What’s Ahead for 2019? Wine Economist World Tour Update

51ppzy7bwzl-_sx332_bo1204203200_The Wine Economist World tour continues in 2019 and I thought you might  be interested in the who/what/when/where because I think my speaking schedule reflects some important issues and concerns in the  global wine business. Here’s an annotated itinerary.

Unified Wine and Grape Symposium

The Unified Wine & Grape Symposium is the Big Show, the largest wine industry gathering in the hemisphere. About 14,000 people will come to Sacramento for the sessions, trade show, and networking opportunities. The Wednesday morning State of the Industry session draws a huge standing-room-only audience that will be anxious to hear about this year’s special challenges: slowing economy, plateauing demand, surplus stocks, and useful strategies to deal with these problems.

I will moderate the session and present, too, along with Jeff Bitter, Allied Grape Growers, Danny Brager, The Nielsen Company, Marissa Lange, LangeTwins Family Winery and Vineyards, and Glenn Proctor, Ciatti Company. This is a fantastic lineup of speakers with much to say about the industry today and in the future. Not to be missed.

I will be busy again on Thursday morning as co-moderator with L. Federico Casassa, California Polytechnic State University, of “Technology Thursday: From Drones to Chatbots; How the Wine Industry is Embracing Digitalization.”  The speakers will examine digital technology in the vineyard, cellar, and beyond, revealing what’s already available, what is coming soon, and what the  distant future holds. The distant future, by the way, is only ten years away — the pace of technological change is that fast.

There is much to discuss, so there will be about a dozen speakers including Bob Coleman, Treasury Wine Estates, Nick Dokoozlian, E. & J. Gallo Winery, David S. Ebert, Purdue University, Nick Goldschmidt, Goldschmidt Vineyards, Liz Mercer, WISE Academy,  Miguel Pedroza, California State University, Fresno. and Will Thomas, Ridge Vineyards, California. . Each speaker will have just ten “Ted Talk” minutes, so hold onto your hats!

Washington Winegrowers Convention

I will be a busy guy at the Washington Winegrowers Convention & Trade Show in Kennewick, Washington, February 11-14, 2019. I’ll begin early on the morning of the 12th moderating and presenting at the State of the Industry session, which will deal with some of the economic challenges facing the region’s wine businesses today.

Joining me will be Wade Wolfe, Thurston Wolfe Winery, Chris Bitter, Vintage Economics, Steve Fredricks, Turrentine Brokerage, and Jim Mortensen, President & CEO,  Ste. Michelle Wine Estates.

In the afternoon I will be part of a session on “Intentional Rosé.”Rosé is the hottest category in wine and so it is no surprise that it gets a full session here and also at the Unified.

I will talk about the global market dynamic and be joined by Megan Hughes, Barnard Griffin winery, Rob Griffin, founder of Barnard Griffin winery, Lacey Lybeck , Vineyard Manager at Sagemoor Vineyards, and Vincent Garge, Maison Henri Garde, Bordeaux. Fred Dex with lead a tasting of Rosé from around the world.

Porto Climate Change and Wine Conference

Sue and I are looking forward to the discussion at Climate Change: Solutions for the Wine Industry in Porto on March 6-7. The focus will be on action, not just talk, which is much appreciated. Al Gore is giving the closing address and a host of wine industry leaders will speak on their concrete efforts to address the challenge of climate change. Climate change is such an obvious risk to the wine industry. It is great to see so many rise to meet the challenge.

I will be moderating and presenting at a session called “Efficiency & Economics: Call to Action,” which I assure you will be more interesting than it sounds. Joining me on the panel are Stephen Rannekleiv, Executive Director, Food & Agribusiness Research at Rabobank, and Malcom Preston, Global Head of Sustainability Services at PricewaterhouseCoopers.

Chile’s National Wine Fair

Sue and I are looking forward to being at Viña Viñamar, Chile on May 15-16 for the Feira Nacional Vitivinicola.  I will be speaking about Chilean wine on the global stage, which is appropriate given that Chile is such an important wine exporting nation. Chile is hosting the Asia Pacific Economic Cooperation (APEC) meetings in 2019 and I expect that the National Wine Fair will take full advantage of this opportunity. The U.K. and U.S. have long been Chile’s top export markets, but China became #1 in 2017.

British Columbia Winegrape Council Conference

I’ve been invited to speak about the economics of sustainable winegrowing at the BC Winegrape Council Enology & Viticulture Conference and Tradeshow in Penticton, British Columbia in July  Sustainability is on everyone’s lips (see climate change conference above), but the transition from theory to practice or talk to action is a challenge. Looking forward to discussing this issue with my BC friends and colleagues.

