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 2009年加州葡萄酒出口美国崛起
旧金山 –葡萄酒业顾问戈贝格，菲力克森，在伍德赛德拥有一家联营公司，他们透露说， 在2009年经济萧条时期，加州酒商将4.677亿加仑（1.967亿箱）加州葡萄酒运至美国的葡萄酒市场，2009年加州葡萄酒货运量较前一年略微增长了0.2%。估计这些酒的零售收入为179亿美元，比2008年降低了3%，其原因是消费者转而购买低价位的葡萄酒。
SAN FRANCISCO – During the recessionary 2009 economy, California vintners shipped 467.7 million gallons (196.7 million cases) of California wine to the U.S. wine market in 2009, up a modest 0.2% compared to the previous year’s volume. The estimated retail value of these sales was $17.9 billion, down 3% from 2008 as consumers traded down to lower-priced wines, according to wine industry consultants Gomberg, Fredrikson & Associates in Woodside. 他们还说，加州葡萄酒覆盖美国的所有市场及海外市场，海内外运输量同比降低了1.2%至5.635亿加仑（2.37亿箱）。 California wine shipments worldwide to all markets in the U.S. and abroad decreased 1.2% to 563.5 million gallons (237.0 million cases). “尽管去年消费者对他们的支出非常谨慎，但在这种艰难经济环境下，美国的消费趋势显示美国人仍然保留在晚餐时饮用葡萄的习惯。那些在生育高峰出生的一代消费人群已经享用葡萄酒几十年了,而且，现在新千年的消费者，生长于有饮用葡萄酒的习惯的家庭，也显示出对葡萄酒的喜爱。”葡萄酒协会主席兼首席执行官罗伯特 P. （波比）科赫这样说道。 “Although consumers were cautious in their spending last year, the underlying consumer trends in the U.S. have kept wine on the dinner table during this tough economy. The baby boomer generation has enjoyed wine for decades and now millennial consumers, who grew up in families who served wine, are also showing an affinity for wine,” said Robert P. (Bobby) Koch, President and CEO of Wine Institute. 经济萧条使得消费者在家里吃饭次数增加，商务旅行次数减少。依赖餐厅销售的葡萄酒酒商发现餐厅的销售额较之前下滑了6-9％。根据戈贝格-菲力克森报告，一些酒商以零售方式销售库存的葡萄酒，许多酒商侧重于直接面向消费者的销售方式，比如在品酒室培训消费者品酒技巧，组织更多的葡萄酒俱乐部活动，社会媒体宣传，特价优惠和更新网站内容。第四季度业绩报告鼓舞人心，几个沿海仓库的销售量明显提高。较便宜的葡萄酒（750毫升一瓶定价为7美金）销售量的增加是在2009年葡萄酒销售增加的主要原因。 Wineries that were reliant on restaurant sales found that on-premise sales were off 6-9% as consumers dined more at home and business travel was curbed. Some wineries diverted inventory to off-premise retail accounts and many placed new emphasis on direct-to-consumer sales with tasting room staff training, more wine club events, social media outreach, special offers and upgraded web site content, according to the Gomberg-Fredrikson Report. Fourth quarter results were encouraging with shipments from several coastal warehouses reporting improved sales. Less expensive wines (priced up to $7 for a 750ml) accounted for much of the growth in 2009. 美国食品商店低价位葡萄酒销量的增长 U.S. Economy Wines Increase in Food Stores 尼尔森公司是一家全球媒体与消费者信息及信息分析的提供商。根据权威机构尼尔森公司的报告，2009年葡萄酒在美国食品类商店销售额增长了2％。所有增长来自美国葡萄酒，相比之下，外国葡萄酒销量与每年持平。 Wine sales from all production sources in U.S. food stores grew in volume 2% in 2009 according to The Nielsen Company, a global provider of media and consumer information and analytics. All the growth was with American wines, while foreign wine volume was flat. 售价7美金750毫升一瓶的葡萄酒，在美国食品类商店最受欢迎，其出货量增加2％，占总销售量的72％。价格较高的葡萄酒出货量也在增加： 价格在7美金 – 10美金的葡萄酒增长了3％; 10– 14美金的葡萄酒销量增长7％;14美金及以上的葡萄酒销量增加了2％。 Wines, priced up to $7 per 750 ml. bottle, were the most popular in 在超市中不同品种的葡萄酒销售数量份额中， 霞多丽出货量增长了4％，占了22％；赤霞珠，12％的市场份额，增长了7％；其次，梅洛，11％的市场份额，同比增长1%；白金芬黛，8％的市场份额，下降3％。这4个品种总共占据了53％的市场份额。 Chardonnay shipments were up 4% with 22% volume share in supermarkets for varietal wines, followed by Cabernet Sauvignon, 12% share, up 7%; Merlot, 11% share, up 1%; and White Zinfandel, 8% share, down 3%. Together these four varietals held a 53% market share of the volume. 