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Trends : Burgundy wine export sales recovering

By Vitisphere January 13, 2011
Trends : Burgundy wine export sales recovering

n 2009, export sales of Burgundy wine amounted to 10.15 million bottles (i.e. 846 million cases) valued at €85.6 million including:

Still white wines: 61.5% by volume Still red wines: 33.5% Crémant de Bourgogne: 5%

That is: 15% by volume of still P.S.R. quality wines shipped to the United States and 22% of sales in this category.
Despite the economic crisis, the USA remains by far the second importer of Burgundy wines, with 13% of bottles sold outside France and 17% of the vineyard's export revenue. Burgundy accounts for around 0.8% of the volume of wines entering the US market in 2009, but around 3% by value.

The crisis put a sudden end to a prosperous period for Burgundy wines on the US market: four years of growth (2003-2007), with an overall rise of 66% by volume and 85% by value during that period, leading to record exports to this market.
With a little over 10 million bottles exported, valued at €85.6 million, in 2009 Burgundy wines were at their lowest point since 1996 with exports down 26% by volume and 35% by value.

Nevertheless, since October 2009, the situation has stabilised, gradually turning around.

Burgundy wine shipments to the American market in the last quarter of 2009 grew by 2.5% by volume and 1.3% in value compared to the fourth quarter of 2008. During the first 9 months of 2010, Burgundy wine exports increased 20% in volume and 22% in value compared to the same period in 2009. Nevertheless, this is still 20% behind the first 9 months of 2008, the “normal” level of Burgundy exports across the Atlantic.

While American consumers are still very attentive to prices, they seem to have a renewed desire to consume more expensive wines. For example, the sale of high-end American wines has grown significantly in supermarkets, like Oregon Pinot Noir whose price is comparable to Burgundy reds. This gives hope of a brighter future for Burgundy wines, as long as the exchange rate does not return to penalizing levels.

[ Source : BIVB ]

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