Vinexpo Study on Global Wine Consumption, Production and Trends – With Emphasis on China

Robert Beynat, Chief Executive of Vinexpo delivered results of the study “Current Trends in the International Wine and Spirits Market and Outlook to 2014” a few weeks ago at the Windsor Arms Hotel, Toronto, Canada, in which I was very happy to attend.

For the ninth year, the British firm IWSR (The International Wine and Spirit Research) has produced a detailed report on global consumption, production and international exchanges in the wine and spirits industry. The IWSR study has become a reference for industry professionals.

This year’s study covers 28 producer countries and 114 markets where wine and spirits are consumed and have also included an outlook to 2014. Since 1971, the IWSR database has provided the most detailed and precise information on the global alcoholic beverage market.

The study predicts that world wine consumption will have essentially risen by 8.60% over the 10 year term, 3.18% over the 2009-2014 period.



China first entered the top ten producing countries worldwide in 2007 and by 2010 had moved to 7th place with 115 million cases in 2010.

China’s production is expected to increase the most overall with up to 77% (128 million cases) between 2010 and 2014.


Total Chinese wine consumption reached 96.33 million 9-litre cases, equivalent to 1.156 billion bottles, in 2009, an increase of 104% compared to 2005.

Between 2010 and 2014, the VINEXPO study expects Chinese wine consumption to grow by a further 19.6%, reaching 127 million 9-litre cases by the end of the period. At that point, China will be the 6th largest wine consuming country in the world

Legal age per capita wine consumption in China is still only 1 litre per year. “When this level of consumption per inhabitant is compared with the per capita rates of the other top 10 large consumer countries, the extraordinary potential of the Chinese market becomes clear”, Robert Beynat, pointed out.

The study further mentions that the worldwide growth in consumption will be driven by three countries: US, China and Russia.

Wine Tends

The resurgence of Rose’ is forecast to increase 7.8% in the 2009-2014 period.

All price points globally are expected to grow. The largest growth is expected in the more than $10 category with an increase of 15.37% between 2009-2014. While wines between $5-$10 will grow by 9.25%.

Overall World Wine Consumption

Between 2009 and 2014, the VINEXPO /ISWR study forecasts a moderate increase in world wine consumption of 3.18 %, reaching 2.729 billion cases.

Liz Palmer
Wine and Travel Writer
Member of the CWW (UK)

Searcys Rolls Out Champagne Bar: One New Change

Searcys has recently rolled out its latest Champagne Bar One New Change, which is located in the St Paul’s shopping district. Overlooking St Paul’s Cathedral Bar One New Change can accommodate up to 100 guests and will host an extensive Champagne list including over 30 varieties by the flute and over 100 cuvées by the bottle.

The champagne list aims to celebrate the seasons and all styles of Champagne are expected to be represented; features include tasting flights, vintage profiles, rare vintages as well as the theatrical decanting of Champagne.

Champagne will also be matched with fine foods, namely tapas style “plates” such as foie gras and green peppercorn terrine or smoked tuna with almonds.

Michelle Cartwright, the Searcys Champagne Bar concept development manager, said: “To be part of such an exciting launch is a privilege and Searcys is proud to present a bar in such a great retail development.”

Searcys operates at a number of iconic locations, including 40/30, St Pancras Champagne Bar, Westfield Champagne Bar, the Portrait Restaurant at the National Portrait Gallery and the Hurlingham Club.

Searcys plans to launch a further five Champagne Bars in 2011 at various transport hubs and retail outlets.

Moët & Chandon Drops Dosage in Brut Imperial

Moët & Chandon will be lowering the dosage of its market-leading Brut Impérial from 12 grams per litre to 9 g/l according to its chef de cave Benoît Gouez.
 This follows the decision by Dom Pérignon’s chef de cave Richard Geoffroy, who recently gradually lowered the sugar levels on the prestige cuvée champagnes. Geoffroy said, “There has been a strategy of lowering the dosage in the last 10 years and we are now between 6 and 7 g/l.”
 This decision by the biggest brand in the region follows a global trend towards adding less sugar to the world-famous fizz.
Partly explaining this development is kinder weather in Champagne, giving riper and more complex fruit with less reliance on a conventional dosage of between 10-12 g/l.
Michael Edwards from Drinks Business states “Even climate change skeptics cannot deny that, since 1990, harvests have progressively begun two to three weeks earlier than in the ’70s and ’80s – in better-tended, eco-friendly vineyards, under warmer autumnal skies.”
As for the right level of sugar, opinions vary, but a balance appears to have been struck between 6-8 g/l, ensuring there is enough sugar to enhance the Champagne’s aromas but also protect the wine from premature oxidation. (this is an important statement as sugar helps the wine from premature oxidation.
Philippe Thieffry, senior winemaker at Veuve Clicquot, says “If the Champagne has a moderate dosage – 6-8 g/l – and is well protected by SO2, it will release the same bouquet as one traditionally dosed at 10-12 g/l; it will not suffer oxidation.”
Below 6-8 g/l however, and Jean-Baptiste Lécaillon, vice-president at Louis Roederer, says “you reach an oxidative stage that quickly changes the fruit and aromas of the wine.”