Definition: United States

Quantity Market share Global ranking

Area 413,000 ha 5.20% ^5th

Production 22,100,000 hl 8% ^4th

Consumption 21,400,000 hl 9.80% ^3rd

Imports 4,615,000 hl 7.70% ^4th

Exports 2,973,000 hl 4.60%^4th

USA, sales by grape variety:

In April 2002, Chardonnay wines accounted for 40% of sales, making them the best-selling wines on the American market. Merlot and Cabernet Sauvignon (18% each) were the two most popular red grape varieties in terms of sales. Next came Zinfandel vinified as white and white rosé (13%), Sauvignon Blanc (5%), Pinot Noir and Zinfandel vinified as red (3% each).

USA, consumption:

10% of the population consumes 86% of the wines on the market.

The American population comprises 192.4 million adults (over 21 years of age), but only 19.2 million are regular wine consumers and drink 86% of the wine consumed on the American market.

Per capita consumption is very low.

Since 1994, per capita (adult) consumption of table wine has increased slightly, reaching 9.5 litres in 2000. The consumption base in the American wine market is both small and fragile. Only 1 in 4 Americans consumes or has ever consumed wine.

Efforts to promote American wines.

In the United States, the Wine Market Council aims to stimulate growth in demand for wine and reach 29 million occasional consumers. In the long term, it wants to increase the segment of regular consumers by 10 to 15%, raise table wine consumption from 9.5 to 12.1 litres per capita, and increase annual wine sales to more than €218 million.

Work to achieve this project will focus mainly on: public relations. While the trend is slightly upward, several indicators show that wine consumption in the United States is fragile.

1. Increase in wine stocks and rise in wine grape production.

2. Decrease in occasional consumers.

3. Occasional consumers increasingly favour beer and spirits over wine.

spirits over wine.

4. Economic uncertainty in the US and worldwide.

Although wines produced in North America have only recently gained international recognition (in the last 30 years or so), wine production there dates back to at least the^17th century.

In the United States, California accounts for 90% of production, but wine is grown in 45 of the 50 states, mainly in Washington, Oregon, and the South and Midwest. Canada also has a long tradition of wine production. Like Australian and New Zealand wines, varietal wines, made from a single grape variety, are very popular. Cabernet Sauvignon and Chardonnay produced in California have achieved renown far beyond the country's borders. In North America, all blends are permitted for wine production. Alongside indigenous grape varieties such as the famous Labrusca, there are varieties derived from European vinifera stocks, such as Chardonnay and Cabernet Sauvignon, which produce the region's finest wines.

USA, imports:

Breakdown between domestic sales and imports

Total US wine imports amounted to 37.5 million litres in December 2001, with a value of €178 million. This represents an increase of 5.7% in volume but a fall of 3.1% in value compared with December 2000. This decline in the value of imports for this month is significant enough to have a real impact on the annual figures. Total imports increased by 6.3% in volume to 476.8 million litres, but rose by only 1.8% in value to €2.4 billion compared to 2000.

For the month of December, the unit value of wines imported into the US market was €42.6 per case (9 litres). There was an 8.31% drop in unit value during 2001 compared to 2000.

Italy accounts for one-third of the volume of wine imported into the United States; together with Chile, they account for 45% of imported wines. However, in terms of value, Italian imports reported for 2001 are lower (although they are increasing) than those of France (ranked first in 2001 in terms of import value).

France saw its unit value fall by 10.6% in December to €79 per case. Looking at 2001 as a whole, there was a significant decrease of 5.9% compared to 2000, representing a nominal value of €76 per case. Australian wines on the American market grew by 30.4% in volume and 23% in value in 2001, ranking third among supplier countries.

USA exports:

The volume of American wine exports, 90% of which are Californian wines, increased by 3% to reach 302 million litres in 2001. Winery revenues amounted to €591 million, a slight decrease compared to the previous year (1%). The value of exports fell slightly: €2.02/litre in 2000 compared with €1.93/litre in 2001.

Over the last 10 years, the value of American wine exports has increased dramatically by 250%. The economic context, increased competition and a strong currency have not facilitated export sales. However, exports to the most important markets, such as the United Kingdom and Canada, have remained strong. The high quality and very specific image of Californian wines have helped to maintain sales. The United Kingdom was the leading export market for Californian wines in 2001, accounting for 32% of export volumes and generating approximately £186 million in revenue for American wineries. Californian wines are well established on the British market. Thanks to promotional activities and commercial publications, the British market saw a 7% increase in sales of Californian wines despite fierce competition.

Canada represents a value of €104 million, the Netherlands €75 million and Japan €62 million.

Volume (millions of litres) Market share

United Kingdom 90,285 29.71%

Canada 52,492 17.28%

Netherlands 35,980 11.85%

Japan 33,644 11.07%

Belgium 16,641 5.48%

France 5,474 1.80%

Source: Wine Institute, millions of litres, 2001.

