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Received 27 August 2012; received in revised form 10 October 2012; accepted 17 October 2012
Available online 19 November 2012
Abstract
This paper aims to contribute to the understanding of international wine trade complexities, focusing on the period 20002011. Since
2000 the wine trade has grown signicantly and its structure has experienced major changes. Such changes are shaping the current
competitive scenario of the wine market and are the base elements for its future development. The paper analyses the growth of world
wine imports, considering all wines together and the single categories recognized by global statistics (bottled, bulk and sparkling wine).
It then describes the changes in the geography of importers with the emergence of new markets and the competitive performance of the
main suppliers. The bulk wine trade, the re-export of wine and the exposure of trade ows to trade barriers are also analyzed in detail.
Finally, on the basis of the dominant trend in wine consumption and changes in the supply chain, the critical issues arising from analysis
are examined, with the need for further research being underlined.
& 2013 UniCeSV, University of Florence. Production and hosting by Elsevier B.V. Open access under CC BY-NC-ND license.
Keywords: Wine; International trade; Competitive performance
1. Introduction
Wine has traditionally been a traded good but only in
the past two decades, the international wine trade has
experienced considerable growth: in the 1960s the exported
share of global wine production was 10% and in 1990 this
share had reached only 15%. However, by the year 2000
the exported production had reached 25% of global
production and more than 30% in 2010.
The growth of the international wine trade is just one of the
aspects of the complex evolution of the world wine sector:
there have been profound changes in the geography of
n
2212-9774 & 2013 UniCeSV, University of Florence. Production and hosting by Elsevier B.V. Open access under CC BY-NC-ND license.
http://dx.doi.org/10.1016/j.wep.2012.10.001
25
26
Table 1
Wine imports by category 201011 average versus 200001 average: value, volume and shares; absolute change in shares (D) and absolute (abs) and
relative (%) growth in period.
Source: Our calculations, based on GTI data.
Wine category
200001
Imports
201011
Share
Imports
Share
Share
Growth
abs
Value
Bottled
Bulk
Sparkling
All wines
Volumeb
Bottled
Bulk
Sparkling
All wines
a
10,700
1,262
2,124
14,086
76
9
15
100
15,741
2,238
3,503
21,481
73
11
16
100
2.7
1.5
1.2
5,041
976
1,379
7,395
47.1
77.3
64.9
52.5
34,705
19,483
2,971
57,159
61
34
5
100
49,481
35,378
5,267
90,127
55
39
6
100
5.8
5.2
0.6
14,776
15,895
2,296
32,968
42.6
81.6
77.3
57.7
Table 2
Small wine-importing countries.
Traditional
Austria, Belgium and Luxembourg, Canada, Denmark, Finland, Japan, Ireland, Norway, Netherlands, Sweden, Switzerland
Non-traditional
Algeria, Azerbaijan, Bolivia, Brazil, Bulgaria, China, Colombia, Costa Rica, Cote
dIvoire, Croatia, Cyprus, Czech Republic, Ecuador, Egypt, El
Salvador, Estonia, Georgia, Ghana, Guatemala, Honduras, Hong Kong, Hungary, Iceland, India, Indonesia, Iran, Jordan, Kazakhstan, Kenya, Latvia,
Lithuania, Malaysia, Malta, Mauritius, Mexico, Morocco, Nicaragua, Panama, Paraguay, Peru, Philippines, Poland, Romania, Russia, Senegal, Serbia,
Singapore, Slovakia, Slovenia, South Korea, Sri Lanka, Taiwan, Thailand, Turkey, Ukraine, United Arab Emirates, Uruguay, Venezuela, Yemen.
27
Fig. 2. All wine imports by group of countries, in value and volume, 20002011.
Source: Our calculations, based on GTI data.
Fig. 3. All wines, weight (in value and volume%) of small traditional and
non-traditional importing countries on world imports, 201011 average.
Source: Our calculations, based on GTI data.
