old World wines generally from France, Italy and Spain  New World wines are from the U.S., Australia, New Zealand, Chili and South Africa  Old World wine makers must adhere to a strict set of rules that govern every step to ensure a standard of quality  High alcohol is a term often used to differentiate New World wines from Old World wines which contain less alcohol  Old World wine has been made the same way for centuries  New World wine makers are free to plant whatever grape variety they wish
  12. 12. Market Overview: Trends- Trading Up Sparkling Wine Red Blends Varietals Growth Rose Over $12 “Eco” Wines Tetra Pak & 3 L Boxes Oregon & Washington Wine Apps Wine Cocktails Wine Kegs Compiled by author from lizthach.wordpress
  13. 13. Market Overview: Trends- Trading Up •Wine sale increasing in the $12 to $30 range •Will continue because of lower oil prices, strong dollar and desire for more premium products Sparkling Wine •Went up 7% in 2014 and will continue to grow especially Prosecco •There is opportunity for new brands in the sparkling market Red Blends •These blends are doing well •Opportunity for higher priced reds is there Varietals Growth •These blends will continue to grow •They include Pinot Grigio, Pinot Noir and Sauvignon Blanc Compiled by author from lizthach.wordpress Rose Over $12 •Performed well in 2014 •Expected to continue in 2015 “Eco” Wines •16% of consumers looking for these labels •Potential increase for sustainable, organic and biodynamic wine as consumers grow more concerned with environmental issues Tetra Pak & 3 L Boxes •Selling well •Continues growth is expected in this area Oregon and Washington •Strong growth with more interest in wine
  14. 14. Market Overview: Trends- Wine Apps • Growing in popularity with up to 36% of US consumers using them • Used to check prices and reviews before purchase Wine Cocktails • Stirring positive reactions with millennials • This could be an opportunity to create a new trend of “wine mixology” Wine Kegs • Gaining positive attention from consumers, with expected growth here • Restaurants selling both value-priced and premium wine by the glass Compiled by author from lizthach.wordpress
  15. 15. Investor Outlook: The investment landscape for wines in the U.S.
  16. 16. Investor Outlook: Growth Potential-  Strength in the U.S. economy in 2015, will push wine demand up  U.S. GDP growth will improve over 2014 and in 2015 come in near 3 percent for the full year  Interest rate moves will happen at a slow pace  Bulk imports will continue to dominate the wine categories at the lowest price point  There is an expected third consecutive harvest of heavy yield and great quality across most labels Global and U.S. Economic Factors: Supply:
  17. 17. Investor Outlook: Growth Potential-  Starting in mid-2014, the demand for wines priced above $20 a bottle were higher  Wines priced below $9 per bottle performed poorly both on and off premise in 2014  Fine wine finished 2014 at the top with a growth in sales of 6%–10%  The price of fine wines will increase due to improving economy and higher demand Demand: Pricing:
  18. 18. Investor Outlook: Growth Potential-  Grape planting opportunity is shifting north  Oregon and Washington are showing strong growth in planting on a percentage basis  Suitable sites for expansion are becoming more difficult with each passing year.  Direct-to-consumer sales will continue as the largest growth channel for most wineries  Most wineries will have one of their best seasons by the end of the year in 2015 Planting: Financial Performance:
  19. 19. Investor Outlook: Channel Growth 2014- 80% 4% 16% Percent of Sales by Channel: Off-Premise Direct to Consumer Shipping On Premise Compiled by author from lizthach.wordpress
  20. 20. Future Potential: Industry, generational and pricing facts that will affect the future of the wine industry in the U.S.