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Change is the common feature of all these programs. Changing economic conditions, changing market focus (who would have guessed that everyone would be talking about Rosé?), climate change and sustainable practices, and technological change, too. Change is always disruptive and always interesting, too. Hope to see you somewhere along the wine road in 2019.

Wine Economist Top 5 of 2018

251626This week’s Wine Economist looks back at the five columns first published in 2018 that captured the most interest among the wine industry audience that frequents this page.

Sometimes it is difficult to find a common thread among the top columns, but not this year. Readers were concerned about U.S. wine sales and they focused on analysis that they hoped might give them insights into the changing market place and especially how to deal with the changing wine consumer base. Take a look at the Top 5 and see if you agree.

#5 U.S. Wine Sales: Five Surprising Facts

Concerns about wine sales were obviously on readers’ minds when this September 2018 column appeared. The premise of the piece was simple: we are all pretty familiar with the conventional wisdom about the wine market but the conventional wisdom doesn’t always hold in a changing world. Sometimes you need to look more closely at the data (Nielsen data in this case) to see what’s actually going on.

There were plenty of surprises to be found (five of them, as the title indicates), including Zinfandel’s high average price (higher than Pinot or Cab), Cabernet’s move past Chardonnay in total sales, the resurgence of French wine (think pink), Australia’s real sales challenge (price, not quantity), and Washington wine’s unexpected prominence when you shift the frame of reference a bit.

#4 Beyond Boom & Bust: Taking a Closer Look at the SVB Report

The Silicon Valley Bank‘s annual wine industry report always gets a lot of attention and with good reason. Timely analysis + innovative thinking + clear presentation = required reading.  But the complexity of the study is sometimes lost in the rush to report the headline conclusions. So I decided to take a deeper dive and shine a light on some of the aspects that weren’t getting the attention they deserved, especially with respect to the generational transition in the wine market.

This also gave me an opportunity to make a point of my own: sometimes the differences within generational cohorts are as important as the difference between them.

#3 Shaw Organic: Is This the Next Miracle from Bronco Wine & Trader Joe’s?

shaw1Organic food has moved from a niche to an important market segment. A lot of us have been waiting for wine to catch up. Bronco Wine, the makers of Charles Shaw (a.k.a. Two Buck Chuck), apparently got tired of waiting and, working with Trader Joe’s stores, introduced Shaw Organic, a line of affordable wines made with organic grapes.

Bronco is the largest vineyard owner in the U.S. (40,000 acres at last count) and has quietly become the largest grower of organic grapes as well. Is Shaw Organic the breakout wine — the wine that will create a critical mass of consumers who look for organic wine the same way that Two Buck Chuck democratized the wine market more generally? Too soon to tell, but it is a trend to watch.

#2 The Changing Face of Wine in America: The Cooper’s Hawk Phenomenon

Direct-to-consumer wine sales are on everyone’s mind. With costs rising faster than prices in most cases, those full-margin wine club sales have become a very high priority. Some say that many Napa Valley producers couldn’t keep the lights on without their wine club sales.

So who has the largest wine club? Incredibly, it is an Illinois-based restaurant and winery business called Cooper’s Hawk, which counts about 300,000 wine club members who visit their local restaurants once a month to pick up the latest wine. What makes Cooper’s Hawk so successful (and how can wineries reach the market they’ve developed)? And can the lessons of Cooper’s Hawk be applied more generally? Timely questions. No wonder this is the #2 column of the year.

#1 Outlaw Wine: 19 Crimes Succeeds by Breaking All the Wine Marketing Rules.

Millennials. They are the wine market of the future and the future is now. But what do they want and how do you get their attention? This May 2018 column, which is top of the list, looks at an incredibly successful Treasury Wine Estates product that was specifically developed to appeal to millennial men.

It is called 19 Crimes, which is kind of a strange name for a wine, and while I am not a big fan of the wine itself (it wasn’t crafted to appeal to me), I am very impressed with the way it has succeeded beyond all reasonable expectations by breaking all the wine marketing rules.

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This is the final Wine Economist column of 2018. See you next year!

Wine Economist World Tour Update: Italy, Napa, Moldova, Romania

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The Wine Economist returns to the road in a few weeks. Here are some of the stops we plan during the summer months.

June 2018

  • I’ll be speaking about “Around the World in Eighty Wines” and leading a wine tasting as part of the University of Puget Sound’s Summer Reunion Weekend Alumni College. June 8-9, 2018. The good folks at Carpenè Malvolti, the famous Conegliano Prosecco house, have kindly donated some of their fine wine for a tasting. Lucky alumni students!