17.8
19.4
255.8
42.8
120.3
42.6
43.3
27.7
23.4
4.3
1.3
100.0
2.9
6.2
13.5
4.1
0.1
0.0
47.4
26.5
250.8
20.3
92.1
57.7
12,286.8
4,388.1
13,979.9
1,710.4
602.6
32,967.8
42.4
23.3
21.7
11.2
1.4
100.0
13.6
32.6
396.4
35.7
222.8
47.1
784.3
1,241.2
2,688.3
132.4
194.8
5,041.0
10.7
3.6
15.2
1.4
1.0
0.0
41.4
31.4
20.0
5.0
2.2
100.0
21.1
39.5
368.9
26.8
216.8
52.5
1,549.1
1,907.0
3,393.2
227.2
319.6
7,396.1
Value
Large importers
Small traditional
Small non-traditional
Mediterranean exporters
Other exporters
Total
Volumeb
Large importers
Small traditional
Small non-traditional
Mediterranean exporters
Other exporters
Total
32.4
112.8
307.5
41.1
98.9
77.3
13.2
4.0
10.8
2.4
1.8
0.0
42.0
29.7
16.3
7.9
4.1
100.0
297.5
485.5
431.3
65.1
99.3
1,378.7
112.4
38.7
272.3
11.2
167.0
77.3
467.3
180.3
272.8
29.8
25.6
975.7
41.6
32.1
21.3
3.2
1.8
100.0
12.2
4.4
17.2
0.3
0.9
0.0
39.3
29.0
16.7
13.1
1.9
100.0
6.3
9.2
8.6
9.4
0.2
0.0
25.4
87.8
303.4
30.8
222.2
64.9
D
%
%
abs
%
abs
%
abs
Import share
Growth
Growth
Import share
Growth
Import share
abs
Import share
Growth
Sparkling wine
Bulk wine
Bottled wine
All wines
Groups of importers
Table 3
Wine imports by group of countries and wine category 201011 average versus 200001 average: absolute (abs) and relative (%) growth; import shares in 201011 (%) and change (D) in period.
Source: Our calculations, based on GTI data.
28
29
Table 4
Wine imports by suppliers and wine category average 201011 versus average 200001: imports in 201011 and in growth (%) in period; import shares in
201011 (%) and change (D) in period.
Source: Our calculations, based on GTI data.
Suppliers
All wines
Imports
201011 (%)
Bottled wine
Bulk wine
Imports
Imports
201011 (%)
Sparkling wine
Growth
Import share
Imports
abs
12.7
15.3
16.8
10.8
3.5
8.6
2.3
7.5
7.3
15.1
12.6 2,276
6.3
563
0.8
314
5.7
53
3.5
12
1.7
14
1.1
14
3.9
19
2.7
13
0.4
224
23.0 7.4
6.0 20.0
147.9 28.7
673.6 9.3
18,126.7 1.4
195.6 7.2
368.6 2.0
457.8 6.0
272.9 5.4
49.1 12.7
10.0 1,564
14.0 1,580
7.5 1,122
7.2
147
1.4
23
2.8
49
1.2
58
4.1
41
2.7
40
2.7
641
201011 (%)
54.2
164.2
34.9
83.4
61.8
180.2
86.3
14.2
92.0
73.1
65.0
16.1
8.9
1.5
0.4
0.4
0.4
0.5
0.4
6.4
4.5
6.0
2.0
0.2
0.0
0.2
0.0
0.2
0.0
0.3
52.2
117.8
50.7
146.1
108.9
80.3
330.5
8.1
593.3
102.1
29.7
30.0
21.2
2.8
0.4
0.9
1.1
0.8
0.8
12.2
4.8
5.6
3.9
0.8
0.1
0.0
0.7
0.5
0.6
1.5
201011 (%)
Value
France
Italy
Spain
Australia
New Zealand
Chile
Argentina
USA
South Africa
Others
7,089
4,235
1,912
1,566
655
1,251
601
783
547
2,843
34.5
71.2
55.4
