us wine industry part 7 of 7

Wine Industry An overview of the industry; from history, to laws, market and

investor outlooks in the U.S.

Page Title: Page Numbers:

History of Wine in the U.S.

5

U.S. Profile 9

Federal Laws & Regulations

16

State Regulations 30

Trading Landscape 46

Consumer Profile 57

Wine Varieties in the U.S. 64

Pricing 93

Page Title: Page Numbers:

Company Profile 101

Top 5 Wine Producing States

109

Wine Regions 132

California Wine Regions 191

Market Overview 219

Investor Outlook 235

Future Potential 250

Work Cited 256

Market Overview:An overview of the market from sales growth to trends.

Market Overview:Sales Growth- By Pricing

Segment

Value ($4.99 & Below

Premium Glass ($5.00 - $7.99)

Super Premium ($8.00 - $10.99

Ultra Premium ($11.00 - $14.99)

Luxury ($15.00 & Above)

0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00%

0.30%

1.60%

10.10%

10.90%

11.60%

Percent Sales Growth:

Percent Sales Growth

Compiled by author from demetergroup.net

Market Overview:Growing Wine Brands-

Barefoot Wine:

$65 million14.6% Growt

h

Cupcake Vineyards:

$48 Million40.2% Growt

h

Apothic Red:

$37 Million118.0

% Growt

h

14 Hands Vineyard:


h

Woodbridge:


h



Suppliers Barefoot WineOwned By E&J Gallo Winery

Cupcake VineyardOwned By The Wine Group

Apothic RedOwned By E&J Gallo Winery

14 Hands VineyardOwned By St. Michelle

Woodbridge Owned By Constellation Brands



Suppliers

27%

21%10%

8%

34%

Industry Dollar Growth:

E. & J. Gallo WineryConstellation BrandsThe Wine GroupTrinchero Family EstatesOther

Top

4 Su

pplie

rs: E. & J. Gallo

WineryConstellation

Brands The Wine

GroupTrinchero

Family Estates

In 2012, about 70% of the industry’s

dollar growth was driven by the top 4

Suppliers


Market Overview: Growing Wine Brands-

Suppliers

E. & J. Gallo Winery Constellation Brands The Wine Group Trinchero Family Estates $0

$200 $400 $600 $800

$1,000 $1,200 $1,400 $1,600 $1,800 $2,000

$0.00

$1.00

$2.00

$3.00

$4.00

$5.00

$6.00

$7.00 $1,897

$1,511

$999

$578

$4.77

$6.43

$3.06

$5.94

IRI Sales (Millions) Average Price per 750ML Bottle

Top 4 U.S. Suppliers: Cost & Profit:



Suppliers • Growth Drivers:Suppliers:

• Apothic Red- 125% Growth• Marc Murray Ranch – 28% GrowthE. & J. Gallo Winery:

• Wild Horse Winery- 19% Growth• SIMI- 16% GrowthConstellation Brands:

• Lulu B.- 86% Growth• Cardinal Zin- 265% GrowthThe Wine Group:

• Napa Cellars- 26% Growth• Menage A Trois- 9% Growth

Trinchero Family Estates:



Suppliers Large wine companies are

developing new brands targeted at the female consumer

Suppliers are increasingly deploying capital to lock up supply

Guaranteed fruit supply remains a key component in brand acquisitions

Lack of new vineyard plantings in the U.S. is causing suppliers to evaluate sourcing overseas

Market Overview:New World vs. Old World

Wines- Old World wines generally from

France, Italy and Spain

New World wines are from the U.S., Australia, New Zealand, Chili and South Africa

Old World wine makers must adhere to a strict set of rules that govern every step to ensure a standard of quality

High alcohol is a term often used to differentiate New World wines from Old World wines which contain less alcohol

Old World wine has been made the same way for centuries

New World wine makers are free to plant whatever grape variety they wish

Market Overview:Trends-

Trading Up

Sparkling Wine

Red Blends

Varietals Growth

Rose Over $12

“Eco” Wines

Tetra Pak & 3 L Boxes

Oregon & Washingt

on

Wine Apps

Wine Cocktails

Wine Kegs

Compiled by author from lizthach.wordpress


Trading Up•Wine sale increasing in the $12 to $30 range

•Will continue because of lower oil prices, strong dollar and desire for more premium products

