4. 4
USA
• 3 Tier System
• Importer
• Distributor
• Retailer
• 50 States
• different laws
• different taxes
• TTB – Alcohol and Tobacco Trade and
Tax Bureau
5. American Viticultural Area
(AVA)
• Geographic wine grape-growing region in the
United States demarcated by the TTB and
vintners
• American Viticultural Area designations do not
limit the type of grapes grown, the method of
vinification, or the crop yield.
• Wines labelled with an AVA must be made with
a minimum of 85% of grapes from that AVA
• One vineyard can belong to more than one AVA
5
6. 6
The Big 5
sell 60% of all wine in USA
(Case Sales 2011)
• E&J Gallo Winery 75 Mil.
– purchased Barefoot Cellars
• The Wine Group 62 Mil.
• Constellation Wines 47 Mil.
– purchased Robert Mondavi Winery
– purchased Phillips-Hogue
• Treasury Wine Estates 18 Mil.
– purchased Beringer Blass
• Trinchero Family Estates 16,5 Mil.
8. California Statistics 2010
• 90% USA wine production in California
• 4th largest wine producer after France, Italy and
Spain
• $ 1.14 billion in exports
– 90% US wine exports from California
– + 25% value since 2009
– +117% value since 2001
– 47 million cases exported to125 countries
– + 40% volume since 2001
8
9. California Statistics 2010
• 3,400 wine producers
–+ 321% from 807 wine producers in
1990
–nearly all family-owned companies
• 4,600 wine grape growers
9
10. California Statistics 2010
• Wine sales in the
USA: 199 million
cases (12x0,75l)
• Retail value in the
USA $18.5 billion
• 61% volume
market share in
USA
10
11. 11
Climate in California
5 climate zones according
to Winkler
• Hot climate (Central
Valley)
• Atlantic influence – fog
banks
• Cool ocean currents from
Alaska
• Cool east-west valleys
14. California
• Feeding by larvae
of European
grapevine moth,
Lobesia botrana,
results in
contamination of
bunches with
webbing, frass,
and fungal
infections. 14
16. 16
Zinfandel
• 10% CA vineyard area
• Crljenak Kaštelanski,
Primitivo
• Bob Trinchero, Sutter
Home Winery
– White Zinfandel 1975
– 10% US wine
consumption
– off-dry to semi-sweet
– low alcohol
17. 17
Vineyard & Cellar
Viticulture and Oenology Consultants
• David Abreu, John Wetlaufer
• Helen Turley, Heidi Peterson Barett, Mia Klein
18. California 5 Regions
• North Coast
• Central Coast
• Southern California
• Sierra Nevada
• Central Valley
18
19. 19
North Coast: Mendocino and
Lake County
• Anderson Valley
sparkling wine
(Roederer)
• Organic viticulture
(Fetzer, Bonterra)
20. 20
North Coast: Sonoma
• Terroir diversity
– Sonoma Valley
– Sonoma Coast
• Style diversity
– Chardonnay
– Old Vine Zin
– Cabernet
– Pinot Noir
22. 22
North Coast: Napa Valley
• 4% California vineyard
area
• North hotter, south
cooler
• Cabernet is king!!!
• Micro-AVAs (Howell
Mountain, Mount
Veeder …)
• benchland vs. mountain
• Meritage
• Charity auctions
24. 24
Central Coast: Santa Barbara
Santa Maria Valley
Santa Ynez Valley
Santa Rita Hills
• Pinot Noir
• Highest grape prices PN
25. 25
Central Valley = San Joaquin
Valley
• AVA Lodi
– Old vine Zinfandel
– Bay influence
• Over 50% Californian
wine production volume
• Gallo in Modesto
• Mondavi Woodbridge in
Lodi
33. 33
Washington
• 10.000 ha
• Over 100 wine producers
• extreme continental → frost danger
• Ungrafted vines
• irrigation
• Metropole Seattle
• Columbia Valley
• Château Ste. Michelle
• Andrew Will, Quilceda Creek,
Cayuse
34. 34
New York
• Vitis Labrusca and
hybrids
• Finger Lakes with
Riesling
• Long Island with
classic and cool
climate varieties
37. Canada
• 3 important events
occurred in 1988:
– free trade with the
United States
– establishment of
the Vintners Quality
Alliance (VQA)
standard
– major grape vine
replacement &
upgrading program
37
38. Canada
• Canadian wines
<50% of Canadian
wine market
• since late 1990s wine
has increased its
market share from
21% to 28%
• since 2007 wine sales
have increased by
9.5% to $5 billion
38
42. Mexico
• Baja California
– 90% Mexican wine
production
– Granite soils
– Maritime climate with cool
nights
– Cabernet Sauvignon, Ruby
Cabernet, Zinfandel
Grenache and Mission
– Chenin Blanc, Palomino,
Riesling, Sauvignon Blanc,
Sémillon
43. Mexico
• Average per capita
wine consumption is 2
glasses a year
• Wine tax 40%
• hard to compete with
beer and tequila
• Wine imports in 2005
4 x higher than in 1995
44. Mexico
• wine tourism with “Ruta del Vino” (Wine Route)
connecting over 50 wineries. 44