28.1
469.4
78.9
295.4
16.8
61.0
48.9
33.0
19.7
8.9
7.3
3.0
5.8
2.8
3.6
2.6
13.3
4.5
2.2
0.1
1.3
2.2
0.9
1.7
1.1
0.2
0.3
4,530
3,328
1,218
1,270
563
1,045
535
596
372
2,285
30.3
67.6
53.1
12.5
428.1
72.2
312.7
2.1
35.0
44.1
28.7
21.1
7.7
8.1
3.6
6.6
3.4
3.8
2.4
14.5
3.8
2.6
0.3
2.4
2.6
1.0
2.2
1.9
0.2
0.3
283
343
380
243
79
192
52
168
162
334
Volume**
France
Italy
Spain
Australia
New Zealand
Chile
Argentina
USA
South Africa
Others
14,118
20,336
16,897
7,256
1,577
6,739
2,872
3,648
3,414
13,271
3.9
36.2
109.9
117.4
650.5
146.4
369.2
74.9
128.8
31.1
15.7
22.6
18.7
8.1
1.7
7.5
3.2
4.0
3.8
14.7
8.1
3.6
4.6
2.2
1.4
2.7
2.1
0.4
1.2
3.0
9,939
11,705
5,552
3,813
1,063
4,188
2,101
1,472
1,476
8,172
8.5
54.9
74.5
33.7
441.7
124.9
370.5
11.6
51.0
19.9
20.1
23.6
11.2
7.7
2.1
8.5
4.3
3.0
3.0
16.5
6.3
1.9
2.0
0.5
1.6
3.1
3.0
1.8
0.2
3.1
2,615
7,050
10,222
3,296
490
2,502
713
2,135
1,898
4,458
11.5
25.5
88.1
276.9
11,413.5
119.5
248.3
272.6
181.0
71.1
**
30
Table 5
All wine imports by supplier and importing country group 200001 average versus 201011 average: import shares in 201011 (%) and change (D) in
period.
Source: Our calculations, based on GTI data.
Suppliers
Large importers
Small traditional
Small non-traditional
Asia
East Europe
Central Europe
Latin America
Value
France
Italy
Spain
Australia
New Zealand
Chile
Argentina
USA
South Africa
29.9
25.9
8.7
9.3
3.8
5.6
3.1
2.3
2.7
5.0
4.5
0.4
3.2
2.7
0.6
1.9
0.9
0.1
35.0
18.5
8.2
5.9
1.2
5.9
2.7
5.5
3.6
10.2
5.1
0.2
1.5
0.9
1.0
1.7
2.4
1.0
54.6
4.9
3.5
12.2
1.3
5.4
0.8
5.0
0.9
0.6
0.5
1.4
2.1
0.7
1.2
0.4
5.3
0.2
26.6
25.8
13.9
0.6
0.2
4.2
1.2
0.8
1.1
10.5
21.2
9.4
0.3
0.1
3.2
0.8
0.1
0.8
13.0
19.8
7.5
0.9
0.2
4.2
1.1
0.6
0.9
6.9
1.3
0.3
0.3
0.2
3.0
0.8
2.2
0.3
14.7
11.3
14.5
0.8
0.3
28.4
17.6
2.6
0.8
5.6
2.4
0.2
0.5
0.2
3.6
12.6
2.0
0.7
Volume
France
Italy
Spain
Australia
New Zealand
Chile
Argentina
USA
South Africa
14.6
30.7
11.6
12.6
2.2
7.3
3.4
4.0
4.7
9.5
0.1
2.1
3.5
1.7
2.6
2.3
1.1
1.9
24.8
18.2
11.2
6.3
0.8
8.6
3.3
4.9
5.9
11.9
2.0
0.1
2.8
0.6
2.7
2.2
1.9
2.1
30.4
8.2
15.7
15.8
0.9
14.3
1.4
6.5
1.7
2.9
2.3
4.2
3.5
0.5
4.8
0.6
4.7
1.0
15.1
18.0
26.5
0.3
0.0
2.7
1.3
0.5
1.3
0.3
15.5
19.4
0.1
0.0
2.3
1.0
0.1
1.1
5.1
26.0
9.0
0.4
0.1
2.3
0.5
0.3
0.6
2.0
7.4
0.1
0.3
0.0
2.0
0.5
0.2
0.5
5.2
13.5
11.4
0.6
0.1
38.1
18.7
2.8
0.7
6.2
2.2
0.3
0.4
0.1
6.6
13.9
2.4
0.6
Table 6
Bottled wine imports by supplier and importing country group 200001 average versus 201011 average: import shares in 201011 (%) and change
(D) in period.
