california wine exports

Update

California Wine Exports

JUNE 8, 2021

MAY 20, 2021 EXPORT PROGRAMS COMMITTEE 2

2020 US Wine ExportsBy Value

MARKET USD (000’S) % CHG

World (TOTAL) $ 1,292,245.4 -6.4

Canada $ 460,477.5 8.47

United Kingdom $ 235,946.1 -2.78

EU TOTAL $ 190,940.1 -5.55

Japan $ 79,545.6 -13.95

Hong Kong $ 63,676.3 -43.53

South Korea $ 50,262.3 85.20

China $ 21,206.6 -45.84

Mexico $ 17,062.8 -11.52

Norway $ 15,348.2 44.16

Source: TDM, US Dept of Commerce

California Wine Represents 95% of Total US Wine Exports


2020 US Wine ExportsBy Volume

MARKET LITERS (000’S) % CHG

World (TOTAL) 377,285.7 1.05

United Kingdom 142,831.3 10.66

Canada 83,139.5 20.01

EU TOTAL 79,457.3 -1.03

Japan 13,919.9 -21.40

South Korea 6,918.4 16.32

Hong Kong 6,007.8 -35.69

Norway 5,943.7 17.39

China 4,483.9 -49.74

Mexico 4,289.4 -22.95

Source: TDM, US Dept of Commerce

California Wine Represents 95% of Total US Wine Exports

• MAP • PY21-22 Allocation - Flat to prior year

• ATP• Funding deadline extended to Sept 2024

Funding Update – PY21-22


Comprehensive Study of California Wine

Presented by Wine Institute

WINE INSTITUTE BOARD MEETING

The Idea Behind Capstone California

• California is the fourth largest wine producing region in the world, yet understanding is low outside of the US

• Growing curiosity about California wines and regions around the world

• People buy and sell what they know

• Developed specifically by and for the international wine trade with global rollout

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Speak to a Capstone definition here As definition by Merriam- Webster; Capstone= “the high point : a crowning achievement”

Capstone California: The Comprehensive Guide to California WinesAn Essential Tool for Global Wine Professionals

• Created by and for the international wine community

• In-depth resources on California’s wine regions and varieties

• Rigorous professional Wine Certification Program

• Designed for individual or group study

• Multi-media content

• Mobile optimized

7WINE INSTITUTE BOARD MEETING

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Created by some of the world's most knowledgeable wine professionals, with no less than 20 Master Sommeliers and Masters of Wine, renowned wine educators, wine book authors, iconic winemakers, and industry influencers such as: Writing team: Evan Goldstein MS, Tim Gaiser MS, Sara D’Amato, Madeline Triffon MS, Sandy Block MW, Deborah Parker Wong, Wayne Belding MS, Virginie Boone, Fred Swan, etc. Languages: English, French, Spanish, Japanese, Simplified Chinese, and more French translation of Levels 1 and 2 by September Turn over to Tim to discuss curriculum and certification

Capstone California Wine Curriculum & Certification• Complete each level of the Capstone

Curriculum, including tasting requirements

• Certification awarded upon passing with access granted to the next level


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General talking points: Complete each level of the Capstone Curriculum, including tasting requirements Take online quizzes and pass the final Level Exam Certificates awarded upon passing with access granted to the next level Graduates at each level receive increasing benefits and are recognized in an annual media event

Capstone California Certification:The Definitive California Wine Education

Introductory Level 16 Hours, 22 Modules Tasting Optional

9© 2021-2022. California Wine Institute. Do not reproduce without permission.

Advanced Level 350 Hours, 26 Modules Tasting Required

Intermediate Level 220 Hours, 22 Modules Tasting Required

Expert Level 4125 Hours, 27 Modules Tasting Required

Ambassador Level 4+ Includes visit to CA

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Capstone California Wine Certification (CCWC)Each Level Features 12 Chapters

1. History & Lore2. Geography & Climate3. Soils4. Grapes5. Viticulture & Vinification6. Aging & Maturation7. Wine Law8. Official Classifications9. Producers10. Vintages11. Business of Wine12. Level Exam

CHAPTERS


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Each level will feature the same chapters, but the amount of detail & depth within each chapter will grow with each level Producers: Written by Madeline Triffon MS, all featured producers in chapter 9 were selected by a panel of internationally recognized California wine experts based on their iconic contributions to the history of California winemaking. No producer paid to be featured.


