Check out our new video where we look at the global wine market trade statistics and talk to our guests from the field – BERNARDO CARVALHO (SOGRAPE Group), GRAHAM COX (West London Film School), LARS JENSEN (RareWine Group), Mara De Miguel (Independent Wine Consultant), ALEXANDER SOMVILLE (Pernod Ricard), ARNAUD VALOUR (Valour-Lemaire).
Speaking today with:
• Bernardo Carvalho, has 15 years of experience as Export Market Manager at SOGRAPE Group (responsible for several Export markets except South America and Africa), #1 wine group in Portugal and #5 in Iberian peninsula. He was also recently appointed as head of E-Commerce. (https://www.linkedin.com/in/bernardo-carvalho-15407a2/)
• Graham Cox, Chief Steward at West London Wine School. Has over 30 years of experience in the UK drinks industry in retail, wholesale, operations, education and marketing roles. West London Wine School is the number 1 provider by volume of WSET qualifications in the UK and one of the leading wine schools in the European market. (https://www.linkedin.com/in/graham-cox-dipwset-5161678/)
• Lars Granat Jensen he is CMO at RareWine Group, Denmark. RareWine Group is among the World’s leading companies in the ‘rare & fine wine’ category. The company group also includes RareWine Invest company, helping people to invest in wine. (https://www.linkedin.com/in/larsgranat/)
• Mara De Miguel, Independent Wine Consultant in Spain. She helps companies to export wines and olive oil. She is also wine and food writer for different magazines and gastronomy websites and an author of 2 wine books. (https://www.linkedin.com/in/mara-de-miguel-8029b452/)
• Alexander Somville, Head of Digital Marketing at Pernod Ricard. Alexander is responsible for digital marketing in the EMEA and LATAM regions. (https://www.linkedin.com/in/alexandersomville/)
• Arnaud Valour, Managing Partner and Master Distiller at Valour-Lemaire, Chablis, France. He is also CEO and founder of a wine shop in Chablis, called S.Chablis. (https://www.linkedin.com/in/arnaud-valour-500b7512/)
European wine markets are mature, with no significant growth in consumption. The quality of European wine is highly valued all over the world because the EU countries are the main exporters of wine in the world market. Italy, Spain, and France together supply 80% of all wine exports to the EU, shipping both to other European countries and outside the EU.
Overall, the EU wine market was expected to grow at a moderate pace amid weak population growth and continued relatively high incomes, as well as increased tourism. However, in early 2020, the global economy entered a crisis caused by the outbreak of the COVID-19 pandemic.
The COVID-19 pandemic has triggered a notable transformation of markets in the EU, in particular the wine market. The pandemic affects various market parameters: macroeconomic performance, sales channels, supply chains, consumer behavior, and prices.
Despite favorable weather conditions, the EU’s grape harvest remained below average in 2020 as producer associations and national governments limited production to mitigate the negative impact of the pandemic on the wine market. Preliminary data shows that despite improving performance in the second half of 2020, overall a slight decline could be expected in terms of the annual wine production in the EU.
Inventory management problems and the state of traditional distribution channels represent a great uncertainty in the current market environment. According to available estimates, about 30% of the wine market in volume terms and 50% in value is accounted for by the HoReCa segment (hotels, restaurants, cafes), which were most affected by counter-pandemic measures. The situation was aggravated by the closure of borders, which led to an unprecedented reduction in tourism, the role of which in the GDP of the main wine-producing countries was quite large.
Significant volumes of wine are sold in specialized stores, which were also closed during the quarantine period. Although the growth in wine consumption in the supermarket sector increased slightly, it did not compensate for the decline in other sales channels. Reduced demand for wine has worsened the position of distributors and importers in foreign countries, exacerbating the negative impact of the pandemic on the European wine industry.
With the easing of quarantine restrictions, the demand situation should have improved slightly, but in general, it is expected that a full recovery of export supplies and the work of the HoReCa sector in importing countries will take a long time. In addition, consumer incomes have declined in many countries due to the crisis, exacerbating price competition.