Source: Our calculations, based on GTI data.
Suppliers
Large importers
Small traditional
Small non-traditional
Asia
East Europe
Central Europe
Latin America
Value
France
Italy
Spain
Australia
New Zealand
Chile
Argentina
USA
South Africa
24.2
28.9
8.2
9.7
4.3
6.4
3.6
2.1
2.5
5.1
5.5
1.3
5.2
2.9
0.6
2.4
1.7
0.4
31.3
20.0
7.7
6.7
1.6
6.5
3.2
6.2
3.2
10.1
6.0
0.8
1.6
1.2
1.4
2.3
2.9
0.5
52.6
4.9
2.8
13.0
1.6
4.8
0.9
5.5
1.0
7.8
1.3
0.6
2.0
0.6
0.4
0.4
8.3
0.1
31.1
20.2
12.4
0.8
0.2
5.8
1.4
0.9
0.9
16.0
17.4
9.2
0.6
0.2
4.6
0.9
0.0
0.6
12.9
16.6
8.3
1.1
0.3
5.2
1.4
0.8
0.9
13.3
8.5
2.0
0.0
0.2
3.4
1.0
3.7
0.0
8.3
10.7
15.6
1.0
0.3
31.7
19.3
2.3
0.9
8.2
3.3
0.9
0.5
0.2
5.5
13.8
1.8
0.8
Volume
France
Italy
Spain
Australia
New Zealand
Chile
Argentina
USA
South Africa
17.1
32.9
9.1
10.8
2.5
7.7
3.6
2.5
3.4
7.9
4.5
1.9
0.9
1.8
2.4
2.4
1.3
0.3
26.6
18.8
9.4
6.0
0.4
8.7
4.0
4.2
4.0
9.0
2.9
1.4
1.7
0.2
3.6
3.1
3.2
0.6
40.2
8.1
7.3
15.9
1.4
9.5
1.9
8.0
1.9
5.6
0.2
3.2
4.1
0.7
4.3
1.4
7.4
0.6
26.1
16.5
17.1
0.5
0.1
4.7
1.4
0.7
0.7
19.7
14.7
14.7
0.3
0.1
4.1
1.1
0.2
0.5
7.6
20.5
12.9
0.5
0.1
3.3
0.8
0.5
0.5
4.9
15.9
9.4
0.2
0.1
2.6
0.7
1.0
0.2
4.3
13.5
10.6
0.7
0.1
38.3
20.5
2.0
0.8
6.7
3.0
0.3
0.5
0.1
8.9
15.2
2.2
0.7
31
Table 7
Bulk wine imports by supplier and importing country group 200001 average versus 201011 average: import shares in 201011 (%) and change (D) in
period.
Source: Our calculations, based on GTI data.