International buyers prefer bottled Californian wines, which account for 78% of sales worth €460 million. Bulk wine sales increased slightly compared to 2000, reaching €40.4 million. Sparkling wines totalled €34 million, sweet wines €34 million, and musts and others €24 million.

California, history:

Vitis Labrusca, a wild grapevine, grew on the American continent long before the arrival of the first settlers and was replaced in the^mid-19th century by more famous grape varieties belonging to Vitis Vinifera.

The development of viticulture began with Franciscan monks who made wine to celebrate Mass. Father Junipero Serra established the first mission in 1769 in San Diego, the first of a series of 21 missions spread throughout California. These monks produced sweet wines and brandies.

In the 1850s, viticulture pioneers from various countries, including France, Germany and Hungary, introduced more than 100 European grape varieties. At the end of this period, the gold rush led to the establishment of a commercial wine industry in California, and this gold fever became wine fever. After a short period, the area planted with vines more than doubled, and by 1862 the number of vines had reached 8 million.

The Phylloxera epidemic in the second half of the^19th century, followed by Prohibition from 1919 to 1933, destroyed a large part of the vineyards. It was not until the late 1960s that large wineries began to develop, and today viticulture is California's leading fruit crop.

California, climate:

With its mild, sunny climate, wide variety of sites and numerous grape varieties, California has risen in just a few decades to become one of the most prosperous and dynamic wine-producing regions in the world.

Red, white, dry or sweet wines, and rosés: with some 750 wine estates, Californian wine production offers a wide variety of products. The main producing regions are Napa Valley and Sonoma County.

The majority of Californian wines are varietal wines: Cabernet Sauvignon and Zinfandel for red wines, Chardonnay for dry white wines. There are also blends (known as "meritage") similar to those produced in the Bordeaux region, combining Cabernet Sauvignon, Cabernet Franc, Petit Verdot and Malbec for reds, and Sauvignon, Sémillon and Muscadelle for whites.

California also produces sparkling wines made from Pinot Noir and blended using the "traditional method", as well as semi-dry wines (Riesling, Gewurztraminer) and sweet wines made from Chenin Blanc or Muscat Blanc.

California, the vineyard:

California produces 95% of American wines. The country's production is concentrated in the following major regions:

Sonoma Valley (16,400 ha), considered the Provence of California, is located north of San Francisco and runs parallel to Napa Valley. Between the rugged Pacific coast to the west and the rolling hills and mountains to the east, Sonoma Valley offers a magnificent landscape. This region has a relatively similar wine-growing area to Napa Valley, but has far fewer wineries. The climate is warm and the soils are rich and deep. Sonoma Valley comprises 13 AVAs (American Viticultural Areas): Alexander Valley, Chalk Hill, Dry Creek Valley, Knights Valley, Los Carneros, North Coast, Northern Sonoma, Rockpile, Russian River Valley, Sonoma Coast, Sonoma County Green Valley, Sonoma Mountain and Sonoma Valley.

The Monterey vineyard (14,600 ha) is the second largest region in California. It has a hot climate in summer and cool fogs in winter. This region has ancient soils and steep slopes from Carmel Valley to the hills of Salinas Valley. Monterey is a county with diverse terroirs.

Napa Valley (14,500 ha) is the leading American wine region, representing only 1/8 of the Bordeaux region and producing only 4% of California's total wine production. Bordered on both sides by mountains, it stretches about 48 km to the north-west and is a few kilometres wide, located north of San Francisco. This region is influenced by a maritime climate, resulting in cool nights and warm days. The soil is deep but not excessively fertile, producing wines that are distinctive in their intensity, complexity and balance. Furthermore, the soil is volcanic and therefore highly porous. This region has appellations (AVAs) to delimit the different terroirs. There are 15 of them: Atlas Peak, Chiles Valley, Diamond Mountain, Howell Mountain, Los Carneros, Mount Veeder, Napa Valley, North Coast, Oakville, Rutherford, Saint Helena, Spring Mountain District, Stags Leap District, Wild Horse Valley and Yountville.

Mendocino County (5,500 ha) is California's northernmost wine-growing region, located on the Pacific coast and influenced by both Mediterranean and oceanic climates. The soils are alluvial and often contain significant layers of clay. Mendocino County has eight AVAs: Anderson Valley, Cole Ranch, McDowell Valley, Mendocino Ridge, North Coast, Potter Valley, Redwood Valley and Yorkville Highlands.

Lake County (1,600 ha), north of Napa and east of Mendocino County, is located around Clear Lake, which has a moderate influence on the vineyard's temperatures and humidity. The humid air moves towards the hills with the heat of the day and descends back onto the lake during the night, which tends to stabilise the climate. This results in a climate influenced by the coast without the low temperatures and high humidity levels found by the ocean. The soils are volcanic in nature, as in Napa Valley. This region comprises four AVAs: Benmore Valley, Clear Lake, Guenoc Valley and North Coast.