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Talking points re: curriculum within the certification program: How to track progress via the percent completion in upper left corner How to look at content for the full level with the left side menu bar– similar to a table of contents You can see the number of lessons and the chapter quiz You can jump to any chapter at any point and revisit those you wish to study for quizzes and exams You can jump to the final exam at any point to move on to the next level Evan after you’ve passed the final exam and received your certificate, you can still go back to revisit all lessons and material for reference, teaching, and training


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QUIZ (In presentation mode, this is readable)


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Example of Level 2 soils content – California specific


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Example Level 2 QUIZ (In presentation mode, this is readable)

Capstone California.com: Online Learning Hub for California Wines

• Educational Resources for Students & Instructors

• Region & Variety Guides

• Aerial, AVA, and Variety Maps

• Local In-person & Virtual Event Calendar

• Blog posts & Articles


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A resource center to use for own study AND for the purpose of developing and teaching classes and staff trainings with free resource elements to include: In-depth region and variety guides, aerial maps, AVA maps, maps of varieties grown by county, tasting mats and tasting sheets, a video library and more etc.


In-Depth Variety Guides

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Detailed profiles of 30 California wine varieties and styles from Chardonnay to Riesling to so many more Written by Master Sommelier and Author Evan Goldstein Expert Spotlights/interviews from Industry Leaders Available online or download to your device Covers signature styles, history, viticulture, vinification, pairings, benchmark producers, recipes and more


In-Depth Region Guides

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In-depth coverage of 30 of California’s wine regions & AVA’s Guides written by renowned Master Sommeliers, Educators, and Journalists Available online or download to your device Covers history, terroir, signature varieties, crush statistics, benchmark wineries, and trending topics

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Macro-level & Micro-level information

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This particular image shows the “Local Terroir” section of the Napa Valley Study Guide. Content here covers Napa Valley on a macro and micro level: Macro-level: Geological influences, Mountains and Rivers, Soil Diversity, and Climate for the Napa Valley AVA Micro-level: A breakdown of all sub-AVAs and Hillside AVAs of the Napa Valley: The Location and Geography within Napa Valley, the background of it’s naming, Topography/Elevation/Water Sources/ Geographic Features, Geology/Soil Composition, Micro-climate, and Main Grape Varieties grown in each Sub-AVA This level of detail is available in all Region Study Guides for 30 of California’s wine regions and AVAs– From Napa Valley to Yuba County.

Aerial Maps of Major Wine Regions


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Aerial Flyover maps for: North Coast, Sonoma County, Napa Valley, Central Coast, and more. Maps show detailed topography and boundaries for regions to include sub-AVAs, mountain ranges, water sources, and fog patterns.

http://drive.google.com/file/d/1kvP43pJkuwDvsQq1cAZAb3a-jjcve4Ev/view

20AVA Map for online view Print-friendly AVA map

Maps of 141 AVA’s in California


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AVA Maps - All 141 AVA’s in California Color contrast for online viewing and terroir driven print friendly version


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Acreage Maps by Variety

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Success To Date

Beta Launch Results

• 604 enrollments with 572 active students

• 94.7% engagement rate

• 33% completion rate

• 53 scholarship requests from 14 countries


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*It’s still fairly early to use the level completion rate as a key indicator given recent launch dates and market availability, but the high engagement rate shows promise and early adoption

Early Adopters

Europe• 1,600 student registrations from professional trade and media• Kick-off Webinars for 1,200+ attendees with 900 tasting kits in 10 countries

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Canada• Key Influencers: CAPS & Femmes du Vin• Off-premise: LCBO, SAQ, Everything Wine, Wine and Beyond, Willow Park Wines and

Spirits• On-premise: Oliver & Bonacini, The Chase Hospitality Group, Liberty Entertainment

Group, The Keg, IconINK Entertainment Group, Cactus Club, Earl’s


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Coming Soon...

• Launch Certification Levels 3 & 4

• Global Media Launch – Summer 2021

• Fall 2021: UK/Ireland, Japan, Mexico rollout

• Next Stage 2021/2022: Hong Kong, Mainland China, UAE, South Korea

• Capstone seminars for CA winery members virtual and live

• Translation into 8 languages: Russian, German, Polish, French, Simplified Chinese, Japanese, Spanish, Korean


Capstone California: The Comprehensive Guide to California WinesAn Essential Tool for Global Wine Professionals

Accessible via QR code (to the right) or via desktop and mobile website: www.CapstoneCalifornia.com

VIP Access to Certification Program: Complimentary VIP access to Capstone California Levels 1 & 2 available to all board meeting participants.

Access Link: tinyurl.com/WIboard


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Bear QR code = homepage Bottom QR code = takes them to a free sign up link Tiny URL = Will drop them right into registration with the WIboard code already executed

http://www.capstonecalifornia.com/

http://tinyurl.com/WIboard

• Capstone California Roll-Out• Global Costco Program• Communicating Sustainability• Sustainability Benchmarking &

Goals for Climate Action• Trade & Media Visits to CA• 12 months of robust In-Market

Programs in 27 countries

Global ProgramsFY21-22

A Golden State of Mind • Global Consumer Campaign

Global Digital Advertising + Social Media

Retail & Restaurant Programs

Print Advertising

Brand “Anthem” Video

Global ProgramsFY21-22

Questions? Thank you for your time!Honore Comfort Vice President, International [email protected]


california wine exports

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