Wine Exports Research Articles

Unlocking the Asian Wine Market: An Exploratory Case Study

Faced with the prospect of over supply, wine exporters are increasingly focused on establishing new markets, particularly in Asia. Recent papers have suggested that relationship‐marketing approaches may be the most successful for establishing wine sales in these markets. Despite many models, evidence on the content and implementation of relationship marketing remains scarce. This research reports on the experience of one firm in Asia, and identifies the link between cultural values and the need for relationship based strategies for wine exporters to Asia. Tactical implications for wine markets are also explored.

Export Assistance Needs of US Wineries

In the Spring of 2000, questionnaires regarding the export assistance needs of all 1012 wineries in California. Oregon Washington and Idaho were mailed. These surveys one for current exporters and one for non‐exporters were based upon over 25 in‐depth interviews with wine industry executives and export service providers. Each questionnaire included a section specifically designed to identify and prioritise the assistance needs of exporters and non‐exporters. The robust 24% return rate enhances the validity of the survey results. Among current exporters information regarding competitors, consumers and distributors specific export markets represent five of the six most highly valued assistance needs. Assistance in finding distributors and agents are especially important to inexperienced exporters and those dissatisfied with their current export programme. Non‐exporters place priority on training and assistance in understanding the fundamentals of developing a successful winery export programme. Finally, both exporters and non‐exporters give high priority to learning about the export experiences of other wineries which they feel will help improve their own international trade endeavours.

GENERAL INFORMATION AND STATISTICS

India to Cultivate Hybrid Maize. Sharp Increase of HIV Cases in Victoria. Current Trends in Australian Biotech Industry. WHO Certifies Australia Polio-free. Chinese Healthcare Industry Spends Heavily on Ads. China Takes Steps to Protect Nature Reserve. New Zealand Wine Exports Show Strong Growth. Chinese Experts Concerned about Drug Prices and Agriculture Modernization.

Regional Wine Tourism: A Plan of Development for Western Australia

Wine tourism is attracting considerable attention in Australia and a number of states have embarked on vigorous wine tourism development programmes to bolster the perceived economic benefits of tourism (Hall, Johnson & Mitchell 2000). This paper simply describes the process by which a wine tourism strategy was prepared for the state of Western Australia (WA). The strategy is one of the first to be prepared and it is hoped that it can be used as an exemplar for others which will no doubt follow. The strategy was prepared in 1999, refined in 2000 and will be released in 2001. Wine and tourism are two Australian success stories (Macionis and Cambourne 2000) and the WA wine tourism strategy charts an exciting future for the development of a synthesis of these two great industries. The outstanding ‘value added’ element of the wine tourism industry fosters job creation, stimulates local businesses, especially in regional areas, and enhances both wine exports and international tourism. The broad ranging industry encompassing a range of industries demands a government approach to its future growth. Such synergy provides an exceptional opportunity for the wine and tourism industries to capitalize on the State s existing wine tourism products as well as the growing demand for wine tourism. The WA strategy was developed in accord with the Australian National Wine Tourism Strategy and covered a range of issues. These include raising the awareness and understanding of the value added benefit of tourism to the wine industry; establishing an industry standard for wine tourism outlets and facilities; increasing the skill level of employees in the wine tourism industry; understanding links between wine, food and the Australian lifestyle; and identifying the impediments to the development of wine tourism in Western Australia. This paper provides an overview of the background, process and outcomes of the draft strategy.

Tanunda Winery

The Tanunda Winery is a made‐up company facing a series of real world wine marketing issues. It has been successful domestically, but has not really looked to the global marketplace for growth. This case focuses on the decisions a medium sized winery must face when assessing the international marketplace and deciding which countries to enter. The case provides a reasonable amount of internal data for a medium‐sized (10,000–15,000 ton) winery, including financial and cost data. The case provides a great deal of information about the Australian wine industry and four of the most important wine export markets: the UK, the US, Canada, and Japan. Students can assess the opportunities available to Tanunda Winery and engage in real world cost‐benefit analysis in deciding which and how many countries to export to.