Suppliers
Small non-traditional
Large importers
Small traditional
Asia
East Europe
Central Europe
Latin America
Value
France
Italy
Spain
Australia
New Zealand
Chile
Argentina
USA
South Africa
11.7
19.0
7.7
18.9
5.8
8.4
3.7
7.4
8.6
9.8
3.4
0.9
8.7
5.8
1.2
2.8
5.1
0.9
23.3
13.9
8.0
6.2
0.4
9.9
2.2
6.4
11.5
19.2
0.1
1.6
3.8
0.4
1.1
0.4
0.3
7.1
11.4
7.2
21.2
21.1
0.1
25.9
0.4
6.5
1.0
6.9
5.6
11.6
16.3
0.1
10.6
0.9
1.7
0.8
2.9
12.6
37.4
0.0
0.0
2.1
1.9
0.8
3.4
20.0
9.1
19.6
0.6
0.0
2.1
1.6
0.4
3.4
1.0
29.8
4.3
0.5
0.1
1.3
0.2
0.2
1.1
2.9
15.4
3.7
0.4
0.1
1.3
0.2
0.0
1.0
4.4
1.4
15.2
0.1
0.0
54.5
0.4
15.2
0.0
3.5
4.3
8.6
0.0
0.0
14.8
2.1
10.2
0.0
Volume
France
Italy
Spain
Australia
New Zealand
Chile
Argentina
USA
South Africa
8.6
27.3
12.3
16.7
2.1
7.8
3.4
6.8
7.2
10.9
10.3
3.2
13.1
2.1
3.6
2.9
5.8
4.3
19.3
15.4
12.5
8.1
0.4
10.3
2.5
7.3
11.6
18.7
1.3
1.2
6.2
0.4
1.4
0.5
1.4
6.3
6.0
7.7
36.0
15.8
0.0
25.1
0.3
3.9
1.2
7.8
6.6
6.8
13.5
0.1
7.3
1.0
0.4
1.1
1.2
14.1
42.0
0.0
0.0
0.7
1.5
0.3
2.1
35.4
11.5
23.3
0.3
0.0
0.7
0.9
0.1
2.1
0.3
34.3
2.5
0.2
0.0
0.7
0.1
0.1
0.8
3.0
17.7
2.0
0.2
0.0
0.7
0.1
0.1
0.8
0.7
0.4
18.1
0.0
0.0
62.7
0.3
9.6
0.0
4.7
4.1
13.7
0.0
0.0
3.9
1.7
7.4
0.0
Table 8
Bulk wine imports by importers 200001 average versus 201011 average: volume, unit value and incidence on still wine imports of imported bulk wine
and absolute (abs) and relative (%) growth in period (top 17 countries according to volume).
Source: Our calculations, based on GTI data.
Importing country (b)
201011
Volumea
Germany
France
United Kingdom
Russia
USA
Italy
China
Portugal
Sweden
Canada
Switzerland
Czech Republic
Belgium
Denmark
Romania
Norway
Japan
a
8,805.2
4,859.7
3,626.1
2,523.5
2,114.8
1,610.2
1,286.4
964.7
909.8
902.2
800.1
786.7
776.5
761.9
487.8
371.5
371.0
Unit value
(h/lt)
0.48
0.34
0.83
0.42
0.73
0.51
0.68
0.34
1.48
0.70
1.00
0.51
1.07
1.14
0.38
1.84
1.00
Share (%) on
still wine
60.3
78.4
29.7
52.6
23.1
89.3
39.9
73.3
50.3
26.2
46.0
49.0
28.9
40.5
88.8
49.5
21.0
Volumea
abs
abs
abs
3,987.9
596.2
2,580.1
2,105.0
1,931.7
1,205.0
992.0
534.4
568.9
280.0
275.2
318.8
57.7
150.0
487.8
169.2
92.5
82.8
14.0
246.7
502.9
1,055.1
297.4
337.0
35.7
166.8
45.0
25.6
68.2
8.0
24.5
na
83.7
33.2
0.02
0.04
0.71
0.05
0.83
0.01
0.06
0.05
0.19
0.06
0.18
0.20
0.03
0.20
na
0.43
0.26
3.4
11.7
85.4
12.9
113.5
1.8
8.4
13.6
12.9
8.6
18.5
40.0
3.2
17.6
na
23.3
26.2
37.2
3.3
155.4
87.9
438.3
18.2
57.2
15.0
85.6
2.3
26.4
17.8
1.4
23.6
na
18.4
17.4
Share (%) on
still wine
32
Inspection of the table reveals rst of all that the fastgrowing bulk wine trade is country-specic: more than half
the bulk wine imports are now concentrated in four
countries. Making allowances for the variations during
the time span considered, the seven largest importers which
currently represent slightly more than two-thirds of world
imports may be estimated to have contributed 85% to the
total increase in world imports in the last decade.
All the major importers except for two, Portugal and
Switzerland, have increased their imports although the
individual growth rates differ substantially: six countries
have more than doubled their imports, the United States of
America has remarkably increased bulk imports ten-fold and
Russia has experienced a ve-fold increase in bulk imports.