San Francisco Bay (1,600 ha) is a relatively small wine-growing region with a warm climate and stony soil. There are four AVAs in this region: Livermore Valley, Santa Cruz Mountains, Santa Clara Valley and Contra Costa Valley.

The Central Coast region (9,900 ha), part of which is located north of Santa Barbara County, tends to have a warmer climate. Paso Robles is the most sought-after AVA in this region, but the others are also worth mentioning: Arroyo Grande, Central Valley, Edna Valley, Santa Maria Valley and York Mountain. The other part is Santa Barbara County, which is influenced by cool winds from the sea. The AVAs in this area are: Central Valley, Santa Maria Valley and Santa Ynez Valley.

Southern California (1,400 ha) is located south-west of Los Angeles and has two AVAs: Cucamonga Valley and Temecula.

Sierra Foothills, at the foot of the Sierra Nevada, has well-exposed hillsides at an altitude of around 600 metres and a dry climate. The different AVAs are: California Shenandoah Valley and Sierra Foothills.

California, production:

In 2000, California's vineyards covered an area of 194,520 hectares, of which 31,319 hectares were not yet in production; 83% of the total area is used for wine production.

In five years, the vineyard area has increased by 30%. Since 1995, vine planting has been steady and relatively significant, allowing the American vineyard to expand steadily: nearly 3,500 hectares will come into production in the next two to three years.

Production:

California produces 92% of the total American wine production. Viticulture (excluding table grapes) is the third largest activity in terms of revenue for agriculture. It has an impact of around €36 million on the State of California and creates around 145,000 jobs.

In 2001, 3 million tonnes of grapes were vinified in California, a 10% decrease compared to 2000, which had reached a record 3.3 million tonnes. The additional 12,000 hectares of productive land did not prevent the harvest from falling short of the total forecast. A spring frost (a rare phenomenon in California) and a summer with heat waves contributed to lower yields in most of California's vineyards. In 2001, red wine production accounted for the majority of the harvest, with 1.7 million tonnes, down 5%. White wine production fell by 13% compared to 2000, representing 1.3 million tonnes.

California grape varieties:

There are currently around 40 red grape varieties spread over approximately 113,000 hectares and 24 white grape varieties planted on 83,200 hectares. Chardonnay is the most widely grown variety, accounting for 17% of production, followed by Cabernet Sauvignon with 12%, Colombard with 10%, Zinfandel with 10% and Merlot with 8.1%.

(% of total wine produced, 2001).

The average price of all grape varieties in 2001 was €612.6, an increase of 10% compared to 2000:

€751/tonne for reds, an increase of 8% in one year,

€543/tonne for whites, a decrease of 2%,

€96.4/tonne for table grapes, down 26%.

California, sales:

California has seen remarkable growth in its wine industry over the last 10 years. Farm income more than doubled between 1991 and 2001 due to consumer preference for varietal and premium wines. This trend was boosted by a strong economy in the 1990s and an arbitrary increase in income. Added to these factors were favourable reports on the health benefits of moderate wine consumption (the French paradox) and a succession of great vintages for Californian wines.

Despite an unfavourable environment (declining sales, a strong dollar and the attacks of 11 September), total sales of Californian wines in 2001 amounted to 17 million hectolitres, approximately 1% more than the previous year. However, the loss in value for producers is estimated at €83 million, or 1% of total revenue for 2001 (€7 billion). Wine sales in food stores fell by 3% in 2001. Sales of premium wines, which account for 50% of total sales, are the most robust, particularly in the €7.7 to €11 price range (where sales increased by 9%) and the €11 to €15.5 range (which grew by 15%).

California legislation:

Legislation regarding the sale of wine in the United States is established in each state and is referred to as Direct Wine Shipments. Each state has the absolute right to control the sale and distribution of alcoholic beverages within its borders. After the repeal of Prohibition, each state created its own system for regulating alcoholic beverages. These different systems were influenced by local economic interests and regional political attitudes. This has led to a wide variety of laws, ranging from the strictest to the most lenient.

Wine growing also has its own legislation: the AVAs (American Viticultural Areas). These correspond roughly to our appellations. Wine-growing areas are just one type of appellation, but not all appellations are wine-growing areas. An appellation of origin can be the name of a region, a state or a county. AVAs are hybrids of appellations. In terms of size, they can be either extremely small or very large. In terms of quality, there is no guarantee that a wine labelled with an AVA will be better than another wine without a label.

California commercial wineries:

There are approximately 847 commercial wineries in California. Nearly half of them sell less than 5,000 cases (12 bottles = 9 litres), and the 25 largest sell 90% of all Californian wines on the world market. In the United States, there are approximately 1,800 commercial wineries, a figure that has tripled over the last 20 years.

Key players in the industry:

Wine Institute

This institute's mission is to initiate and recommend to states, federal and international public policy makers ways to improve the environment for responsible wine consumption and enjoyment.