Sparkling Wine•Went up 7% in 2014 and will continue to grow especially Prosecco

•There is opportunity for new brands in the sparkling market

Red Blends•These blends are doing well

•Opportunity for higher priced reds is there

Varietals Growth•These blends will continue to grow

•They include Pinot Grigio, Pinot Noir and Sauvignon Blanc


Rose Over $12•Performed well in 2014

•Expected to continue in 2015

“Eco” Wines•16% of consumers looking for these labels

•Potential increase for sustainable, organic and biodynamic wine as consumers grow more concerned with environmental issues

Tetra Pak & 3 L Boxes•Selling well •Continues growth is expected in this area

Oregon and Washington •Strong growth with more interest in wine


Wine Apps• Growing in

popularity with up to 36% of US consumers using them

• Used to check prices and reviews before purchase

Wine Cocktails• Stirring positive

reactions with millennials

• This could be an opportunity to create a new trend of “wine mixology”

Wine Kegs• Gaining positive

attention from consumers, with expected growth here

• Restaurants selling both value-priced and premium wine by the glass


Investor Outlook: The investment landscape for wines in the U.S.

Investor Outlook:Growth Potential-

Strength in the U.S. economy in 2015, will push wine demand up

U.S. GDP growth will improve over 2014 and in 2015 come in near 3 percent for the full year

Interest rate moves will happen at a slow pace

Bulk imports will continue to dominate the wine categories at the lowest price point

There is an expected third consecutive harvest of heavy yield and great quality across most labels

Global and U.S. Economic Factors: Supply:


Starting in mid-2014, the demand for wines priced above $20 a bottle were higher

Wines priced below $9 per bottle performed poorly both on and off premise in 2014

Fine wine finished 2014 at the top with a growth in sales of 6%–10%

The price of fine wines will increase due to improving economy and higher demand

Demand: Pricing:


Grape planting opportunity is shifting north

Oregon and Washington are showing strong growth in planting on a percentage basis

Suitable sites for expansion are becoming more difficult with each passing year.

Direct-to-consumer sales will continue as the largest growth channel for most wineries

Most wineries will have one of their best seasons by the end of the year in 2015

Planting: Financial Performance:

Investor Outlook:Channel Growth 2014-

80%

4%

16%

Percent of Sales by Channel:

Off-Premise Direct to Consumer Shipping On Premise


Future Potential:Industry, generational and pricing facts that will affect the future of the wine industry in the U.S.

Future Potential: Industry Facts-

Foreign-Grown Wine:

The excess supply may impact the import of quality wines that are readily available and have been incorporated into domestic labels

Excess Supply:

Demands for $15 and lower priced wine is lagging- 33 million gallons available on the bulk market

Challenge will be trying to sell where sales growth isn’t strong

Knowledge Gaps:

Wineries aren’t taking advantage of the digital presence and direct to consumer options available

They should try to use these resources even if they fail, they would still be learning

American Wine:

Millennials drink foreign wine more so than US made wine

Producers of wine in the US need to market more than just on price

Engagements:

There is a lack of engagement to strong enotourism initiatives

Not adapting to mobile has left a large untapped opportunity

Legislation:

Regulatory issues that impact the wine industry include those concerning water, air quality and antiquated legislation regarding online communication about alcohol

Compiled by author from forbes.com

Future Potential: Industry Facts-

Data:

Data is useful in this industry

Maturation of technology has caught up

Fine Wine:

Will have the strongest growth

This is the $20 and above per bottle segment

Price Increase:

Prices are going up slowly

As consumers buy quality wine at higher prices, the price will continue to increase

Compiled by author from forbes.com

Future Potential:Generational Facts &

Pricing-Generational:

Boomers have driven decades of growth in the wine industry

The younger generations who could consume more, lack the buying power to buy good bottles

Millennials are the largest buyers of international wines

Pricing:

Mergers and acquisitions of wineries and vineyards are also expected to continue at a record clip

There isn’t an opportunity to increase wine prices broadly but there is a possibility for price jumps in the higher end of the luxury segment

Contact Us for the Full Presentation:

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Clearwater, Fl. 33760

T: 727 538 4112E: [email protected]

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