The Impact of the Canada‐United States Free Trade Agreement on U.S. Wine Exports

AbstractOn 1 January 1989 the Canada‐United States Free Trade Agreement went into effect. The agreement reduced the restrictions on the importation and marketing of wine produced in the United States. This article analyzes the impact of this lessening on United States wine exports to Canada. A demand relation for United States exports to Canada is estimated and then used to decompose the effects into their proximate causes. These causes are (a) own‐price and exchange rate effects, (b) substitute price and exchange rate effects, (c) changes in real income in Canada, (d) tariff removal effects, and (e) removal of nontariff trade barriers by Canada.

US Wine Exports to México

In this article, information needed for potential US wine exporters to Mexico is provided. The opportunities for US wines in the Mexican market are closely examined in addition to essential facts vital to a US wine producer interested in exporting wines to Mexico. With the increase of wine culture in Mexico, the recovery of the Mexican economy, and the increased demand for US wines in the Mexican market, the potential to increase market share in the Mexican market is enormous. In 1996, responding to a US tariff increase on Mexican brooms, Mexico greatly increased its wine tariffs. The US saw its wine market share in Mexico decrease by more than 50%. However, with the North American Free Trade Agreement (NAFTA) there will be a zero‐tax on US wines by the year 2003. The substantially lower prices of US wines and the increased demand for wines in Mexico should give US wine producers a very attractive market in Mexico. This article also informs potential exporters about label and packaging requirements needed to export wines into Mexico as well as the wine distribution channels in Mexico.

NOTAS DE INVESTIGACIÓN. El vino de Jerez en el sector exterior español, 1838-1885

The purpose of this paper is to reconstruct the value of sherry wine during an important period of the Spanish foreign trade. Firstly, it offers a more complete series of sherry wine exports. Secondly, it describes the characteristics of the wine sold in the foreign markets and the variety of its prices. It analyses the sales of an important exporter, and presents a series of sherry wine prices. Finally, it obtains a real valuation of sherry wine and emphasises its importance in the Spanish foreign trade.

Marketing lessons from Portuguese wine exporters: the development and application of a conceptual framework

This paper presents the finding from an investigation of two types of Portuguese wine companies: port and table wine exporters. A strategic orientation framework was proposed to support this qualitative investigation. This new framework systematises how to achieve long‐term profitability based on a clear definition of an appropriate strategic orientation. It shows that there are three ways that can be used simultaneously to achieve long‐term profitability: (1) through the ‘redeployment of capital resources’, (2) ‘increasing volume’, and/or (3) ‘improving productivity’. This study revealed that in the case of port wine companies strategic orientation is associated with firm ownership; for Portuguese table wine companies, it is associated with firm size. In addition, based on research conducted via semi‐structured interviews with presidents and directors of Portuguese wine exporters, several recommendations for the wine industry are presented. However, since this investigation is built on a study of specific wine sectors which have particular characteristics, analytical generalisations to export wine marketing must be made with caution.

Revising Australian Export Strategies to The Pacific Rim: The Case of the Thai Wine Market

Wine exports from Australia are expected to double within the next five years and much of this growth has been forecasted to occur in the traditionally non‐wine drinking countries of the Pacific Rim. This paper, based on lengthy interviews with importers, agents, and buyers for various retail institutions in Thailand, uses a case study approach to argue that export strategies based on successful entry into the UK and US markets will be less efficient in the Pacific Rim. A detailed analysis of the market structure, including the types of wines and strategies of institutions from the top to the bottom end of the price spectrum is presented. The success of Australian producers entering the Thai market will be achieved only by changing the strategy they have used in the UK and US. A stronger focus on Australia must be made along with the use of fewer, but bigger agents and distributors. Marketing strategies for each type of retail institution are provided as well.

California Wine Exports to Mexico and the NAFTA

The free trade area between the US and Canada was extended in 1994 to include Mexico. This article examines Mexico's demand for wine produced in the US. The citizens of Mexico do not traditionally consume wine. Brandy and rum are the preferred alcoholic beverages. But, Mexico has a large population and is expected to grow at a rapid rate in the future. Further, when the agreement took effect in 1994 the tariff on US wine was 20 percent The price of US wines will decrease significantly over the next ten years as the tariffs are eliminated. NAFTA also removed other wine specific trade barriers as well. The price elasticity of demand is −1.02 for the 1987–1994 period. The income elasticity is close to five and the cross price elasticity with EC wines was 0.3. Both the price and income elasticities portend a positive impact on the demand for US wines. The drawback to the optimistic predictions are the extremely low initial levels of consumption of wine in Mexico. So, even a doubling of consumption would still have a negligible impact on the US wine industry.

