Issue link: http://read.dmtmag.com/i/534849
w w w. v w m m e d i a . c o m J u l y - A u g 2 015 | V I N E YA R D & W I N E RY M A N A G E M E N T 2 3 here is a good deal of number crunching in this column, and most of the analyses involves sales figures from Nielsen, governments, Technomic and whatever sources I can dig up. Usually those figures are water under the bridge, and while you might consider past per- formance to be a good indication of future performance, it doesn't always work that way. One of the few comprehensive studies that analyzes past trends and offers future projections is the International Wine and Spirits Record (IWSR), which is commis- sioned by France's Vinexpo, the world's largest annual wine trade fair. The latest report (www.thei- wsr.com/iwsr_reports.html) cov- ers changes in the wine market since 2009 and outlines projec- tions in segment growth, national consumption, exports, imports and more. In other words, the IWSR report offers stats that go way beyond what's been trending at Safeway and Costco over the past year. It examines the entire global wine market: where it has been and where it is predicted to go in terms of dollars, volume, wine styles and trends. These numbers are useful to North American wineries that seek a better understanding of the global wine scene, especially those that are curious about, or delving into, international opportunities. MARKET WATCH TIM TEICHGRAEBER IWSR survey shines light on international opportunities The Time is Now FOR U.S. Exports + U.S. wines are capable of competing globally, and with domestic consumption growth slowing, wineries should keep an eye out for export opportunities. + Canada, Asia and some countries in Northern Europe are where the greatest opportunities exist. + Chinese consumption of still wine has grown astronomi- cally, and will continue to grow at a remarkable clip. + U.S. export activity has been somewhat disor- ganized in the past, but exports are now growing. + Increased lobbying orga- nization and government trade negotiations could drastically improve export opportunities. AT A GLANCE VINEXPO CHAIRMAN SPEAKS I interviewed Xavier de Eizagu- irre about the IWSR survey results. A 40-year veteran of the wine industry, de Eizaguirre has been the Vinexpo chairman since 2013, and was a director at Baron Philippe de Rothschild for many years before that, with high-level involvement in the company's Opus One and Almaviva ventures in California and Chile, respectively. Vinexpo Chairman Xavier de Eizaguirre notes that wine consumption in Europe has been declining for 20 years.