Of the large bulk wine importers, France is the country with
the smallest increase in bulk wine imports. In more than half
of the major importers the share of bulk imports on still wine
imports increased, especially where imports of bulk wine
increased more than the average. The only exception is
China, although bulk imports more than tripled, due to the
massive increase in bottled wine imports.
The unit value of imported bulk wine in the single
countries is divergent, accentuating the differences among
countries. The range of unit value expressed in h/litre has
at the lower edge the unit values of imports in France and
Portugal (0.34), Romania (0.38) and Russia (0.42). At the
upper edge are the Scandinavian countries (Denmark,
1.14; Sweden 1.48; Norway, 1.84).
Such differences in the unit value of imports shed some
light on the differences in the composition of bulk wine
imports across countries. Countries with a very low unit
value of imported bulk appear specialized in wine imports
destined to be mixed with national wine or processed
prior to consumption. Conversely, the high unit value of
imported bulk wine in countries such as Sweden, Denmark
and Norway indicates that such markets receive important
quantities of wine packed for consumption in containers
larger than two litres. Countries with an intermediate unit
value of bulk wine imports are likely to receive import
ows with a balanced composition of wine imported in
containers larger than two litres, with a major share of
nished wine which is bottled in the destination market
and sold with a private label or with a producers label.
Fig. 4. Bulk wine imports of main importers, in value and volume, 20002011.
Source: Our calculations, based on GTI data.
33
Fig. 5. Imports of bulk wine in the USA, Italy and China: share (%) on
imports of main suppliers, volume, 20002011.
Source: Our calculations, based on GTI data.
34
Table 9
Wine export of re-exporting countries without domestic production or with a tiny domestic production 201011 average versus 200001 average: value,
volume, unit value and incidence on imports in 201001; multiplying factors for value and volume of export and relative change of unit value in period
(all winestop 20 countries according to value).
Source: Our calculations, based on GTI data.
Re-exporting country
201011
Valuea
United Kingdom
Singapore
Netherlands
Hong Kong
Belgium
Denmark
Latvia
Lithuania
Malaysia
Estonia
Thailand
United Arab Emirates
Sweden
Finland
Ireland
Poland
Indonesia
Norway
India
Kenya
a
550.6
231.8
158.2
153.2
107.4
87.4
85.7
74.1
24.4
15.0
13.5
13.0
12.7
8.7
8.1
6.1
4.8
4.7
2.4
2.0
864.0
128.3
220.1
154.1
231.4
293.7
356.5
521.0
27.2
49.3
47.3
31.9
40.6
25.8
30.0
32.1
3.4
12.8
9.0
12.1
6.37
18.07
7.19
9.94
4.64
2.98
2.40
1.42
8.97
3.04
2.85
4.08
3.13
3.37
2.70
1.90
14.12
3.67
2.67
1.65
Incidence on import
Multiplying factor
Value
Volume
Value
Volume
16.5
73.9
18.9
19.4
12.0
17.2
98.1
69.1
51.6
30.4
48.3
22.3
2.6
5.1
3.6
3.9
322.0
1.7
19.7
24.0
6.6
50.9
6.3
34.9
7.5
15.1
89.3
67.6
43.2
23.9
43.4
21.7
2.1
3.9
4.3
3.4
252.5
1.6
25.9
20.4
3.2
3.2
1.2
18.4
1.2
1.7
33.5
183.6
11.7
1,090.5
7.3
na
2.7
12.6
7.2
8.1
49.8
2.3
12.2
na
4.8
4.4
0.8
15.9
1.0
1.3
20.8
180.8
10.9
945.9
4.6
na
3.6
13.6
9.0
6.9
9.2
2.6
6.4
na
32.6
26.4
42.4
15.4
13.2
32.1
61.0
1.5
8.3
15.3
61.1
na
24.3
7.4
20.8
18.6
443.9
11.4
88.9
na
Table 10
Wine re-exporting countries without domestic production or with a tiny domestic production: main suppliers and client markets in 2011 (all winestop
20 countries according to value).
Source: Our calculations, based on GTI data.
