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Old World enjoying export revival

Old World winemaking countries enjoyed greater success in export markets in 2010 than many of their New World rivals, according to latest figures.

Export figures in the Rabobank Wine Quarterly reveal double-digit value growth for exports from France, Italy and Spain last year.

By contrast, many of the New World winemaking nations struggled depite a recovery in global demand, with South African export volumes dropping 2% and Australian and Chilean volumes both showing small growth of around 2%.

Rabobank believes much of the reason behind the New World’s struggles can be put down to currency issues.

Rabobank said: “The weaker euro, particularly in the first half of the year, is likely to have boosted competitiveness especially relative to New World producers suffering from strong currencies.”

Shipping wine bottles across the world to big consumer markets in Europe is also on the wane due to cost and environmental concerns, Rabobank added.

The report pointed out that in China, widely regarded as the world’s key emerging wine market, French wine rather than New World wine that is currently leading the pack.

Rabobank said: “French wine producers in particular occupy a commanding position, having formed deep distribution channel partnerships and strong consumer associations with their products owing to their pioneering efforts since the early 1980s.”

Alan Lodge, 06.04.2011

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