Viña Santa Rita and wine production in chile since the mid‐19th century

Viticulture was introduced into Chile during the Spanish Conquest, but only towards the end of the 19th century did it become a large‐scale activity and only in recent decades has Chilean wine become a significant export. In the history of the country's wine production, family ownership of vineyards has been a characteristic feature until recently. The present paper traces the development of a single winery and explores the changing pattern of ownership, the impact of external factors on its production of wine and its participation in the recent boom in Chile's wine exports.

New Initiatives in the Hungarian Wine Industry: Foreign Innovation and Investment

A new modern style of wine has emerged in Hungary which draws heavily on the wine making and wine marketing success of the so‐ called New World. Examining two very different wine companies, one foreign‐owned, the other indigeneous, this article highlights the success of these initiatives, illustrating how they have boosted Hungarian wine exports and helped create a positive image for Hungarian table wine. Such approaches cannot be followed exclusively, however. Hungary will never be able to export all its production to the west. Attention still needs to be paid to both domestic demand for the old oxidised wine styles as well as demand in the other export markets in the former COMECON countries. This should help to provide a softer landing for an industry struggling with the upheavals of the last three years. The article concludes that Hungary's willingness to experiment and adopt western methods, together with its relative economic and political stability, suggest that the Hungarian wine industry could and should become the centre for innovation in Eastern Europe.

Algeria's vineyards: an Islamic dilemma and a problem of decolonisation

Abstract Algeria's viticultural industry represents an example of the way a colonial legacy can turn into a problem of dependency, the solution to which represents an issue of decolonisation and adjustment. An added dimension is the cultural inappropriateness of viticultural production in an increasingly Islamic country. By late colonial times Algeria's wine exports represented over half of its exports by value. To add economic independence to political independence threatened serious financial and employment losses, so any opportunity to avoid the reconversion of the now culturally inappropriate vineyards seemed attractive. Eventually, with the growth of hydrocarbon revenues, the reconversion and reconstitution of Algeria's vineyards proved possible during the 1970s. However, 20 years after independence, Algeria still had nearly half the 1962 area of vineyards, though with markedly lower yields and marketing at lower prices. The colonial legacy has now turned into an economic liability and has been tackl...

The Noble Wine Producers of the Bordelais in the Eighteenth Century

Eighteenth-century sailing vessels approached Bordeaux by the broad, placid Gironde Estuary bounded by the flat Medoc peninsula, and sailed over 6o miles before reaching the fork formed by the Garonne and Dordogne Rivers. It was another 20 miles before the uniform stone warehouses of the Chartrons quarter and the spires of Saint Andre and Saint Michel came into view around a sharp bend in the Garonne. Entering the sprawling port, one could distinguish the busy quays half-hidden by a forest of masts, the fifteenth-century walls of the Chateau Trompette, and finally the splendid new facade of the Palais de la Bourse, proudly facing the Place Royale and the new statue of Louis XV. Upon landing, one was immediately impressed by the bustling activity of the port area and the amount of new construction that was transforming Bordeaux into one of the most modern cities of the kingdom.1 Here was France's first port of i00,000 inhabitants, importing the sugar, coffee, and indigo of Saint Domingue, Martinique, and Guadaloupe, and exporting the flour, hardware, and textiles of the motherland as well as the precious produce of the Bordelais the fine wines of Medoc, Sauternes, and Entre-Deux-Mers. Despite almost constant conflict with the 'English pirates', the maritime commerce of Bordeaux increased from I7 million livres in I7I 7 to 250 million livres in I 782, representing one-quarter of the kingdom's overseas trade on the eve of the Revolution.2 The city's shipowners, sugar importers, slave traders, and wine exporters had grown rich and formed a large, prosperous, and influential commercial class. Arthur Young, the famous English traveller, had even placed the port above his own Liverpool after viewing the freight of the wharfs, the activity of the stockmarket, and the affluence of the Chartrons business quarter, not to mention the distinction of Bordeaux's wide boulevards, public parks, and