Re-exporting country
United Kingdom
Singapore
Netherlands
Hong Kong
Belgium
Denmark
Latvia
Lithuania
Malaysia
Estonia
Thailand
United Arab Emirates
Sweden
Finland
Ireland
Poland
Indonesia
Norway
India
Kenya
Suppliers
Clients
First
Second
First
Second
France
France
France
France
France
Italy
France
France
Australia
Italy
France
France
France
France
United Kingdom
Germany
Singapore
Italy
France
South Africa
Italy
Australia
Germany
United Kingdom
Spain
France
Italy
Italy
France
France
Australia
Australia
Italy
Chile
France
Italy
France
France
Australia
Chile
Hong Kong
Japan
Norway
Macau
Holland
Germany
Russia
Russia
Hong Kong
Russia
Myanmar
ports Francs
Norway
Estonia
United Kingdom
Ukraine
Singapore
Denmark
Maldives
Dem. Rep. of Congo
France
Australia
Macau
China
France
Sweden
Belarus
Latvia
Thailand
Finland
Cambodia
Australia
Denmark
Russia
France
Czech Republic
Hong Kong
United Kingdom
United Arab E.
Burundi
35
36
Table 11
Wine exports by commercial relations between exporter and importer 201011 average versus 200001 average: value, volume, shares and unit value in
201011; absolute change of share (D) and relative change of unit value (%) in period (all wines).
Source: Our calculations, based on GTI data.
2010/11
Valuea
Shipping inside economic integrated areas (A)
of which: inside European Union (27)
inside NAFTA
inside MERCOSUR
inside ANZCERTA
Trade among WWTG (B)
Shipping outside ( C A B)
of which:European Union (27)
WWTG to other countries
Other exporters
Total wine export (C)
a
9,146
8,566
261
73
246
1,814
11,083
7,386
4,758
754
22,043
Share (D)
Volumeb
48,157
46,172
771
456
757
7,915
40,256
21,421
25,299
1,451
96,328
Value
Volume
41.5
38.9
1.2
0.3
1.1
8.2
50.2
33.4
21.6
3.4
100.0
50.0
47.9
0.8
0.5
0.8
8.2
41.8
22.2
26.3
1.5
100.0
1.90
1.86
3.39
1.61
3.25
2.29
2.75
3.44
1.88
5.22
2.29
Value
Volume
8.8
10.0
0.4
0.1
0.7
2.5
6.3
3.6
2.9
2.3
0.0
13.5
13.8
0.0
0.1
0.4
3.6
10.0
4.0
8.5
1.0
0.0
5.4
3.0
57.1
93.4
35.4
18.7
12.5
7.8
21.7
5.9
0.5
8. Final remarks
Our analysis of the international wine trade over the
period 20002011 highlighted both its growth and the way
its structure has evolved. Having outlined the main trends,
we now briey discuss what appear to be the most critical
issues in order to highlight the main aspects requiring
specic and extensive research. Such issues comprise: (i)
changes in the composition of ows; (ii) new trade routes;
(iii) the peculiar progression of the competitive performance of suppliers; (iv) the increased complexity of the
markets regulatory framework.
The changes in ow composition, with the increased
share of bulk wine and sparkling wine, appear the result of
two drivers: evolution of consumer demand and, for bulk
wine, the search for a more efcient organisation to supply
foreign markets. On the consumption side, the dominant
trends in wine consumption highlighted by the most recent
studies on drivers of customer preferences provide explanations for the increase in the international trade in
sparkling wine as well as wine for consumption in bagin-box (BiB) packaging recorded as bulk wine by statistics.
According to the most relevant studies, in making choices
about what they eat and drink modern consumers appear
inuenced by three mega-trends: health, convenience and
indulgence/premiumisation. Moreover are identied eight
inter-related sub-trends: wellness, speeding up, demographics, authenticity, ethics, sophistication, exclusivity
and value (AWBC, 2007).
The trend towards indulgence and the natural tendency
to differentiate the type of wine chosen when enhancing
the experience appears consistent with the growth of
sparkling wine consumption (Hannin et al., 2010). Such
growth, as seen in Section 2, has been facilitated by the
availability of affordable sparkling wine with an individual
37
38
39
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