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  • Sue and I will be in Forte dei Marmi, Italy on June 18 for VinoVIP. I will talk about money and wine in the global market context. I am very excited to join a group of Italian wine luminaries on the program and to meet everyone at this great event at the famous Italian seaside resort. We will stop briefly in Bologna on our way to VinoVIP to see old friends (I taught at the Johns Hopkins/SAIS Center in Bologna many years ago) and to visit Eataly World.

Here is the VinoVIP program:

Money & Wine: A Global Perspective (Mike Veseth),

“Italian challenges” (Angelo Gaja),

“how to manage a wine company: the basics” (Ettore Nicoletto, CEO Gruppo Santa Margherita),

“routes of wine – main markets: what are they buying?” (Denis Pantini from Nomisma wine research unit),

“SWOT of Italian wine industry” (Piero Mastroberardino).  Quite an all-star lineup!

July 2018

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  • I’m happy to speak at a private program featuring “Around the World in Eighty Wines” to support the  Northwest Sinfonietta music organization on July 29.

September 2018unwto

  • Sue and I are tentatively planning to participate in the 3rd global wine tourism conference sponsored by the United Nations World Tourism Organization (UNWTO) The conference will be held on September 6-7 in Chisinau, Moldova.

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Războaiele Vinului: Romanian Wine Wars

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Romania has a long wine history and a more significant contemporary wine market presence than many observers appreciate. Its fine wines seem to fly under the radar here in the United States.

Romania produces more wine than New Zealand, according to OIV statistics. So why are Kiwi wines much  better known on the international scene?

Strategy is one answer. New Zealand is highly export-driven, powered by international and multinational investment, while Romanians drink much more of their own wine and export less. In fact, statistics I found suggest that Romanian spending on imports generally exceeds their wine export receipts, creating a negative wine trade balance.

Market positioning is another difference. When New Zealand was breaking into the high-margin US and UK markets 20 years ago many Romanian producers were focused on the lower-margin Russian and CIS markets. This is changing. Exports to the UK, China, and Germany among others now lead the charge. Romanian wine is on the rise.

I was pleased, therefore, to learn that a Romanian translation of my 2011 book Wine Wars has been released. It is called Războaiele Vinului, which translates as “War of Wine.”  The subtitle, “The Curse of the Blue Nun, the Miracle of Two Buck Chuck and the Revenge of the Terroirists” is “Blestemul Blue Nun, Miracolul Two Buck Chuck și Razboaiele Teroriștilor” in Romanian.

The Romanian Wine Wars was adapted by Catalin Paduraru and translated by Radu Rizea. Why translate Wine Wars into Romanian? Catalin believes that it is important for Romanian wine producers to better understand the global markets in which they and their wines compete. He sees Wine Wars as an approachable and understandable analysis of global wine dynamics and was willing to go to a good deal of trouble to make it available in Romania. I’m flattered by this attention and hope that Romanian wine-makers can leverage this analysis to help them gain ground in the fiercely competitive global markets.

I hope to find an opportunity to visit Romania later this year and talk about their wine wars with my Romanian readers. Cheers to you all, and especially to Catalin for all the work he put into this project.

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Update. The Romanian edition of Wine Wars has been named the book of the year by an important Romanian publication.

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Around the World in Eighty Wines Wins Gourmand International Wine Book Prize


9781442257368My new book Around the World in Eighty Wines has received the Gourmand International 2018 award for best U.S. book in the wine and spirits tourism category and will now compete for “Best in the World” with winners from other countries. The global gold, silver, and bronze medals will be announced this May at award ceremonies in Yantai, China.

The Gourmand International awards are important and I have been fortunate to be recognized in the past for best U.S. and bronze medal “world’s best” wine history book (Wine Wars, 2012), world’s best wine blog (WineEconomist.com, 2015) and world’s best wine writing (for Money, Taste, and Wine: It’s Complicated, 2016).

Here is the list of international champions in the wine and spirits tourism category:

logo_awardsAustria – Kulinarische Tourismus und Weintourismus (Springer)
Canada – Les Paradis de la Biere Blanche (Druide)
China – Compass to the ocean of wine (Zhejiang S/T) 9787534179549
France – Des Vignes et des Hommes (Feret)
Georgia – Georgia, Miquel Hudin (Vinologue)
Germany – Seewein, Wein Kultur am Bodensee (Jan Thorbeke)
Portugal – Vinhos & Petiscos (Caminho das Palavras)
Scotland – I love champagne, David Zyw (Freight Books)
Singapore – Cracking Croatian Wine, Charine Tan, Dr Matthew Horkey
Switzerland – Randos bieres en Suisse Romande, Monika Saxer (Helvetiq)
USA – Around the world in 80 wines, Mike Veseth (Rowman & Littlefield)

croatianI am especially pleased to see that Cracking Croatian Wine by Charine Tan and Dr. Matthew Horkey is also on the list. Sue and I met Charine and Matt at the 2016 UNWTO global wine tourism conference in Tbilisi, Georgia and we like and admire them a lot. Their books are valuable additions to the resources available to wine tourists in particular and wine enthusiasts generally.

