Changes in the International Wine Market

Abstract

Knowing international market is a basis for segmentation and making right and timely marketing decisions regarding wine export. In this piece, we have analized the international wine market, and determined changes in international turnover, with largest importers and exporters for the period of 2001 - 2011. The average wine export in the world was 8,4 tons, with a growth tendency of 5,0% per year. Converted in money, the average export amounted to 22 billion US Dollars, which makes wine one of the most valuable of all agricultural products. The largest exporter is Italy with 1,8 million tons (21% of the whole world's turnover). Italy's wine export is increasinf at the rate of 4,14% per year. Large exporters are also France, Spain, Australia and Chile, which all amount to two thirds (68%) of the world's wine export. Besides France, whose export is decreasing, all of the abovementioned countries have increased their wine export to the international market. World's import is growing a bit slower than the export. It is a sign of a relative stagnation of demand, on the international market. The largest wine importer in the world is Germany with 1,3 million tons (17% of the world's import). Large importers are also the UK, USA, Russia and France, which take up more than half of the world's wine import (58%). All of the abovemnetioned countries have increased tendency of wine import. Within the next period, we can expect stagnation of international turnover, due to the world's economic crisis. Current world's trend is consummation of light, muscat, aromatic white wines, and when it comes to red wine - customers prefer fresh, aromatic, fruit wine. We are expecting to see the growth of rose and organic wine (made out of organic grape).