Supply Chain Analysis LEBANONrsquos Wine Industry DE LUSTRAC Aureacutelie DILIZIEN Tangi LAIZE Elise MOUKARZEL Joseph RENAULT Agathe ROBERT Vincent VILLEDEY Benoit
10452 km2 18 religions
BEFORE FARM GATE
Imported Materials bull Viticulture
o Rootstocks o Varietals o Additives
pesticides herbicides fertilizers
o Machines
bull Oenology o Oak Barrels o Inox tanks o Machines o Yeast o Oenology materials o Oenologue
bull Final Product o Bottles o Corks - Screw caps o Labels
Domestic Materials bull Viticulture
o Rootstocks o Additives
bull Oenology o Inox tanks o Oenologue
bull Final Product o Bottles
FARM GATE
Vine Grower bull Cooperative bull Independent bull Under-contract
AFTER FARM GATE
Distribution bull Individual effort bull Specialized company Fattal
Massoud Dima Food Vincenti Abed-El-Nour Diageo
POS bull Supermarkets bull Wine Cellars bull Grocery stores bull HORECAs
Consumer bull Showy bull No wine Culture bull Seasonable
Foreign Agent
Wine Maker bull Shareholder Company bull Family Business Exporters Individual effort
Legend Relationships bull Weak bull Medium bull Strong
Relationship location bull Inside Lebanon bull Outside Lebanon
History
Chateau Ksara estate founded in 1857 by the Jesuits Ksara is the oldest modern winery in Lebanon source wwwksaracom
Vineyard Location
Bekaa Valley 1241 ha (57) North of Lebanon 633 ha (29) Mount-Lebanon 256 ha (12) South of Lebanon 50 ha (2) Source ENITA 2003
Technical Data
bull Average vineyard price 25000- 40000 $ minimum (vs 108000 $ in France)
bull Pruning Guyot or Gobelet bull Density
ndash Guyot Max 5000 plants per ha ndash Gobelet Min 1600 plants per ha
bull Yield an average of 5 tons per ha
source JP Bel les paysages viticoles de la Bekaa Liban amp UVL 2011
Source Gregory Demarque
Source Gregory Demarque
Wineries bull Number 49 and growing (they were 8 in
the 90rsquo(KHACHAN))
bull Size varies between 7 ha and 340 ha however most of them do not own their vineyard or only own a small part The most of the production is under-lease(ENITA)
bull Type 2 types family business or limited company with shareholders
bull Another type Cooperative only 2 in Lebanon
Domainrsquos name Estate Production Bottles
Exportation ()
Yied Sauvignon Blanc (Monocepage)
Blending with other varieties
Zahle Chacircteau Khoury 15 ha 50 000 20 20-35 hlha --no -- no
Chacircteau Ksara 70+270 under lease
2 700 000 45 55-75 hlha -- no Yes
Coteaux du Liban
6+10 ha under lease
60 000 100 40 hlha -- no -- no
Domaine de Baal
45 ha 12 000 30 18 hl ha -- no Yes
Domaine Wardy
35+10 ha under lease
250 000 65 16-45 hlha Yes Yes
West Bekaa
Cave Kouroum 200 ha 700 000 40 35-40 hlha -- no Yes
Chacircteau Ka 70 150 000 40 30-35 hlha -- no Yes
Chacircteau Marsyas
55 ha 50 000 15 60 hlha -- no Yes
Chacircteau Kefraya
150+210 ha (under lease)
2 000 000 33 40hlha -- no yes
Chacircteau Qanafar
10 + 5 under lease
12 000 -- 10 hlha -- no -- no
Chateau St Thomas
30 + 35 under lease
450 000 65 30-55 hlha -- no Yes
Domaine de Mas Helios
8 ha 3 000 -- -- -- no -- no
Domaine des Tourelles
20 + 20 under lease
150 000 35 45-50 hlha -- no -- no
Heritage 5 + 50 ha under lease
300-400 000
60 -- -- no Yes
Massaya 17 + 23 ha under lease
300 000 85 40-60 hlha -- no Yes
Baalbek
Chacircteau Barka 7 ha 5 000 -- -- -- no Yes
Cocircteaux drsquoHeacuteliopolis
250 ha 6 000 Cooperation
Wineries size in the Bekaa
region Source Zawaq 2012
Ixsir winery
Chateau Ksara
The Wine
bull Quality wine however lacks identity
bull If my wine is excellent why is it important to know that it doesnrsquot fall within the current ldquopolitically correctrdquo norms - Serge Hochar Chateau Musar
bull Heavy full bodied and strong in alcohol wines Some wines can have a 15 alcohol content due to the hot weather in summer
bull Bernard Burtschy wine editor for the French newspaper Le figaro said If we compare the Lebanese wine to the nearby Israeli wines Lebanon is light years ahead
bull 7500000 bottles produced annually (UVL)
Source vivinocom
Laws and Regulations Divided into three main areas
1) Production sale and importation of wines
Defining constituents and nature of
- Lebanese wine
- Lebanese concentrated must
2) Fermentation of
bull dry
bull sparkling
bull sweet semi-sweet wines
bull liqueurs and fortified wines
3) - Use and provenance of grapes
- Cultivation methods for grapes used to make wine
- Guidelines for the wine making process
[4) Rules for labeling and origin designation]
Source Union Vinicole du Liban 2011 | infolebanonwinescom
Vine plants (httpwwwvignevin-sudouestcompublicationsvoyage-etudedocumentssynthese-
libanpdf)
bull Most of the grapes varieties and rootstocks are imported the local ones are of lesser quality
bull Popular grape varieties ndash Carignan Grenache Merlot CS Obeidy Marweh
chardonnay muscat viognier
bull Adaptation of the rootstock to the limestone soil ndash 41B R 110 R 140
Source Greg Demarque
Source grussonmoulinblogspotcom
Before farm gate ndash imports
Country top 5 USD thousand Share in Lebanonrsquos imports ()
France 130 345
USA 126 334
Syrian of Arab Republic
45 119
Spain 38 101
Italy 35 93
Total 373 995
Presses Crushers and machinery used in the manufacturer of winefruit juices
Source buchervaslincom
Some Inox tanks are locally produced but the quality is mediocre (ENITA) thus leaving the majority imported
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||8435|||4|1|1|1|1||2|1|1)
Casks barrels vats of wood
Before farm gate ndash Imported
Country USD thousand Share in Lebanonrsquos imports ()
France 1 125 982
Hungary 17 15
Source midwestsuppliescom
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||4416|||4|1|1|1|1||2|1|)
Before farm gate ndash imports
Glass bottle carboy and other container of glass
Country top 5 U$S thousand Share in Lebanonrsquos imports ()
Egypt 8 787 311
Saudi Arabia 4 961 175
Syrian Arab Republic
3 456 122
Kuwait 3 144 111
Italy 2 833 10
Total 23 181 819
Source wikipedia
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||7010|||4|1|1|1|1||2||)
Stoppers including corks and screw caps
(WINE INDUSTRY IN THE BEKAA VALLEY LEBANON
FOOD-PROCESSING INDUSTRY AS A BASIS FOR COMMUNITY DYNAMICS AND LOCAL SOCIO-
ECONOMIC DEVELOPMENT
Country USD thousands Share in Lebanonrsquos imports ()
Portugal 1 453 93
France 66 42
Spain 41 26
China 1 01
Denmark 1 01
Total 1 562 100
Source viezinecom
European Scientific Journal June 2014 SPECIAL edition vol2 ISSN 1857 ndash 7881)
bull Hubert de Bouard (Chacircteau AngelusIxsir) bull James Palgeacute (Chacircteau Ksara) bull Gabriel Ribeacutero (Chacircteau Sociando Mallet
then Ixsir) bull Serge Hochard (Chacircteau Musar) bull Fabrice Guiberteau (Kefraya)
Source sudouestfr
And Enologistshellip
Source winetimeshkcom
Wine of fresh grapes (httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422|
|||2204|||4|1|1|1|1||2|1|1)
Country USD thousand
Share in Lebanonrsquos imports
Imported quantity (tons)
Imported growth in value between 2009-2013 ( pa)
France 10 593 876 778t 2
Italy 899 74 129t 14
Spain 309 26 111t 5
Chile 58 05 13t 24
Total 11 859 981
Source Gregory Demarque
EXPORT MARKETS
EXPORT MARKETS
Export Turnover $166 million (2014)
In 46 countries
Growth rate2013 +15
22 million bottles
Main actors Ksara Chacircteau Musar Kefraya
Trend and actorshellip
Source Blominvest Bank wwwtrademaporg
wwweconomygovlb
All Lebanese wine producers are doing an individual effort to sell their wines (Khachan)
EXPORT MARKETS Dynamic marketshellip
wwwtrademaporg
UK ndeg1 pricebtl
Top 5 markets almost 23 of the Export Turnover
Exports in France are dominated with laquo entry level raquo wines whereas wines exported to the UK are of higher quality (ENITA2003)
France ndeg1 volume
EXPORT MARKETS hellip and perspectives
$739btl (2012) + 60 since 2009
EXPORT MARKETS hellip and perspectives
Source Blominvest Bank
Local market- statistics bull Consumption 27 bottlecapita vs 15
bottle 10 years ago (Khachan)
bull Half the population is Muslim
bull Tremendous growth over the past decade bull Taxes Excise tax 200LL (010euro per bottle)
duty tax 15 of valueliter (Lebanese Customs)
bull Shipping cost is about 15 Margin should be at least 50 (for expensive bottles-grand cru) and Up to 100 (for cheap wines- cost 1 to 3euros) (Khachan)
Taxes
AOC Dry wine 35
VDF-IGP 53
Champagne 23
Local market
bull Hillebrand has operations in Lebanon
bull Export sales through diaspora (as consumers)
bull Oenotourism impact of Syria on tourism in Lebanon (75000 tourists -gt 25000 in Ksara) ndash Club grappe still offers tours ndash Vinifest will take place in Oct 15
bull In the local market there is a monopole executed by 5 giant companies for distribution like Fattal Massoud Dima Food Vincenti Abed El Nour and diageo (Khachan)
Vinifestlebanoncom
Clubgrappecom
Point Of Sale bull Retail Carrefour Spinneys Le charcutier Aoun Monoprix TSC
bull Wine Cellars Enoteca la maison du vin Vintage Aziz La cigale Nicolas Burgundy les caves de Taillevent Le comptoir La cave de Joel robuchon la maison du sommelier vineyards
bull Wine makers shops (direct sales) Domaine des tourelles Chateau Musar Adyar