I don’t know who will be named the “best in the world,”, but I appreciate this recognition. Good luck to Charine, Matt, and all the other national champions in all the categories.

Wine Economist World Tour 2018 Update

wtHappy New Year to all. The Wine Economist World Tour is back on the road in 2018. I’m looking forward to speaking at regional wine industry meetings in Washington, Idaho, and Colorado, plus the big national meeting in Sacramento.

Here are World Tour stops for January and February 2018.

January 2018

  • The World Tour comes to Grand Junction, Colorado where I will be speaking at the VinCO Conference & Trade Show January 15-18. I’ll be giving three talks: “Secrets of the World’s Most Respected Wine Regions,” “The Future of Small Wineries,” and “Around the World in Eighty Wines.” Looking forward to meeting everyone and learning more about the Colorado wine industry.
  • Unified Wine & Grape Symposium. January  23-25, 2018 , Sacramento California. I will be moderating and speaking at the “State of the Industry” session on January 24. It looks like this year’s discussion will be especially interesting and informative. I hope you can attend.

February 2018

  • Washington Winegrowers convention and trade show February 6-8, 2018 in Kennewick, Washington. I will be speaking at the “State of the Industry” session on the morning of February 7.
  • The Idaho Wine Commission’s annual meeting will be on February 13-15 in Boise.  I will be speaking about global trends and local impacts on the morning of February 14.
  • Local meets global: I’ll talk about “Around the World in Eighty Wines” from the vineyard point of view at a special evening meeting of the Tacoma Garden Club  on February 21, 2018.

Hope to see you at one of these events or somewhere else down the wine road in 2018.

The Wine Economist Guide to 2017 Wine Books to Give and to Read Yourself, Too

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The holidays are a great time to give someone you know a book and an even better time to sit down (with a glass of wine) and read one yourself. Wine books are especially welcome this time of year because, well, they are wine books, so how can they not be interesting and fun?

Here are the books we’ve reviewed at The Wine Economist this year. Any of them would make a great gift to that special person. All of them are good reads and worthy of your attention.

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Caro Feely, Glass Half Full: The Ups and Downs of Vineyard Life in France (Summersdale, 2017). The next chapter in the saga of a family who move to France, buy a vineyard,  and struggle to find success and happiness.

Cracking Croatian Wine: A Visitor-Friendly Guide, by Dr. Matthew Horkey and Charine Tan (Exotic Wine Travel). Everything you always wanted to know about Croatian wine but were afraid to ask. A worthy addition to this series of exotic wine guides.

Warren Moran, New Zealand Wine: The Land, the Vines, and the People (Hardie Grant, 2017). A survey of the Kiwi wine industry and its history by someone who has lived through that country’s double wine revolution.

John Schreiner, Icon: Flagship Wines from British Columbia’s Best Wineries (Touchwood Editions, 2017). A guide to British Columbia’s best wines and wineries by the dean of B.C. wine-writing.

Wine Myths & Reality by Benjamin Lewin (Vendage Press). New edition of Lewin’s big book about global wine an how it is changing. Indispensable.

Benjamin Lewin MW, Guides to Wines & Top Vineyards Series. (Vendage Press). A series of very useful and intelligent guides to select wine regions. Unusual analytical depth and detail.

Patrick Alexander’s The Booklovers’ Guide to Wine: A Celebration of the History, Mysteries, and the Literary Pleasures of Drinking Wine (Mango). Irresistible survey of  wine with something for everyone — novice to expert.

Sarah Lohman, Eight Flavors: The Untold Story of American Cuisine. Simon & Schuster, 2016. Not a wine book, but reading about how American food has been transformed might make you think about American wine differently.

Patrick J. Comiskey,  American Rhône: How Maverick Winemakers Changed the Way Americans Drink (University of California Press). Comiskey charts the rise and fall and hopeful rise again of Syrah and other Rhone grape varieties in the U.S.

And last but not least, my new book  Around the World in Eighty Wines (Rowman & Littlefield). Now you know why this post is filed under “Shameless Self-Promotion). Happy reading!