The three export markets for wine to watch in 2019

Prowein has released the results of its annual survey which focuses on the future of the global wine market.

Researchers at Geisenheim University in Germany surveyed more than 2,300 experts in the wine trade from 46 countries on a number of different issues including international wine markets, marketing trends, developments in online wine sales and the economic situation.

The study covers the complete value chain of wine. Respondents included both wine producers (wine-growing estates, wineries, cooperatives) and intermediates (exporters and importers) and marketers (wholesalers, specialist retailers, hotels, and gastronomy), creating a “unique barometer” for the industry.

Each year, Prowein asks people which export markets they think are most attractive to their businesses. They are asked to rank their appeal on a four-point scale from -2 (not attractive at all) to +2 (very attractive).This year, China finally surpassed Japan as the most attractive export market for winemakers worldwide

American exports to China rose in the first half of the year, despite the increased import tariffs China’s government slapped on US wines, while South Africa’s Glenelly winery, founded in 2003 by Bordeaux vintner May de Lencquesaing, considers the country its single biggest export market.

Australian wine exports to China soared more than 50% to AU$1 billion (US$777.2 million) in the past year, thanks in-part to an import tariff reduction at the beginning of this year.

And in the UK, food and drink exports to China grew by 28% in 2017 to £564.4 million (US$783.6 million) in value.

People who took part in Prowein’s survey also said that they expected China’s appeal to exporters will only intensify in the coming years.

But as well as singling out the biggest export markets, Prowein’s survey also looked at those which could become big players by 2024.

Those who took part in the research were asked where they see “potential for their company in the next five years.” The countries were then ranked by the percentage of people who registered an interest in exporting to them.

The resulting list of new emerging wine markets is headed by smaller, easily governable and easier to build up markets that are relatively far developed in economic terms and stable.

However, one in four of the polled producers  said they are still hesitant at present, and do not plan to begin targeting these emerging markets over the next five years.

Keep scrolling to see the small but perfectly-formed markets with the biggest potential for exporters, and the three markets which are losing their appeal.

Method: The ranking of emerging markets is based on the percentage of those surveyed who said they were interested in selling wines in those regions. The ranking of those in trouble, however, was based on a four-point scale from -2 to +2.

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