bull HORECAs ldquoThe gatheringrdquo for example has a wide selection of wines and organizes wine tasting events such as Chateau du Tertre Chateau Giscours Chateau Talbot
bull Wine bars CRU Le merlot V comme vin
bull Centralized in Beirut
bull Many wine tasting events (Les mercredis drsquoEnoteca Nuit blanche des tourelles wine tasting with honor guests Chateau Palmer at Vintagehellip)
bull In a typical wine cellar you will find approximately
ndash 70 French wines
ndash 15 European and new world wines
ndash 10 Lebanese wines
ndash 5 Other alcohol and spirits
Enotecacomlb Source Zawaq
Consumer trends bull Previously only Arak (an Aniseed
spirit) and whiskey was consumed
bull Now to drink some wine became
the new trend
bull Lack of wine culture and
knowledge
bull Seasonable consumer
bull roseacute in summer near the pool bull red wine in winter near the chimney
bull Search for the cheapest wine but this tendency changed
bull Lebanese spend more and more for good quality wines
bull They drink wine out and discover new tastes and regions
telegraphcouk Source Carlos Khachan
Lebanonrsquos SWOT Analysis Strengths
Cheap labor
Favorable climate
Quality wine
Diversified soil with a dominance of Limestone which is rare in other areas of the planet
Competition and consumption in growth
Improvements in technical issues and modernization
Weaknesses
Political instability
No terroir knowledge
No collective spirit
Lack of identity
Known under the form of certain brands and not as Lebanese wine
Opportunities
Growing market (+15 export)
Many areas have vine growing potential
Foreign investments Carlos Ghosn
Rich in history and culture touristic and marketing elements
Threats
Islamist threat
Inputs costs
No collective work
Lebanese Wine Chain
1 Million euros questionhellip
Where to invest
Invest in a glass factoryhellip hellip and be the leader from the first year
100patates
1 000 000 euro
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
10452 km2 18 religions
BEFORE FARM GATE
Imported Materials bull Viticulture
o Rootstocks o Varietals o Additives
pesticides herbicides fertilizers
o Machines
bull Oenology o Oak Barrels o Inox tanks o Machines o Yeast o Oenology materials o Oenologue
bull Final Product o Bottles o Corks - Screw caps o Labels
Domestic Materials bull Viticulture
o Rootstocks o Additives
bull Oenology o Inox tanks o Oenologue
bull Final Product o Bottles
FARM GATE
Vine Grower bull Cooperative bull Independent bull Under-contract
AFTER FARM GATE
Distribution bull Individual effort bull Specialized company Fattal
Massoud Dima Food Vincenti Abed-El-Nour Diageo
POS bull Supermarkets bull Wine Cellars bull Grocery stores bull HORECAs
Consumer bull Showy bull No wine Culture bull Seasonable
Foreign Agent
Wine Maker bull Shareholder Company bull Family Business Exporters Individual effort
Legend Relationships bull Weak bull Medium bull Strong
Relationship location bull Inside Lebanon bull Outside Lebanon
History
Chateau Ksara estate founded in 1857 by the Jesuits Ksara is the oldest modern winery in Lebanon source wwwksaracom
Vineyard Location
Bekaa Valley 1241 ha (57) North of Lebanon 633 ha (29) Mount-Lebanon 256 ha (12) South of Lebanon 50 ha (2) Source ENITA 2003
Technical Data
bull Average vineyard price 25000- 40000 $ minimum (vs 108000 $ in France)
bull Pruning Guyot or Gobelet bull Density
ndash Guyot Max 5000 plants per ha ndash Gobelet Min 1600 plants per ha
bull Yield an average of 5 tons per ha
source JP Bel les paysages viticoles de la Bekaa Liban amp UVL 2011
Source Gregory Demarque
Source Gregory Demarque
Wineries bull Number 49 and growing (they were 8 in
the 90rsquo(KHACHAN))
bull Size varies between 7 ha and 340 ha however most of them do not own their vineyard or only own a small part The most of the production is under-lease(ENITA)
bull Type 2 types family business or limited company with shareholders
bull Another type Cooperative only 2 in Lebanon
Domainrsquos name Estate Production Bottles
Exportation ()
Yied Sauvignon Blanc (Monocepage)
Blending with other varieties
Zahle Chacircteau Khoury 15 ha 50 000 20 20-35 hlha --no -- no
Chacircteau Ksara 70+270 under lease
2 700 000 45 55-75 hlha -- no Yes
Coteaux du Liban
6+10 ha under lease
60 000 100 40 hlha -- no -- no
Domaine de Baal
45 ha 12 000 30 18 hl ha -- no Yes
Domaine Wardy
35+10 ha under lease
250 000 65 16-45 hlha Yes Yes
West Bekaa
Cave Kouroum 200 ha 700 000 40 35-40 hlha -- no Yes
Chacircteau Ka 70 150 000 40 30-35 hlha -- no Yes
Chacircteau Marsyas
55 ha 50 000 15 60 hlha -- no Yes
Chacircteau Kefraya
150+210 ha (under lease)
2 000 000 33 40hlha -- no yes
Chacircteau Qanafar
10 + 5 under lease
12 000 -- 10 hlha -- no -- no
Chateau St Thomas
30 + 35 under lease
450 000 65 30-55 hlha -- no Yes
Domaine de Mas Helios
8 ha 3 000 -- -- -- no -- no
Domaine des Tourelles
20 + 20 under lease
150 000 35 45-50 hlha -- no -- no
Heritage 5 + 50 ha under lease
300-400 000
60 -- -- no Yes
Massaya 17 + 23 ha under lease
300 000 85 40-60 hlha -- no Yes
Baalbek
Chacircteau Barka 7 ha 5 000 -- -- -- no Yes
Cocircteaux drsquoHeacuteliopolis
250 ha 6 000 Cooperation
Wineries size in the Bekaa
region Source Zawaq 2012
Ixsir winery
Chateau Ksara
The Wine
bull Quality wine however lacks identity
bull If my wine is excellent why is it important to know that it doesnrsquot fall within the current ldquopolitically correctrdquo norms - Serge Hochar Chateau Musar
bull Heavy full bodied and strong in alcohol wines Some wines can have a 15 alcohol content due to the hot weather in summer
bull Bernard Burtschy wine editor for the French newspaper Le figaro said If we compare the Lebanese wine to the nearby Israeli wines Lebanon is light years ahead
bull 7500000 bottles produced annually (UVL)
Source vivinocom
Laws and Regulations Divided into three main areas
1) Production sale and importation of wines
Defining constituents and nature of
- Lebanese wine
- Lebanese concentrated must
2) Fermentation of
bull dry
bull sparkling
bull sweet semi-sweet wines
bull liqueurs and fortified wines
3) - Use and provenance of grapes
- Cultivation methods for grapes used to make wine
- Guidelines for the wine making process
[4) Rules for labeling and origin designation]
Source Union Vinicole du Liban 2011 | infolebanonwinescom
Vine plants (httpwwwvignevin-sudouestcompublicationsvoyage-etudedocumentssynthese-
libanpdf)
bull Most of the grapes varieties and rootstocks are imported the local ones are of lesser quality
bull Popular grape varieties ndash Carignan Grenache Merlot CS Obeidy Marweh
chardonnay muscat viognier
bull Adaptation of the rootstock to the limestone soil ndash 41B R 110 R 140
Source Greg Demarque
Source grussonmoulinblogspotcom
Before farm gate ndash imports
Country top 5 USD thousand Share in Lebanonrsquos imports ()
France 130 345
USA 126 334
Syrian of Arab Republic
45 119
Spain 38 101
Italy 35 93
Total 373 995
Presses Crushers and machinery used in the manufacturer of winefruit juices
Source buchervaslincom
Some Inox tanks are locally produced but the quality is mediocre (ENITA) thus leaving the majority imported
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||8435|||4|1|1|1|1||2|1|1)
Casks barrels vats of wood
Before farm gate ndash Imported
Country USD thousand Share in Lebanonrsquos imports ()
France 1 125 982
Hungary 17 15
Source midwestsuppliescom
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||4416|||4|1|1|1|1||2|1|)
Before farm gate ndash imports
Glass bottle carboy and other container of glass
Country top 5 U$S thousand Share in Lebanonrsquos imports ()
Egypt 8 787 311
Saudi Arabia 4 961 175
Syrian Arab Republic
3 456 122
Kuwait 3 144 111
Italy 2 833 10
Total 23 181 819
Source wikipedia
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||7010|||4|1|1|1|1||2||)
Stoppers including corks and screw caps
(WINE INDUSTRY IN THE BEKAA VALLEY LEBANON
FOOD-PROCESSING INDUSTRY AS A BASIS FOR COMMUNITY DYNAMICS AND LOCAL SOCIO-
ECONOMIC DEVELOPMENT
Country USD thousands Share in Lebanonrsquos imports ()
Portugal 1 453 93
France 66 42
Spain 41 26
China 1 01
Denmark 1 01
Total 1 562 100
Source viezinecom
European Scientific Journal June 2014 SPECIAL edition vol2 ISSN 1857 ndash 7881)
bull Hubert de Bouard (Chacircteau AngelusIxsir) bull James Palgeacute (Chacircteau Ksara) bull Gabriel Ribeacutero (Chacircteau Sociando Mallet
then Ixsir) bull Serge Hochard (Chacircteau Musar) bull Fabrice Guiberteau (Kefraya)
Source sudouestfr
And Enologistshellip
Source winetimeshkcom
Wine of fresh grapes (httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422|
|||2204|||4|1|1|1|1||2|1|1)
Country USD thousand
Share in Lebanonrsquos imports
Imported quantity (tons)
Imported growth in value between 2009-2013 ( pa)
France 10 593 876 778t 2
Italy 899 74 129t 14
Spain 309 26 111t 5
Chile 58 05 13t 24
Total 11 859 981
Source Gregory Demarque
EXPORT MARKETS
EXPORT MARKETS
Export Turnover $166 million (2014)
In 46 countries
Growth rate2013 +15
22 million bottles
Main actors Ksara Chacircteau Musar Kefraya
Trend and actorshellip