  21. 21. Future Potential: Industry Facts- Foreign-Grown Wine: The excess supply may impact the import of quality wines that are readily available and have been incorporated into domestic labels Excess Supply: Demands for $15 and lower priced wine is lagging- 33 million gallons available on the bulk market Challenge will be trying to sell where sales growth isn’t strong Knowledge Gaps: Wineries aren’t taking advantage of the digital presence and direct to consumer options available They should try to use these resources even if they fail, they would still be learning American Wine: Millennials drink foreign wine more so than US made wine Producers of wine in the US need to market more than just on price Engagements: There is a lack of engagement to strong enotourism initiatives Not adapting to mobile has left a large untapped opportunity Legislation: Regulatory issues that impact the wine industry include those concerning water, air quality and antiquated legislation regarding online communication about alcohol Compiled by author from forbes.com
  22. 22. Future Potential: Industry Facts- Data: Data is useful in this industry Maturation of technology has caught up Fine Wine: Will have the strongest growth This is the $20 and above per bottle segment Price Increase: Prices are going up slowly As consumers buy quality wine at higher prices, the price will continue to increase Compiled by author from forbes.com
  23. 23. Future Potential: Generational Facts & Pricing- Generational:  Boomers have driven decades of growth in the wine industry  The younger generations who could consume more, lack the buying power to buy good bottles  Millennials are the largest buyers of international wines Pricing:  Mergers and acquisitions of wineries and vineyards are also expected to continue at a record clip  There isn’t an opportunity to increase wine prices broadly but there is a possibility for price jumps in the higher end of the luxury segment
  24. 24. Contact Us for the Full Presentation: Mediacontact USA Inc. 13575 58TH Street North #160 Clearwater, Fl. 33760 T: 727 538 4112 E: contact@mcusa.co www.mediacontactusa.com
  25. 25. Work Cited:  "6 Washington Wineries Named in Top 100 Wines in the World - Puget Sound Business Journal." Puget Sound Business Journal. Web. 6 Oct. 2015. http://www.bizjournals.com/seattle/blog/2014/09/6-washington-wineries-named-in-top-100-wines-in.html  "2015 Direct to Consumer: Wine Shipping Report." ShipCompliant. Wines & Vines Winery. Web. 1 Oct. 2015. <http://info.shipcompliant.com/hs-fs/hub/206013/file-2458438109- pdf/2015DTCReport.pdf?&__hssc=85226438.5.1423584177660&__hstc=85226438.d3786f132cda27629144eaca17b537b6.1423584177659.1423584177659.1423584177659.1&hsCtaTra cking=f4294385-1446-4ae0-a871-25df06>.  Abeyta, A. Scott. "Federal Wine Regulations." Viticulture. Web. 1 Oct. 2015. <http://viticulture.hort.iastate.edu/info/pdf/fedwineregs.pdf>.  "About El Dorado." Winery Association. El Dorado Winery Association, n.d. Web. 06 Oct. 2015. <http://eldoradowines.org/about.php  "About | J&D Cellars Winery and Vineyard | Eighty Four Pennsylvania." JD Cellars Winery and Vineyard Eighty Four Pennsylvania. Web. 6 Oct. 2015. http://www.jndcellars.com/html/about/  "About Missouri Wine." Hermann Wine Trail. Hermann Vintners Association, n.d. Web. 06 Oct. 2015. <http://hermannwinetrail.com/about-missouri-wine/  "About NJ Wine." Garden State Wine Growers Association. Garden State Wine Growers Association, n.d. Web. 06 Oct. 2015. <http://www.newjerseywines.com/about-nj-wine/  "About Pennsylvania Wines | Pennsylvania Winery Association." About Pennsylvania Wines | Pennsylvania Winery Association. N.p., n.d. Web. 30 Sept. 2015. http://www.pennsylvaniawine.com/about-pennsylvania-wine  "About Pennsylvania Wines." Pennsylvania Wines. Pennsylvania Winery Association, n.d. Web. 06 Oct. 2015. <http://www.pennsylvaniawine.com/about-pennsylvania-wine  "About Us." Coeur Wine Co. Web. 6 Oct. 2015.http://www.coeurwineco.com/about-us/  All Images Used from google.com https://www.google.com/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF-8#q=google%20images  "At What Rate Is Oregon's Wine Industry Growing? - Oregon Wines." At What Rate Is Oregon's Wine Industry Growing? - Oregon Wines. N.p., n.d. Web. 30 Sept. 2015. http://www.oregonwines.com/wine101.php?SectionID=5&FaqID=41  "Augusta Region." Missouri Wine Country. MissouriWineCountry.com, n.d. Web. 06 Oct. 2015. <http://www.missouriwinecountry.com/augusta/  "A Wine Trail - Ohio River Valley Wine Trail (formerly the Nicholas Longworth Wine Trail)-Southwest Ohio." Ohio Wine Association. N.p., n.d. Web. 06 Oct. 2015. <http://www.ohiowines.org/cgi-bin/winery_12.pl?xrv  "Bern's Steak House - Our Wine Cellar." Bern's Steak House. Web. 6 Oct. 2015. http://www.bernssteakhouse.com/Berns-Wine-Cellar  "Boisset Family Estates Launches Boisset Wine Living Division." Wine Enthusiast Web Edition. N.p., n.d. Web. 02 Oct. 2015. http://www.winemag.com/November-2014/Boisset- Family-Estates-Launches-Boisset-Wine-Living-Division/  Bonné, Jon. "The Little Appellation That Could / With Only 189 Acres, Cole Ranch Is the Nation's Tiniest AVA, Proving That Small Can Be Beautiful." SFGate. Hearst Communications Inc, 23 Feb. 2007. Web. 06 Oct. 2015. <http://www.sfgate.com/wine/article/The-little-appellation-that-could-With-only-189-2646567.php  Boyd, Gerald. "Wine Production Overview." Wine Facts. Sonoma County Vintners, n.d. Web. 06 Oct. 2015. <http://www.sonomawine.com/about-sonoma-county/wine-facts
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