Helpful Resource for wine project

Hi everyone,

Check out this very interesting article published just a few days ago.  I think it will be very relevant to the United States group!

Cheers!

-Emily Plant

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Impact Databank Exclusive: Top Italian Labels Driving Imported Sparklers In U.S.

Impact Databank’s exclusive analysis of the top 10 imported sparkling wines in the U.S. market finds that Italian wines continue to be the biggest volume drivers in this rising segment. Total imported sparkling wine shipments to the U.S. increased 19.7% to 7.65 million cases in 2011.

Of the 10 largest imported sparkling wines in the market by volume, half are sourced from Italy. Four of those five—Verdi, Sparkletini, Mionetto and Lunetta—grew by double-digits in 2011, the lone exception being Martini & Rossi, whose U.S. depletions have now slipped by 25% since 2007. Verdi and Sparkletini, imported by Carriage House Imports, continue to thrive on accessible pricing and flavored extensions like Green Apple, Peach and Raspberry. Combined volume for the two Carriage House labels has nearly doubled since 2007, eclipsing 1.5 million cases last year.

Selling for a few dollars more per bottle, Proseccos like Mionetto and Lunetta continue to surge in the U.S. market. Lunetta, making good on marketer Palm Bay Imports’ prediction to Shanken News Daily last summer, grew nearly 50% to 150,000 cases in 2011. Rival Mionetto more than kept pace, adding 5,000 more cases than Lunetta for the year on 21% growth.

While Italy’s top sparklers keep charging ahead, the leading Cava brands in the U.S. have seen a tougher road. Freixenet has now declined for three straight years and is off by 19% since 2008. Slightly lower-priced portfoliomate Segura Viudas added at least 20,000 cases a year from 2005-2010, but last year it slowed markedly. Competitor Jaume Serra Cristalino’s path has been similar. From 2006-2010 it grew by 70%, but an 8.5% decline in 2011 ended its upswing.

Meanwhile, Champagne shipments to the U.S. have been robust the past two years (up 14% by volume last year, according to the CIVC), but depletions for the Champagne segment’s top two brands, Moët & Chandon and Veuve Clicquot, were relatively flat last year.

USA - Top 10 Imported Sparkling Wine Brands (thousands of nine-liter case depletions)

Rank      Brand    Importer              Origin    2010       2011       Percent

Change

1              Verdi     Carriage House Imports, Ltd.      Italy       1,065     1,185     11.3%

2              Martini & Rossi  Bacardi USA, Inc.              Italy       650         600         -7.7%

3              Freixenet            Freixenet USA, Inc.         Spain     545         535         -1.8%

4              Moët & Chandon*          Moët Hennessy USA (LVMH)     France  405         410         1.2%

5              Jaume Serra Cristalino   CIV USA Inc.       Spain     410         375         -8.5%

6              Sparkletini           Carriage House Imports, Ltd.      Italy       325         370         13.8%

7              Veuve Clicquot Moët Hennessy USA (LVMH)     France  365         365         -

8              Mionetto             Mionetto USA   Italy       265         320         20.8%

9              Segura Viudas   Freixenet USA, Inc.         Spain     215         220         2.3%

10           Lunetta                Palm Bay International  Italy       105         155         47.6%

Total Top 10        4,350     4,535     4.3%

* excludes Dom Perignon

source: http://www.shankennewsdaily.com/index.php/2012/04/19/2903/impact-databank-exclusive-top-italian-labels-driving-imported-sparklers-in-u-s/

Syllabus Update

Hi everyone,

I have just finished revising the TENTATIVE syllabus for Italy study abroad.  There will definitely be changes, but I thought I'd keep you posted on how things are shaping up.  I have put together a reading packet, which will be available *soon* at the UM Bookstore.  I will make the reading pack available in either ebook format or traditional print.

Click here to access the working copy of the syllabus. ((note that you might want to save the file to your computer first, and then open it))

How is the project research coming? Any questions at this point?

Thanks,

Emily Plant

Summary of meeting 4/11- Next Steps!

Hi everyone-

Thanks for the great meeting last night.  I'm happy to see a few updates on the wikispaces page already.

I have an important update related to the project that I wanted to share with all of you.  I spoke via email with Rino Ferrata, professor at Uni. Brescia and operator of the Franciacorta winery.  I asked him if he has any specific goals for the project, and here is his response:

"You actually got the main goal of ours, regarding the project. Our winery is pretty young, and export is the key point of our strategy. U.S.A. is a great market, but hard to grasp, both for its distribution structure and for the single State legislations. Now we have some connections in Texas, but what we'd appreciate is an analysis of What to do in order to find distributors there and in Canada and to select the States where to focus.

For sure these few words are not sufficient, but I hope they can be at least a way to start our cooperation.

Please feel free to ask anything you need to know in detail.

Best regards

Rino Ferrata" 

So, as you can see, he is particularly interested in the distribution strategy.  Notice that he specifically asks for help on what to do in order to find distributors in the US and Canada.  I would suggest that both teams be sure to address this question.  I imagine with some web searching, you will find directories of distributors.

He also asks about specific states (or cities/areas in Canada) in which to focus.  To answer this question, I think you should think about the target market for the high end, sparkling wine, and then think about how to match up that target with demographics on the states/cities. 

I know this is a big, ambiguous project, but you have a REAL chance to impact a REAL business!  Think how cool this will look on your resume!

Contact me with any and all questions!  Remember, I'd like each team to have their wikispaces page drafted by the end of finals week- May 11, 2012.

Ciao!

-Emily Plant