Source Blominvest Bank wwwtrademaporg
wwweconomygovlb
All Lebanese wine producers are doing an individual effort to sell their wines (Khachan)
EXPORT MARKETS Dynamic marketshellip
wwwtrademaporg
UK ndeg1 pricebtl
Top 5 markets almost 23 of the Export Turnover
Exports in France are dominated with laquo entry level raquo wines whereas wines exported to the UK are of higher quality (ENITA2003)
France ndeg1 volume
EXPORT MARKETS hellip and perspectives
$739btl (2012) + 60 since 2009
EXPORT MARKETS hellip and perspectives
Source Blominvest Bank
Local market- statistics bull Consumption 27 bottlecapita vs 15
bottle 10 years ago (Khachan)
bull Half the population is Muslim
bull Tremendous growth over the past decade bull Taxes Excise tax 200LL (010euro per bottle)
duty tax 15 of valueliter (Lebanese Customs)
bull Shipping cost is about 15 Margin should be at least 50 (for expensive bottles-grand cru) and Up to 100 (for cheap wines- cost 1 to 3euros) (Khachan)
Taxes
AOC Dry wine 35
VDF-IGP 53
Champagne 23
Local market
bull Hillebrand has operations in Lebanon
bull Export sales through diaspora (as consumers)
bull Oenotourism impact of Syria on tourism in Lebanon (75000 tourists -gt 25000 in Ksara) ndash Club grappe still offers tours ndash Vinifest will take place in Oct 15
bull In the local market there is a monopole executed by 5 giant companies for distribution like Fattal Massoud Dima Food Vincenti Abed El Nour and diageo (Khachan)
Vinifestlebanoncom
Clubgrappecom
Point Of Sale bull Retail Carrefour Spinneys Le charcutier Aoun Monoprix TSC
bull Wine Cellars Enoteca la maison du vin Vintage Aziz La cigale Nicolas Burgundy les caves de Taillevent Le comptoir La cave de Joel robuchon la maison du sommelier vineyards
bull Wine makers shops (direct sales) Domaine des tourelles Chateau Musar Adyar
bull HORECAs ldquoThe gatheringrdquo for example has a wide selection of wines and organizes wine tasting events such as Chateau du Tertre Chateau Giscours Chateau Talbot
bull Wine bars CRU Le merlot V comme vin
bull Centralized in Beirut
bull Many wine tasting events (Les mercredis drsquoEnoteca Nuit blanche des tourelles wine tasting with honor guests Chateau Palmer at Vintagehellip)
bull In a typical wine cellar you will find approximately
ndash 70 French wines
ndash 15 European and new world wines
ndash 10 Lebanese wines
ndash 5 Other alcohol and spirits
Enotecacomlb Source Zawaq
Consumer trends bull Previously only Arak (an Aniseed
spirit) and whiskey was consumed
bull Now to drink some wine became
the new trend
bull Lack of wine culture and
knowledge
bull Seasonable consumer
bull roseacute in summer near the pool bull red wine in winter near the chimney
bull Search for the cheapest wine but this tendency changed
bull Lebanese spend more and more for good quality wines
bull They drink wine out and discover new tastes and regions
telegraphcouk Source Carlos Khachan
Lebanonrsquos SWOT Analysis Strengths
Cheap labor
Favorable climate
Quality wine
Diversified soil with a dominance of Limestone which is rare in other areas of the planet
Competition and consumption in growth
Improvements in technical issues and modernization
Weaknesses
Political instability
No terroir knowledge
No collective spirit
Lack of identity
Known under the form of certain brands and not as Lebanese wine
Opportunities
Growing market (+15 export)
Many areas have vine growing potential
Foreign investments Carlos Ghosn
Rich in history and culture touristic and marketing elements
Threats
Islamist threat
Inputs costs
No collective work
Lebanese Wine Chain
1 Million euros questionhellip
Where to invest
Invest in a glass factoryhellip hellip and be the leader from the first year
100patates
1 000 000 euro
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
BEFORE FARM GATE
Imported Materials bull Viticulture
o Rootstocks o Varietals o Additives
pesticides herbicides fertilizers
o Machines
bull Oenology o Oak Barrels o Inox tanks o Machines o Yeast o Oenology materials o Oenologue
bull Final Product o Bottles o Corks - Screw caps o Labels
Domestic Materials bull Viticulture
o Rootstocks o Additives
bull Oenology o Inox tanks o Oenologue
bull Final Product o Bottles
FARM GATE
Vine Grower bull Cooperative bull Independent bull Under-contract
AFTER FARM GATE
Distribution bull Individual effort bull Specialized company Fattal
Massoud Dima Food Vincenti Abed-El-Nour Diageo
POS bull Supermarkets bull Wine Cellars bull Grocery stores bull HORECAs
Consumer bull Showy bull No wine Culture bull Seasonable
Foreign Agent
Wine Maker bull Shareholder Company bull Family Business Exporters Individual effort
Legend Relationships bull Weak bull Medium bull Strong
Relationship location bull Inside Lebanon bull Outside Lebanon
History
Chateau Ksara estate founded in 1857 by the Jesuits Ksara is the oldest modern winery in Lebanon source wwwksaracom
Vineyard Location
Bekaa Valley 1241 ha (57) North of Lebanon 633 ha (29) Mount-Lebanon 256 ha (12) South of Lebanon 50 ha (2) Source ENITA 2003
Technical Data
bull Average vineyard price 25000- 40000 $ minimum (vs 108000 $ in France)
bull Pruning Guyot or Gobelet bull Density
ndash Guyot Max 5000 plants per ha ndash Gobelet Min 1600 plants per ha
bull Yield an average of 5 tons per ha
source JP Bel les paysages viticoles de la Bekaa Liban amp UVL 2011
Source Gregory Demarque
Source Gregory Demarque
Wineries bull Number 49 and growing (they were 8 in
the 90rsquo(KHACHAN))
bull Size varies between 7 ha and 340 ha however most of them do not own their vineyard or only own a small part The most of the production is under-lease(ENITA)
bull Type 2 types family business or limited company with shareholders
bull Another type Cooperative only 2 in Lebanon
Domainrsquos name Estate Production Bottles
Exportation ()
Yied Sauvignon Blanc (Monocepage)
Blending with other varieties
Zahle Chacircteau Khoury 15 ha 50 000 20 20-35 hlha --no -- no
Chacircteau Ksara 70+270 under lease
2 700 000 45 55-75 hlha -- no Yes
Coteaux du Liban
6+10 ha under lease
60 000 100 40 hlha -- no -- no
Domaine de Baal
45 ha 12 000 30 18 hl ha -- no Yes
Domaine Wardy
35+10 ha under lease
250 000 65 16-45 hlha Yes Yes
West Bekaa
Cave Kouroum 200 ha 700 000 40 35-40 hlha -- no Yes
Chacircteau Ka 70 150 000 40 30-35 hlha -- no Yes
Chacircteau Marsyas
55 ha 50 000 15 60 hlha -- no Yes
Chacircteau Kefraya
150+210 ha (under lease)
2 000 000 33 40hlha -- no yes
Chacircteau Qanafar
10 + 5 under lease
12 000 -- 10 hlha -- no -- no
Chateau St Thomas
30 + 35 under lease
450 000 65 30-55 hlha -- no Yes
Domaine de Mas Helios
8 ha 3 000 -- -- -- no -- no
Domaine des Tourelles
20 + 20 under lease
150 000 35 45-50 hlha -- no -- no
Heritage 5 + 50 ha under lease
300-400 000
60 -- -- no Yes
Massaya 17 + 23 ha under lease
300 000 85 40-60 hlha -- no Yes
Baalbek
Chacircteau Barka 7 ha 5 000 -- -- -- no Yes
Cocircteaux drsquoHeacuteliopolis
250 ha 6 000 Cooperation
Wineries size in the Bekaa
region Source Zawaq 2012
Ixsir winery
Chateau Ksara
The Wine
bull Quality wine however lacks identity
bull If my wine is excellent why is it important to know that it doesnrsquot fall within the current ldquopolitically correctrdquo norms - Serge Hochar Chateau Musar
bull Heavy full bodied and strong in alcohol wines Some wines can have a 15 alcohol content due to the hot weather in summer
bull Bernard Burtschy wine editor for the French newspaper Le figaro said If we compare the Lebanese wine to the nearby Israeli wines Lebanon is light years ahead
bull 7500000 bottles produced annually (UVL)
Source vivinocom
Laws and Regulations Divided into three main areas
1) Production sale and importation of wines
Defining constituents and nature of
- Lebanese wine
- Lebanese concentrated must
2) Fermentation of
bull dry
bull sparkling
bull sweet semi-sweet wines
bull liqueurs and fortified wines
3) - Use and provenance of grapes
- Cultivation methods for grapes used to make wine
- Guidelines for the wine making process
[4) Rules for labeling and origin designation]
Source Union Vinicole du Liban 2011 | infolebanonwinescom
Vine plants (httpwwwvignevin-sudouestcompublicationsvoyage-etudedocumentssynthese-
libanpdf)
bull Most of the grapes varieties and rootstocks are imported the local ones are of lesser quality
bull Popular grape varieties ndash Carignan Grenache Merlot CS Obeidy Marweh
chardonnay muscat viognier
bull Adaptation of the rootstock to the limestone soil ndash 41B R 110 R 140
Source Greg Demarque
Source grussonmoulinblogspotcom
Before farm gate ndash imports
Country top 5 USD thousand Share in Lebanonrsquos imports ()
France 130 345
USA 126 334
Syrian of Arab Republic
45 119
Spain 38 101
Italy 35 93
Total 373 995
Presses Crushers and machinery used in the manufacturer of winefruit juices
Source buchervaslincom
Some Inox tanks are locally produced but the quality is mediocre (ENITA) thus leaving the majority imported
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||8435|||4|1|1|1|1||2|1|1)
Casks barrels vats of wood
Before farm gate ndash Imported