美国的零售收入下跌4％，但成交量增长2％ Retail Value Down 4%, but Volume Grows 2% in the U.S. Wine sales to the U.S. from all production sources—California, other states and foreign producers—grew 2% to 767.4 million gallons (322.8 million cases) in 2009, according to Gomberg-Fredrikson. Estimated retail value fell 4% to $28.7 billion. Table wine volume accounted for 670 million gallons, dessert wine 64 million gallons, and sparkling/champagne 33 million gallons. The 467.7 million gallons of California wine shipped to the U.S. represented a 61% share of the U.S. wine market. 气泡葡萄酒/香槟 Sparkling Wine/Champagne Similar to table wine trends, sparkling wine and champagne grew in volume because of gains in value-priced offerings. The category’s 33 million gallons were a 3% increase from the previous year and represents 4.3% of all wine sales in the U.S. California sparkling wine and champagne jumped 8% to hold a 60% volume share of the U.S. market, while sales of foreign products were flat. 欧洲出口量的减少，亚洲的出口量增加 Exports Decrease to Europe, Rise in Asia Under the difficult conditions of the worldwide recession, 2009 U.S. wine exports, 90 percent from Shipments to the European Union decreased 22 percent to $380 million in winery revenues in 2009 compared to 2008, due in part to the continuing strategy of producers exporting bulk wine for bottling overseas to save the transportation costs of shipping bottles and other packaging. The finished wines are then shipped to their final destinations in neighboring countries. After the European Union, the top markets were: Canada, $242 million, -7%; Japan, $79 million, +28%; Hong Kong, $47 million, +84%; and China, $36 million, +64%. CALIFORNIA WINERY SHIPMENTS 1 加州酒庄出货量1
1 Includes table, champagne/sparkling, dessert, vermouth, other special natural, sake and others. Excludes foreign bulk shipped by California wineries. Source: Gomberg-Fredrikson & Associates and Wine Institute. To convert gallons to cases, divide gallons by 2.3775 表格1包括餐酒，香槟/汽泡葡萄酒，点心，苦艾酒，其他特殊风味的天然酒，日本清酒及其它酒类酒等。不包括由美国加州的酒厂运送的外国桶装酒。来源：戈贝格-菲力克森联营公司和葡萄酒学院。 若将加仑单位转换为箱，将加仑数除以23775即可。 TABLE WINE VOLUME SHARE BY COLOR In U.S. Supermarkets 用颜色列表美国超市餐酒量市场份额
Source: Based on U.S. supermarket data from The Nielsen Company. -more425 MARKET ST · SUITE 1000 · SAN FRANCISCO, CA · 94105 · 415-512-0151 · WWW.WINEINSTITUTE.ORG 资料来源: 根据尼尔森公司美国超市数据 -more425 市场街-10000套房-旧金山认证中心-94105-412-0151-网址:www。Wineinstitute。org。 WINE SALES IN THE U.S.—1991 to 2009 in millions of gallons (Wine shipments from California, other states and foreign producers entering U.S. distribution) 1991年至2009年葡萄酒在美销售-数百万加仑 （美国加州，其它州及海外葡萄酒生产商对美国葡萄酒市场的占有情况）
Sources: Volume—Wine Institute, Department of Commerce, Estimates by Gomberg, Fredrikson & Associates. Preliminary. Totals may not add up exactly due to rounding. Excludes exports. To convert gallons to cases, divide gallons by 2.3775 1 Includes all still wines not over 14 percent alcohol; excludes Canadian malt coolers. 2 Includes all still wines over 14 percent alcohol and sake. 来源: 葡萄酒学院, 美国商务部指令戈贝格-菲力克森联营公司和葡萄酒学院估算。由于四舍五入，初步计算总数也许不准确。 不包括出口。 将加仑单位换算成箱子单位时，将加仑总数除以23775即可。 酒1. 包括酒精度不超过14%的不起泡葡萄酒；不包括加拿大麦芽酒冷却器 酒2．包括酒精度超过14%的不起泡葡萄酒及日本清酒。
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