Country USD thousand Share in Lebanonrsquos imports ()
France 1 125 982
Hungary 17 15
Source midwestsuppliescom
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||4416|||4|1|1|1|1||2|1|)
Before farm gate ndash imports
Glass bottle carboy and other container of glass
Country top 5 U$S thousand Share in Lebanonrsquos imports ()
Egypt 8 787 311
Saudi Arabia 4 961 175
Syrian Arab Republic
3 456 122
Kuwait 3 144 111
Italy 2 833 10
Total 23 181 819
Source wikipedia
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||7010|||4|1|1|1|1||2||)
Stoppers including corks and screw caps
(WINE INDUSTRY IN THE BEKAA VALLEY LEBANON
FOOD-PROCESSING INDUSTRY AS A BASIS FOR COMMUNITY DYNAMICS AND LOCAL SOCIO-
ECONOMIC DEVELOPMENT
Country USD thousands Share in Lebanonrsquos imports ()
Portugal 1 453 93
France 66 42
Spain 41 26
China 1 01
Denmark 1 01
Total 1 562 100
Source viezinecom
European Scientific Journal June 2014 SPECIAL edition vol2 ISSN 1857 ndash 7881)
bull Hubert de Bouard (Chacircteau AngelusIxsir) bull James Palgeacute (Chacircteau Ksara) bull Gabriel Ribeacutero (Chacircteau Sociando Mallet
then Ixsir) bull Serge Hochard (Chacircteau Musar) bull Fabrice Guiberteau (Kefraya)
Source sudouestfr
And Enologistshellip
Source winetimeshkcom
Wine of fresh grapes (httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422|
|||2204|||4|1|1|1|1||2|1|1)
Country USD thousand
Share in Lebanonrsquos imports
Imported quantity (tons)
Imported growth in value between 2009-2013 ( pa)
France 10 593 876 778t 2
Italy 899 74 129t 14
Spain 309 26 111t 5
Chile 58 05 13t 24
Total 11 859 981
Source Gregory Demarque
EXPORT MARKETS
EXPORT MARKETS
Export Turnover $166 million (2014)
In 46 countries
Growth rate2013 +15
22 million bottles
Main actors Ksara Chacircteau Musar Kefraya
Trend and actorshellip
Source Blominvest Bank wwwtrademaporg
wwweconomygovlb
All Lebanese wine producers are doing an individual effort to sell their wines (Khachan)
EXPORT MARKETS Dynamic marketshellip
wwwtrademaporg
UK ndeg1 pricebtl
Top 5 markets almost 23 of the Export Turnover
Exports in France are dominated with laquo entry level raquo wines whereas wines exported to the UK are of higher quality (ENITA2003)
France ndeg1 volume
EXPORT MARKETS hellip and perspectives
$739btl (2012) + 60 since 2009
EXPORT MARKETS hellip and perspectives
Source Blominvest Bank
Local market- statistics bull Consumption 27 bottlecapita vs 15
bottle 10 years ago (Khachan)
bull Half the population is Muslim
bull Tremendous growth over the past decade bull Taxes Excise tax 200LL (010euro per bottle)
duty tax 15 of valueliter (Lebanese Customs)
bull Shipping cost is about 15 Margin should be at least 50 (for expensive bottles-grand cru) and Up to 100 (for cheap wines- cost 1 to 3euros) (Khachan)
Taxes
AOC Dry wine 35
VDF-IGP 53
Champagne 23
Local market
bull Hillebrand has operations in Lebanon
bull Export sales through diaspora (as consumers)
bull Oenotourism impact of Syria on tourism in Lebanon (75000 tourists -gt 25000 in Ksara) ndash Club grappe still offers tours ndash Vinifest will take place in Oct 15
bull In the local market there is a monopole executed by 5 giant companies for distribution like Fattal Massoud Dima Food Vincenti Abed El Nour and diageo (Khachan)
Vinifestlebanoncom
Clubgrappecom
Point Of Sale bull Retail Carrefour Spinneys Le charcutier Aoun Monoprix TSC
bull Wine Cellars Enoteca la maison du vin Vintage Aziz La cigale Nicolas Burgundy les caves de Taillevent Le comptoir La cave de Joel robuchon la maison du sommelier vineyards
bull Wine makers shops (direct sales) Domaine des tourelles Chateau Musar Adyar
bull HORECAs ldquoThe gatheringrdquo for example has a wide selection of wines and organizes wine tasting events such as Chateau du Tertre Chateau Giscours Chateau Talbot
bull Wine bars CRU Le merlot V comme vin
bull Centralized in Beirut
bull Many wine tasting events (Les mercredis drsquoEnoteca Nuit blanche des tourelles wine tasting with honor guests Chateau Palmer at Vintagehellip)
bull In a typical wine cellar you will find approximately
ndash 70 French wines
ndash 15 European and new world wines
ndash 10 Lebanese wines
ndash 5 Other alcohol and spirits
Enotecacomlb Source Zawaq
Consumer trends bull Previously only Arak (an Aniseed
spirit) and whiskey was consumed
bull Now to drink some wine became
the new trend
bull Lack of wine culture and
knowledge
bull Seasonable consumer
bull roseacute in summer near the pool bull red wine in winter near the chimney
bull Search for the cheapest wine but this tendency changed
bull Lebanese spend more and more for good quality wines
bull They drink wine out and discover new tastes and regions
telegraphcouk Source Carlos Khachan
Lebanonrsquos SWOT Analysis Strengths
Cheap labor
Favorable climate
Quality wine
Diversified soil with a dominance of Limestone which is rare in other areas of the planet
Competition and consumption in growth
Improvements in technical issues and modernization
Weaknesses
Political instability
No terroir knowledge
No collective spirit
Lack of identity
Known under the form of certain brands and not as Lebanese wine
Opportunities
Growing market (+15 export)
Many areas have vine growing potential
Foreign investments Carlos Ghosn
Rich in history and culture touristic and marketing elements
Threats
Islamist threat
Inputs costs
No collective work
Lebanese Wine Chain
1 Million euros questionhellip
Where to invest
Invest in a glass factoryhellip hellip and be the leader from the first year
100patates
1 000 000 euro
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
History
Chateau Ksara estate founded in 1857 by the Jesuits Ksara is the oldest modern winery in Lebanon source wwwksaracom
Vineyard Location
Bekaa Valley 1241 ha (57) North of Lebanon 633 ha (29) Mount-Lebanon 256 ha (12) South of Lebanon 50 ha (2) Source ENITA 2003
Technical Data
bull Average vineyard price 25000- 40000 $ minimum (vs 108000 $ in France)
bull Pruning Guyot or Gobelet bull Density
ndash Guyot Max 5000 plants per ha ndash Gobelet Min 1600 plants per ha
bull Yield an average of 5 tons per ha
source JP Bel les paysages viticoles de la Bekaa Liban amp UVL 2011
Source Gregory Demarque
Source Gregory Demarque
Wineries bull Number 49 and growing (they were 8 in
the 90rsquo(KHACHAN))
bull Size varies between 7 ha and 340 ha however most of them do not own their vineyard or only own a small part The most of the production is under-lease(ENITA)
bull Type 2 types family business or limited company with shareholders
bull Another type Cooperative only 2 in Lebanon
Domainrsquos name Estate Production Bottles
Exportation ()
Yied Sauvignon Blanc (Monocepage)
Blending with other varieties
Zahle Chacircteau Khoury 15 ha 50 000 20 20-35 hlha --no -- no
Chacircteau Ksara 70+270 under lease
2 700 000 45 55-75 hlha -- no Yes
Coteaux du Liban
6+10 ha under lease
60 000 100 40 hlha -- no -- no
Domaine de Baal
45 ha 12 000 30 18 hl ha -- no Yes
Domaine Wardy
35+10 ha under lease
250 000 65 16-45 hlha Yes Yes
West Bekaa
Cave Kouroum 200 ha 700 000 40 35-40 hlha -- no Yes
Chacircteau Ka 70 150 000 40 30-35 hlha -- no Yes
Chacircteau Marsyas
55 ha 50 000 15 60 hlha -- no Yes
Chacircteau Kefraya
150+210 ha (under lease)
2 000 000 33 40hlha -- no yes
Chacircteau Qanafar
10 + 5 under lease
12 000 -- 10 hlha -- no -- no
Chateau St Thomas
30 + 35 under lease
450 000 65 30-55 hlha -- no Yes
Domaine de Mas Helios
8 ha 3 000 -- -- -- no -- no
Domaine des Tourelles
20 + 20 under lease
150 000 35 45-50 hlha -- no -- no
Heritage 5 + 50 ha under lease
300-400 000
60 -- -- no Yes
Massaya 17 + 23 ha under lease
300 000 85 40-60 hlha -- no Yes
Baalbek
Chacircteau Barka 7 ha 5 000 -- -- -- no Yes
Cocircteaux drsquoHeacuteliopolis
250 ha 6 000 Cooperation
Wineries size in the Bekaa
region Source Zawaq 2012
Ixsir winery
Chateau Ksara
The Wine
bull Quality wine however lacks identity
bull If my wine is excellent why is it important to know that it doesnrsquot fall within the current ldquopolitically correctrdquo norms - Serge Hochar Chateau Musar
bull Heavy full bodied and strong in alcohol wines Some wines can have a 15 alcohol content due to the hot weather in summer
bull Bernard Burtschy wine editor for the French newspaper Le figaro said If we compare the Lebanese wine to the nearby Israeli wines Lebanon is light years ahead
bull 7500000 bottles produced annually (UVL)
Source vivinocom
Laws and Regulations Divided into three main areas
1) Production sale and importation of wines
Defining constituents and nature of
- Lebanese wine
- Lebanese concentrated must
2) Fermentation of
bull dry
bull sparkling
bull sweet semi-sweet wines
bull liqueurs and fortified wines
3) - Use and provenance of grapes
- Cultivation methods for grapes used to make wine
- Guidelines for the wine making process
[4) Rules for labeling and origin designation]
Source Union Vinicole du Liban 2011 | infolebanonwinescom
Vine plants (httpwwwvignevin-sudouestcompublicationsvoyage-etudedocumentssynthese-
libanpdf)
bull Most of the grapes varieties and rootstocks are imported the local ones are of lesser quality
bull Popular grape varieties ndash Carignan Grenache Merlot CS Obeidy Marweh
chardonnay muscat viognier
bull Adaptation of the rootstock to the limestone soil ndash 41B R 110 R 140
Source Greg Demarque
Source grussonmoulinblogspotcom
Before farm gate ndash imports
Country top 5 USD thousand Share in Lebanonrsquos imports ()
France 130 345
USA 126 334
Syrian of Arab Republic
45 119
Spain 38 101
Italy 35 93
Total 373 995
Presses Crushers and machinery used in the manufacturer of winefruit juices
Source buchervaslincom
Some Inox tanks are locally produced but the quality is mediocre (ENITA) thus leaving the majority imported
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||8435|||4|1|1|1|1||2|1|1)
Casks barrels vats of wood
Before farm gate ndash Imported
Country USD thousand Share in Lebanonrsquos imports ()
France 1 125 982
Hungary 17 15
Source midwestsuppliescom
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||4416|||4|1|1|1|1||2|1|)
Before farm gate ndash imports
Glass bottle carboy and other container of glass
Country top 5 U$S thousand Share in Lebanonrsquos imports ()
Egypt 8 787 311
Saudi Arabia 4 961 175
Syrian Arab Republic
3 456 122
Kuwait 3 144 111
Italy 2 833 10
Total 23 181 819
Source wikipedia
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||7010|||4|1|1|1|1||2||)
Stoppers including corks and screw caps
(WINE INDUSTRY IN THE BEKAA VALLEY LEBANON
FOOD-PROCESSING INDUSTRY AS A BASIS FOR COMMUNITY DYNAMICS AND LOCAL SOCIO-
ECONOMIC DEVELOPMENT
Country USD thousands Share in Lebanonrsquos imports ()
Portugal 1 453 93
France 66 42
Spain 41 26
China 1 01
Denmark 1 01
Total 1 562 100
Source viezinecom
European Scientific Journal June 2014 SPECIAL edition vol2 ISSN 1857 ndash 7881)
bull Hubert de Bouard (Chacircteau AngelusIxsir) bull James Palgeacute (Chacircteau Ksara) bull Gabriel Ribeacutero (Chacircteau Sociando Mallet
then Ixsir) bull Serge Hochard (Chacircteau Musar) bull Fabrice Guiberteau (Kefraya)
Source sudouestfr
And Enologistshellip
Source winetimeshkcom
Wine of fresh grapes (httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422|
|||2204|||4|1|1|1|1||2|1|1)
Country USD thousand
Share in Lebanonrsquos imports
Imported quantity (tons)
Imported growth in value between 2009-2013 ( pa)
France 10 593 876 778t 2
Italy 899 74 129t 14
Spain 309 26 111t 5
Chile 58 05 13t 24
Total 11 859 981
Source Gregory Demarque
EXPORT MARKETS
EXPORT MARKETS
Export Turnover $166 million (2014)
In 46 countries
Growth rate2013 +15
22 million bottles
Main actors Ksara Chacircteau Musar Kefraya
Trend and actorshellip
Source Blominvest Bank wwwtrademaporg
wwweconomygovlb
All Lebanese wine producers are doing an individual effort to sell their wines (Khachan)
EXPORT MARKETS Dynamic marketshellip
wwwtrademaporg
UK ndeg1 pricebtl
Top 5 markets almost 23 of the Export Turnover
Exports in France are dominated with laquo entry level raquo wines whereas wines exported to the UK are of higher quality (ENITA2003)
France ndeg1 volume
EXPORT MARKETS hellip and perspectives
$739btl (2012) + 60 since 2009
EXPORT MARKETS hellip and perspectives
Source Blominvest Bank
Local market- statistics bull Consumption 27 bottlecapita vs 15
bottle 10 years ago (Khachan)
bull Half the population is Muslim
bull Tremendous growth over the past decade bull Taxes Excise tax 200LL (010euro per bottle)
duty tax 15 of valueliter (Lebanese Customs)
bull Shipping cost is about 15 Margin should be at least 50 (for expensive bottles-grand cru) and Up to 100 (for cheap wines- cost 1 to 3euros) (Khachan)
Taxes
AOC Dry wine 35
VDF-IGP 53
Champagne 23
Local market
bull Hillebrand has operations in Lebanon
bull Export sales through diaspora (as consumers)
bull Oenotourism impact of Syria on tourism in Lebanon (75000 tourists -gt 25000 in Ksara) ndash Club grappe still offers tours ndash Vinifest will take place in Oct 15
bull In the local market there is a monopole executed by 5 giant companies for distribution like Fattal Massoud Dima Food Vincenti Abed El Nour and diageo (Khachan)
Vinifestlebanoncom
Clubgrappecom
Point Of Sale bull Retail Carrefour Spinneys Le charcutier Aoun Monoprix TSC
bull Wine Cellars Enoteca la maison du vin Vintage Aziz La cigale Nicolas Burgundy les caves de Taillevent Le comptoir La cave de Joel robuchon la maison du sommelier vineyards
bull Wine makers shops (direct sales) Domaine des tourelles Chateau Musar Adyar
bull HORECAs ldquoThe gatheringrdquo for example has a wide selection of wines and organizes wine tasting events such as Chateau du Tertre Chateau Giscours Chateau Talbot
bull Wine bars CRU Le merlot V comme vin
bull Centralized in Beirut
bull Many wine tasting events (Les mercredis drsquoEnoteca Nuit blanche des tourelles wine tasting with honor guests Chateau Palmer at Vintagehellip)
bull In a typical wine cellar you will find approximately
ndash 70 French wines
ndash 15 European and new world wines
ndash 10 Lebanese wines
ndash 5 Other alcohol and spirits
Enotecacomlb Source Zawaq
Consumer trends bull Previously only Arak (an Aniseed
spirit) and whiskey was consumed
bull Now to drink some wine became
the new trend
bull Lack of wine culture and
knowledge
bull Seasonable consumer
bull roseacute in summer near the pool bull red wine in winter near the chimney
bull Search for the cheapest wine but this tendency changed
bull Lebanese spend more and more for good quality wines
bull They drink wine out and discover new tastes and regions
telegraphcouk Source Carlos Khachan
Lebanonrsquos SWOT Analysis Strengths
Cheap labor
Favorable climate
Quality wine
Diversified soil with a dominance of Limestone which is rare in other areas of the planet
Competition and consumption in growth
Improvements in technical issues and modernization
Weaknesses
Political instability
No terroir knowledge
No collective spirit
Lack of identity
Known under the form of certain brands and not as Lebanese wine
Opportunities
Growing market (+15 export)
Many areas have vine growing potential
Foreign investments Carlos Ghosn
Rich in history and culture touristic and marketing elements
Threats
Islamist threat
Inputs costs
No collective work
Lebanese Wine Chain
1 Million euros questionhellip
Where to invest
Invest in a glass factoryhellip hellip and be the leader from the first year
100patates
1 000 000 euro
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
Vineyard Location
Bekaa Valley 1241 ha (57) North of Lebanon 633 ha (29) Mount-Lebanon 256 ha (12) South of Lebanon 50 ha (2) Source ENITA 2003
Technical Data
bull Average vineyard price 25000- 40000 $ minimum (vs 108000 $ in France)
bull Pruning Guyot or Gobelet bull Density
ndash Guyot Max 5000 plants per ha ndash Gobelet Min 1600 plants per ha
bull Yield an average of 5 tons per ha
source JP Bel les paysages viticoles de la Bekaa Liban amp UVL 2011
Source Gregory Demarque
Source Gregory Demarque
Wineries bull Number 49 and growing (they were 8 in
the 90rsquo(KHACHAN))
bull Size varies between 7 ha and 340 ha however most of them do not own their vineyard or only own a small part The most of the production is under-lease(ENITA)
bull Type 2 types family business or limited company with shareholders
bull Another type Cooperative only 2 in Lebanon
Domainrsquos name Estate Production Bottles
Exportation ()
Yied Sauvignon Blanc (Monocepage)
Blending with other varieties
Zahle Chacircteau Khoury 15 ha 50 000 20 20-35 hlha --no -- no
Chacircteau Ksara 70+270 under lease
2 700 000 45 55-75 hlha -- no Yes
Coteaux du Liban
6+10 ha under lease
60 000 100 40 hlha -- no -- no
Domaine de Baal
45 ha 12 000 30 18 hl ha -- no Yes
Domaine Wardy
35+10 ha under lease
250 000 65 16-45 hlha Yes Yes
West Bekaa
Cave Kouroum 200 ha 700 000 40 35-40 hlha -- no Yes
Chacircteau Ka 70 150 000 40 30-35 hlha -- no Yes
Chacircteau Marsyas
55 ha 50 000 15 60 hlha -- no Yes
Chacircteau Kefraya
150+210 ha (under lease)
2 000 000 33 40hlha -- no yes
Chacircteau Qanafar
10 + 5 under lease
12 000 -- 10 hlha -- no -- no
Chateau St Thomas
30 + 35 under lease
450 000 65 30-55 hlha -- no Yes
Domaine de Mas Helios
8 ha 3 000 -- -- -- no -- no
Domaine des Tourelles
20 + 20 under lease
150 000 35 45-50 hlha -- no -- no
Heritage 5 + 50 ha under lease
300-400 000
60 -- -- no Yes
Massaya 17 + 23 ha under lease
300 000 85 40-60 hlha -- no Yes
Baalbek
Chacircteau Barka 7 ha 5 000 -- -- -- no Yes
Cocircteaux drsquoHeacuteliopolis
250 ha 6 000 Cooperation
Wineries size in the Bekaa
region Source Zawaq 2012
Ixsir winery
Chateau Ksara
The Wine
bull Quality wine however lacks identity
bull If my wine is excellent why is it important to know that it doesnrsquot fall within the current ldquopolitically correctrdquo norms - Serge Hochar Chateau Musar
bull Heavy full bodied and strong in alcohol wines Some wines can have a 15 alcohol content due to the hot weather in summer
bull Bernard Burtschy wine editor for the French newspaper Le figaro said If we compare the Lebanese wine to the nearby Israeli wines Lebanon is light years ahead
bull 7500000 bottles produced annually (UVL)
Source vivinocom
Laws and Regulations Divided into three main areas
1) Production sale and importation of wines
Defining constituents and nature of
- Lebanese wine
- Lebanese concentrated must
2) Fermentation of
bull dry
bull sparkling
bull sweet semi-sweet wines
bull liqueurs and fortified wines
3) - Use and provenance of grapes
- Cultivation methods for grapes used to make wine
- Guidelines for the wine making process
[4) Rules for labeling and origin designation]
Source Union Vinicole du Liban 2011 | infolebanonwinescom
Vine plants (httpwwwvignevin-sudouestcompublicationsvoyage-etudedocumentssynthese-
libanpdf)
bull Most of the grapes varieties and rootstocks are imported the local ones are of lesser quality
bull Popular grape varieties ndash Carignan Grenache Merlot CS Obeidy Marweh
chardonnay muscat viognier
bull Adaptation of the rootstock to the limestone soil ndash 41B R 110 R 140
Source Greg Demarque
Source grussonmoulinblogspotcom
Before farm gate ndash imports
Country top 5 USD thousand Share in Lebanonrsquos imports ()
France 130 345
USA 126 334
Syrian of Arab Republic
45 119
Spain 38 101
Italy 35 93
Total 373 995
Presses Crushers and machinery used in the manufacturer of winefruit juices
Source buchervaslincom
Some Inox tanks are locally produced but the quality is mediocre (ENITA) thus leaving the majority imported
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||8435|||4|1|1|1|1||2|1|1)
Casks barrels vats of wood
Before farm gate ndash Imported
Country USD thousand Share in Lebanonrsquos imports ()
France 1 125 982
Hungary 17 15
Source midwestsuppliescom
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||4416|||4|1|1|1|1||2|1|)
Before farm gate ndash imports
Glass bottle carboy and other container of glass
Country top 5 U$S thousand Share in Lebanonrsquos imports ()
Egypt 8 787 311
Saudi Arabia 4 961 175
Syrian Arab Republic
3 456 122
Kuwait 3 144 111
Italy 2 833 10
Total 23 181 819
Source wikipedia
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||7010|||4|1|1|1|1||2||)
Stoppers including corks and screw caps
(WINE INDUSTRY IN THE BEKAA VALLEY LEBANON
FOOD-PROCESSING INDUSTRY AS A BASIS FOR COMMUNITY DYNAMICS AND LOCAL SOCIO-
ECONOMIC DEVELOPMENT
Country USD thousands Share in Lebanonrsquos imports ()
Portugal 1 453 93
France 66 42
Spain 41 26
China 1 01
Denmark 1 01
Total 1 562 100
Source viezinecom
European Scientific Journal June 2014 SPECIAL edition vol2 ISSN 1857 ndash 7881)
bull Hubert de Bouard (Chacircteau AngelusIxsir) bull James Palgeacute (Chacircteau Ksara) bull Gabriel Ribeacutero (Chacircteau Sociando Mallet
then Ixsir) bull Serge Hochard (Chacircteau Musar) bull Fabrice Guiberteau (Kefraya)
Source sudouestfr
And Enologistshellip
Source winetimeshkcom
Wine of fresh grapes (httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422|
|||2204|||4|1|1|1|1||2|1|1)
Country USD thousand
Share in Lebanonrsquos imports
Imported quantity (tons)
Imported growth in value between 2009-2013 ( pa)
France 10 593 876 778t 2
Italy 899 74 129t 14
Spain 309 26 111t 5
Chile 58 05 13t 24
Total 11 859 981
Source Gregory Demarque
EXPORT MARKETS
EXPORT MARKETS
Export Turnover $166 million (2014)
In 46 countries
Growth rate2013 +15
22 million bottles
Main actors Ksara Chacircteau Musar Kefraya
Trend and actorshellip
Source Blominvest Bank wwwtrademaporg
wwweconomygovlb
All Lebanese wine producers are doing an individual effort to sell their wines (Khachan)
EXPORT MARKETS Dynamic marketshellip
wwwtrademaporg
UK ndeg1 pricebtl
Top 5 markets almost 23 of the Export Turnover
Exports in France are dominated with laquo entry level raquo wines whereas wines exported to the UK are of higher quality (ENITA2003)
France ndeg1 volume
EXPORT MARKETS hellip and perspectives
$739btl (2012) + 60 since 2009
EXPORT MARKETS hellip and perspectives
Source Blominvest Bank
Local market- statistics bull Consumption 27 bottlecapita vs 15
bottle 10 years ago (Khachan)
bull Half the population is Muslim
bull Tremendous growth over the past decade bull Taxes Excise tax 200LL (010euro per bottle)
duty tax 15 of valueliter (Lebanese Customs)
bull Shipping cost is about 15 Margin should be at least 50 (for expensive bottles-grand cru) and Up to 100 (for cheap wines- cost 1 to 3euros) (Khachan)
Taxes
AOC Dry wine 35
VDF-IGP 53
Champagne 23
Local market
bull Hillebrand has operations in Lebanon
bull Export sales through diaspora (as consumers)
bull Oenotourism impact of Syria on tourism in Lebanon (75000 tourists -gt 25000 in Ksara) ndash Club grappe still offers tours ndash Vinifest will take place in Oct 15
bull In the local market there is a monopole executed by 5 giant companies for distribution like Fattal Massoud Dima Food Vincenti Abed El Nour and diageo (Khachan)
Vinifestlebanoncom
Clubgrappecom
Point Of Sale bull Retail Carrefour Spinneys Le charcutier Aoun Monoprix TSC
bull Wine Cellars Enoteca la maison du vin Vintage Aziz La cigale Nicolas Burgundy les caves de Taillevent Le comptoir La cave de Joel robuchon la maison du sommelier vineyards
bull Wine makers shops (direct sales) Domaine des tourelles Chateau Musar Adyar
bull HORECAs ldquoThe gatheringrdquo for example has a wide selection of wines and organizes wine tasting events such as Chateau du Tertre Chateau Giscours Chateau Talbot
bull Wine bars CRU Le merlot V comme vin
bull Centralized in Beirut
bull Many wine tasting events (Les mercredis drsquoEnoteca Nuit blanche des tourelles wine tasting with honor guests Chateau Palmer at Vintagehellip)
bull In a typical wine cellar you will find approximately
ndash 70 French wines
ndash 15 European and new world wines
ndash 10 Lebanese wines
ndash 5 Other alcohol and spirits
Enotecacomlb Source Zawaq
Consumer trends bull Previously only Arak (an Aniseed
spirit) and whiskey was consumed
bull Now to drink some wine became
the new trend
bull Lack of wine culture and
knowledge
bull Seasonable consumer
bull roseacute in summer near the pool bull red wine in winter near the chimney
bull Search for the cheapest wine but this tendency changed
bull Lebanese spend more and more for good quality wines
bull They drink wine out and discover new tastes and regions
telegraphcouk Source Carlos Khachan
Lebanonrsquos SWOT Analysis Strengths
Cheap labor
Favorable climate
Quality wine
Diversified soil with a dominance of Limestone which is rare in other areas of the planet
Competition and consumption in growth
Improvements in technical issues and modernization
Weaknesses
Political instability
No terroir knowledge
No collective spirit
Lack of identity
Known under the form of certain brands and not as Lebanese wine
Opportunities
Growing market (+15 export)
Many areas have vine growing potential
Foreign investments Carlos Ghosn
Rich in history and culture touristic and marketing elements
Threats
Islamist threat
Inputs costs
No collective work
Lebanese Wine Chain
1 Million euros questionhellip
Where to invest
Invest in a glass factoryhellip hellip and be the leader from the first year
100patates
1 000 000 euro
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
Technical Data
bull Average vineyard price 25000- 40000 $ minimum (vs 108000 $ in France)
bull Pruning Guyot or Gobelet bull Density
ndash Guyot Max 5000 plants per ha ndash Gobelet Min 1600 plants per ha
bull Yield an average of 5 tons per ha
source JP Bel les paysages viticoles de la Bekaa Liban amp UVL 2011
Source Gregory Demarque
Source Gregory Demarque
Wineries bull Number 49 and growing (they were 8 in
the 90rsquo(KHACHAN))
bull Size varies between 7 ha and 340 ha however most of them do not own their vineyard or only own a small part The most of the production is under-lease(ENITA)
bull Type 2 types family business or limited company with shareholders
bull Another type Cooperative only 2 in Lebanon
Domainrsquos name Estate Production Bottles
Exportation ()
Yied Sauvignon Blanc (Monocepage)
Blending with other varieties
Zahle Chacircteau Khoury 15 ha 50 000 20 20-35 hlha --no -- no
Chacircteau Ksara 70+270 under lease
2 700 000 45 55-75 hlha -- no Yes
Coteaux du Liban
6+10 ha under lease
60 000 100 40 hlha -- no -- no
Domaine de Baal
45 ha 12 000 30 18 hl ha -- no Yes
Domaine Wardy
35+10 ha under lease
250 000 65 16-45 hlha Yes Yes
West Bekaa
Cave Kouroum 200 ha 700 000 40 35-40 hlha -- no Yes
Chacircteau Ka 70 150 000 40 30-35 hlha -- no Yes
Chacircteau Marsyas
55 ha 50 000 15 60 hlha -- no Yes
Chacircteau Kefraya
150+210 ha (under lease)
2 000 000 33 40hlha -- no yes
Chacircteau Qanafar
10 + 5 under lease
12 000 -- 10 hlha -- no -- no
Chateau St Thomas
30 + 35 under lease
450 000 65 30-55 hlha -- no Yes
Domaine de Mas Helios
8 ha 3 000 -- -- -- no -- no
Domaine des Tourelles
20 + 20 under lease
150 000 35 45-50 hlha -- no -- no
Heritage 5 + 50 ha under lease
300-400 000
60 -- -- no Yes
Massaya 17 + 23 ha under lease
300 000 85 40-60 hlha -- no Yes
Baalbek
Chacircteau Barka 7 ha 5 000 -- -- -- no Yes
Cocircteaux drsquoHeacuteliopolis
250 ha 6 000 Cooperation
Wineries size in the Bekaa
region Source Zawaq 2012
Ixsir winery
Chateau Ksara
The Wine
bull Quality wine however lacks identity
bull If my wine is excellent why is it important to know that it doesnrsquot fall within the current ldquopolitically correctrdquo norms - Serge Hochar Chateau Musar
bull Heavy full bodied and strong in alcohol wines Some wines can have a 15 alcohol content due to the hot weather in summer
bull Bernard Burtschy wine editor for the French newspaper Le figaro said If we compare the Lebanese wine to the nearby Israeli wines Lebanon is light years ahead
bull 7500000 bottles produced annually (UVL)
Source vivinocom
Laws and Regulations Divided into three main areas
1) Production sale and importation of wines
Defining constituents and nature of
- Lebanese wine
- Lebanese concentrated must
2) Fermentation of
bull dry
bull sparkling
bull sweet semi-sweet wines
bull liqueurs and fortified wines
3) - Use and provenance of grapes
- Cultivation methods for grapes used to make wine
- Guidelines for the wine making process
[4) Rules for labeling and origin designation]
Source Union Vinicole du Liban 2011 | infolebanonwinescom
Vine plants (httpwwwvignevin-sudouestcompublicationsvoyage-etudedocumentssynthese-
libanpdf)
bull Most of the grapes varieties and rootstocks are imported the local ones are of lesser quality
bull Popular grape varieties ndash Carignan Grenache Merlot CS Obeidy Marweh
chardonnay muscat viognier
bull Adaptation of the rootstock to the limestone soil ndash 41B R 110 R 140
Source Greg Demarque
Source grussonmoulinblogspotcom
Before farm gate ndash imports
Country top 5 USD thousand Share in Lebanonrsquos imports ()
France 130 345
USA 126 334
Syrian of Arab Republic
45 119
Spain 38 101
Italy 35 93
Total 373 995
Presses Crushers and machinery used in the manufacturer of winefruit juices
Source buchervaslincom
Some Inox tanks are locally produced but the quality is mediocre (ENITA) thus leaving the majority imported
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||8435|||4|1|1|1|1||2|1|1)
Casks barrels vats of wood
Before farm gate ndash Imported
Country USD thousand Share in Lebanonrsquos imports ()
France 1 125 982
Hungary 17 15
Source midwestsuppliescom
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||4416|||4|1|1|1|1||2|1|)
Before farm gate ndash imports
Glass bottle carboy and other container of glass
Country top 5 U$S thousand Share in Lebanonrsquos imports ()
Egypt 8 787 311
Saudi Arabia 4 961 175
Syrian Arab Republic
3 456 122
Kuwait 3 144 111
Italy 2 833 10
Total 23 181 819
Source wikipedia
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||7010|||4|1|1|1|1||2||)
Stoppers including corks and screw caps
(WINE INDUSTRY IN THE BEKAA VALLEY LEBANON
FOOD-PROCESSING INDUSTRY AS A BASIS FOR COMMUNITY DYNAMICS AND LOCAL SOCIO-
ECONOMIC DEVELOPMENT
Country USD thousands Share in Lebanonrsquos imports ()
Portugal 1 453 93
France 66 42
Spain 41 26
China 1 01
Denmark 1 01
Total 1 562 100
Source viezinecom
European Scientific Journal June 2014 SPECIAL edition vol2 ISSN 1857 ndash 7881)
bull Hubert de Bouard (Chacircteau AngelusIxsir) bull James Palgeacute (Chacircteau Ksara) bull Gabriel Ribeacutero (Chacircteau Sociando Mallet
then Ixsir) bull Serge Hochard (Chacircteau Musar) bull Fabrice Guiberteau (Kefraya)
Source sudouestfr
And Enologistshellip
Source winetimeshkcom
Wine of fresh grapes (httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422|
|||2204|||4|1|1|1|1||2|1|1)
Country USD thousand
Share in Lebanonrsquos imports
Imported quantity (tons)
Imported growth in value between 2009-2013 ( pa)
France 10 593 876 778t 2
Italy 899 74 129t 14
Spain 309 26 111t 5
Chile 58 05 13t 24
Total 11 859 981
Source Gregory Demarque
EXPORT MARKETS
EXPORT MARKETS
Export Turnover $166 million (2014)
In 46 countries
Growth rate2013 +15
22 million bottles
Main actors Ksara Chacircteau Musar Kefraya
Trend and actorshellip
Source Blominvest Bank wwwtrademaporg
wwweconomygovlb
All Lebanese wine producers are doing an individual effort to sell their wines (Khachan)
EXPORT MARKETS Dynamic marketshellip
wwwtrademaporg
UK ndeg1 pricebtl
Top 5 markets almost 23 of the Export Turnover
Exports in France are dominated with laquo entry level raquo wines whereas wines exported to the UK are of higher quality (ENITA2003)
France ndeg1 volume
EXPORT MARKETS hellip and perspectives
$739btl (2012) + 60 since 2009
EXPORT MARKETS hellip and perspectives
Source Blominvest Bank
Local market- statistics bull Consumption 27 bottlecapita vs 15
bottle 10 years ago (Khachan)
bull Half the population is Muslim
bull Tremendous growth over the past decade bull Taxes Excise tax 200LL (010euro per bottle)
duty tax 15 of valueliter (Lebanese Customs)
bull Shipping cost is about 15 Margin should be at least 50 (for expensive bottles-grand cru) and Up to 100 (for cheap wines- cost 1 to 3euros) (Khachan)
Taxes
AOC Dry wine 35
VDF-IGP 53
Champagne 23
Local market
bull Hillebrand has operations in Lebanon
bull Export sales through diaspora (as consumers)
bull Oenotourism impact of Syria on tourism in Lebanon (75000 tourists -gt 25000 in Ksara) ndash Club grappe still offers tours ndash Vinifest will take place in Oct 15
bull In the local market there is a monopole executed by 5 giant companies for distribution like Fattal Massoud Dima Food Vincenti Abed El Nour and diageo (Khachan)
Vinifestlebanoncom
Clubgrappecom
Point Of Sale bull Retail Carrefour Spinneys Le charcutier Aoun Monoprix TSC
bull Wine Cellars Enoteca la maison du vin Vintage Aziz La cigale Nicolas Burgundy les caves de Taillevent Le comptoir La cave de Joel robuchon la maison du sommelier vineyards
bull Wine makers shops (direct sales) Domaine des tourelles Chateau Musar Adyar
bull HORECAs ldquoThe gatheringrdquo for example has a wide selection of wines and organizes wine tasting events such as Chateau du Tertre Chateau Giscours Chateau Talbot
bull Wine bars CRU Le merlot V comme vin
bull Centralized in Beirut
bull Many wine tasting events (Les mercredis drsquoEnoteca Nuit blanche des tourelles wine tasting with honor guests Chateau Palmer at Vintagehellip)
bull In a typical wine cellar you will find approximately
ndash 70 French wines
ndash 15 European and new world wines
ndash 10 Lebanese wines
ndash 5 Other alcohol and spirits
Enotecacomlb Source Zawaq
Consumer trends bull Previously only Arak (an Aniseed
spirit) and whiskey was consumed
bull Now to drink some wine became
the new trend
bull Lack of wine culture and
knowledge
bull Seasonable consumer
bull roseacute in summer near the pool bull red wine in winter near the chimney
bull Search for the cheapest wine but this tendency changed
bull Lebanese spend more and more for good quality wines
bull They drink wine out and discover new tastes and regions
telegraphcouk Source Carlos Khachan
Lebanonrsquos SWOT Analysis Strengths
Cheap labor
Favorable climate
Quality wine
Diversified soil with a dominance of Limestone which is rare in other areas of the planet
Competition and consumption in growth
Improvements in technical issues and modernization
Weaknesses
Political instability
No terroir knowledge
No collective spirit
Lack of identity
Known under the form of certain brands and not as Lebanese wine
Opportunities
Growing market (+15 export)
Many areas have vine growing potential
Foreign investments Carlos Ghosn
Rich in history and culture touristic and marketing elements
Threats
Islamist threat
Inputs costs
No collective work
Lebanese Wine Chain
1 Million euros questionhellip
Where to invest
Invest in a glass factoryhellip hellip and be the leader from the first year
100patates
1 000 000 euro
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
Wineries bull Number 49 and growing (they were 8 in
the 90rsquo(KHACHAN))
bull Size varies between 7 ha and 340 ha however most of them do not own their vineyard or only own a small part The most of the production is under-lease(ENITA)
bull Type 2 types family business or limited company with shareholders
bull Another type Cooperative only 2 in Lebanon
Domainrsquos name Estate Production Bottles
Exportation ()
Yied Sauvignon Blanc (Monocepage)
Blending with other varieties
Zahle Chacircteau Khoury 15 ha 50 000 20 20-35 hlha --no -- no
Chacircteau Ksara 70+270 under lease
2 700 000 45 55-75 hlha -- no Yes
Coteaux du Liban
6+10 ha under lease
60 000 100 40 hlha -- no -- no
Domaine de Baal
45 ha 12 000 30 18 hl ha -- no Yes
Domaine Wardy
35+10 ha under lease
250 000 65 16-45 hlha Yes Yes
West Bekaa
Cave Kouroum 200 ha 700 000 40 35-40 hlha -- no Yes
Chacircteau Ka 70 150 000 40 30-35 hlha -- no Yes
Chacircteau Marsyas
55 ha 50 000 15 60 hlha -- no Yes
Chacircteau Kefraya
150+210 ha (under lease)
2 000 000 33 40hlha -- no yes
Chacircteau Qanafar
10 + 5 under lease
12 000 -- 10 hlha -- no -- no
Chateau St Thomas
30 + 35 under lease
450 000 65 30-55 hlha -- no Yes
Domaine de Mas Helios
8 ha 3 000 -- -- -- no -- no
Domaine des Tourelles
20 + 20 under lease
150 000 35 45-50 hlha -- no -- no
Heritage 5 + 50 ha under lease
300-400 000
60 -- -- no Yes
Massaya 17 + 23 ha under lease
300 000 85 40-60 hlha -- no Yes
Baalbek
Chacircteau Barka 7 ha 5 000 -- -- -- no Yes
Cocircteaux drsquoHeacuteliopolis
250 ha 6 000 Cooperation
Wineries size in the Bekaa
region Source Zawaq 2012
Ixsir winery
Chateau Ksara
The Wine
bull Quality wine however lacks identity
bull If my wine is excellent why is it important to know that it doesnrsquot fall within the current ldquopolitically correctrdquo norms - Serge Hochar Chateau Musar
bull Heavy full bodied and strong in alcohol wines Some wines can have a 15 alcohol content due to the hot weather in summer
bull Bernard Burtschy wine editor for the French newspaper Le figaro said If we compare the Lebanese wine to the nearby Israeli wines Lebanon is light years ahead
bull 7500000 bottles produced annually (UVL)
Source vivinocom
Laws and Regulations Divided into three main areas
1) Production sale and importation of wines
Defining constituents and nature of
- Lebanese wine
- Lebanese concentrated must
2) Fermentation of
bull dry
bull sparkling
bull sweet semi-sweet wines
bull liqueurs and fortified wines
3) - Use and provenance of grapes
- Cultivation methods for grapes used to make wine
- Guidelines for the wine making process
[4) Rules for labeling and origin designation]
Source Union Vinicole du Liban 2011 | infolebanonwinescom
Vine plants (httpwwwvignevin-sudouestcompublicationsvoyage-etudedocumentssynthese-
libanpdf)
bull Most of the grapes varieties and rootstocks are imported the local ones are of lesser quality
bull Popular grape varieties ndash Carignan Grenache Merlot CS Obeidy Marweh
chardonnay muscat viognier
bull Adaptation of the rootstock to the limestone soil ndash 41B R 110 R 140
Source Greg Demarque
Source grussonmoulinblogspotcom
Before farm gate ndash imports
Country top 5 USD thousand Share in Lebanonrsquos imports ()
France 130 345
USA 126 334
Syrian of Arab Republic
45 119
Spain 38 101
Italy 35 93
Total 373 995
Presses Crushers and machinery used in the manufacturer of winefruit juices
Source buchervaslincom
Some Inox tanks are locally produced but the quality is mediocre (ENITA) thus leaving the majority imported
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||8435|||4|1|1|1|1||2|1|1)
Casks barrels vats of wood
Before farm gate ndash Imported
Country USD thousand Share in Lebanonrsquos imports ()
France 1 125 982
Hungary 17 15
Source midwestsuppliescom
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||4416|||4|1|1|1|1||2|1|)
Before farm gate ndash imports
Glass bottle carboy and other container of glass
Country top 5 U$S thousand Share in Lebanonrsquos imports ()
Egypt 8 787 311
Saudi Arabia 4 961 175
Syrian Arab Republic
3 456 122
Kuwait 3 144 111
Italy 2 833 10
Total 23 181 819
Source wikipedia
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||7010|||4|1|1|1|1||2||)
Stoppers including corks and screw caps
(WINE INDUSTRY IN THE BEKAA VALLEY LEBANON
FOOD-PROCESSING INDUSTRY AS A BASIS FOR COMMUNITY DYNAMICS AND LOCAL SOCIO-
ECONOMIC DEVELOPMENT
Country USD thousands Share in Lebanonrsquos imports ()
Portugal 1 453 93
France 66 42
Spain 41 26
China 1 01
Denmark 1 01
Total 1 562 100
Source viezinecom
European Scientific Journal June 2014 SPECIAL edition vol2 ISSN 1857 ndash 7881)
bull Hubert de Bouard (Chacircteau AngelusIxsir) bull James Palgeacute (Chacircteau Ksara) bull Gabriel Ribeacutero (Chacircteau Sociando Mallet
then Ixsir) bull Serge Hochard (Chacircteau Musar) bull Fabrice Guiberteau (Kefraya)
Source sudouestfr
And Enologistshellip
Source winetimeshkcom
Wine of fresh grapes (httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422|
|||2204|||4|1|1|1|1||2|1|1)
Country USD thousand
Share in Lebanonrsquos imports
Imported quantity (tons)
Imported growth in value between 2009-2013 ( pa)
France 10 593 876 778t 2
Italy 899 74 129t 14
Spain 309 26 111t 5
Chile 58 05 13t 24
Total 11 859 981
Source Gregory Demarque
EXPORT MARKETS
EXPORT MARKETS
Export Turnover $166 million (2014)
In 46 countries
Growth rate2013 +15
22 million bottles
Main actors Ksara Chacircteau Musar Kefraya
Trend and actorshellip
Source Blominvest Bank wwwtrademaporg
wwweconomygovlb
All Lebanese wine producers are doing an individual effort to sell their wines (Khachan)
EXPORT MARKETS Dynamic marketshellip
wwwtrademaporg
UK ndeg1 pricebtl
Top 5 markets almost 23 of the Export Turnover
Exports in France are dominated with laquo entry level raquo wines whereas wines exported to the UK are of higher quality (ENITA2003)
France ndeg1 volume
EXPORT MARKETS hellip and perspectives
$739btl (2012) + 60 since 2009
EXPORT MARKETS hellip and perspectives
Source Blominvest Bank
Local market- statistics bull Consumption 27 bottlecapita vs 15
bottle 10 years ago (Khachan)
bull Half the population is Muslim
bull Tremendous growth over the past decade bull Taxes Excise tax 200LL (010euro per bottle)
duty tax 15 of valueliter (Lebanese Customs)
bull Shipping cost is about 15 Margin should be at least 50 (for expensive bottles-grand cru) and Up to 100 (for cheap wines- cost 1 to 3euros) (Khachan)
Taxes
AOC Dry wine 35
VDF-IGP 53
Champagne 23
Local market
bull Hillebrand has operations in Lebanon
bull Export sales through diaspora (as consumers)
bull Oenotourism impact of Syria on tourism in Lebanon (75000 tourists -gt 25000 in Ksara) ndash Club grappe still offers tours ndash Vinifest will take place in Oct 15
bull In the local market there is a monopole executed by 5 giant companies for distribution like Fattal Massoud Dima Food Vincenti Abed El Nour and diageo (Khachan)
Vinifestlebanoncom
Clubgrappecom
Point Of Sale bull Retail Carrefour Spinneys Le charcutier Aoun Monoprix TSC
bull Wine Cellars Enoteca la maison du vin Vintage Aziz La cigale Nicolas Burgundy les caves de Taillevent Le comptoir La cave de Joel robuchon la maison du sommelier vineyards
bull Wine makers shops (direct sales) Domaine des tourelles Chateau Musar Adyar
bull HORECAs ldquoThe gatheringrdquo for example has a wide selection of wines and organizes wine tasting events such as Chateau du Tertre Chateau Giscours Chateau Talbot
bull Wine bars CRU Le merlot V comme vin
bull Centralized in Beirut
bull Many wine tasting events (Les mercredis drsquoEnoteca Nuit blanche des tourelles wine tasting with honor guests Chateau Palmer at Vintagehellip)
bull In a typical wine cellar you will find approximately
ndash 70 French wines
ndash 15 European and new world wines
ndash 10 Lebanese wines
ndash 5 Other alcohol and spirits
Enotecacomlb Source Zawaq
Consumer trends bull Previously only Arak (an Aniseed
spirit) and whiskey was consumed
bull Now to drink some wine became
the new trend
bull Lack of wine culture and
knowledge
bull Seasonable consumer
bull roseacute in summer near the pool bull red wine in winter near the chimney
bull Search for the cheapest wine but this tendency changed
bull Lebanese spend more and more for good quality wines
bull They drink wine out and discover new tastes and regions
telegraphcouk Source Carlos Khachan
Lebanonrsquos SWOT Analysis Strengths
Cheap labor
Favorable climate
Quality wine
Diversified soil with a dominance of Limestone which is rare in other areas of the planet
Competition and consumption in growth
Improvements in technical issues and modernization
Weaknesses
Political instability
No terroir knowledge
No collective spirit
Lack of identity
Known under the form of certain brands and not as Lebanese wine
Opportunities
Growing market (+15 export)
Many areas have vine growing potential
Foreign investments Carlos Ghosn
Rich in history and culture touristic and marketing elements
Threats
Islamist threat
Inputs costs
No collective work
Lebanese Wine Chain
1 Million euros questionhellip
Where to invest
Invest in a glass factoryhellip hellip and be the leader from the first year
100patates
1 000 000 euro
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
Domainrsquos name Estate Production Bottles
Exportation ()
Yied Sauvignon Blanc (Monocepage)
Blending with other varieties
Zahle Chacircteau Khoury 15 ha 50 000 20 20-35 hlha --no -- no
Chacircteau Ksara 70+270 under lease
2 700 000 45 55-75 hlha -- no Yes
Coteaux du Liban
6+10 ha under lease
60 000 100 40 hlha -- no -- no
Domaine de Baal
45 ha 12 000 30 18 hl ha -- no Yes
Domaine Wardy
35+10 ha under lease
250 000 65 16-45 hlha Yes Yes
West Bekaa
Cave Kouroum 200 ha 700 000 40 35-40 hlha -- no Yes
Chacircteau Ka 70 150 000 40 30-35 hlha -- no Yes
Chacircteau Marsyas
55 ha 50 000 15 60 hlha -- no Yes
Chacircteau Kefraya
150+210 ha (under lease)
2 000 000 33 40hlha -- no yes
Chacircteau Qanafar
10 + 5 under lease
12 000 -- 10 hlha -- no -- no
Chateau St Thomas
30 + 35 under lease
450 000 65 30-55 hlha -- no Yes
Domaine de Mas Helios
8 ha 3 000 -- -- -- no -- no
Domaine des Tourelles
20 + 20 under lease
150 000 35 45-50 hlha -- no -- no
Heritage 5 + 50 ha under lease
300-400 000
60 -- -- no Yes
Massaya 17 + 23 ha under lease
300 000 85 40-60 hlha -- no Yes
Baalbek
Chacircteau Barka 7 ha 5 000 -- -- -- no Yes
Cocircteaux drsquoHeacuteliopolis
250 ha 6 000 Cooperation
Wineries size in the Bekaa
region Source Zawaq 2012
Ixsir winery
Chateau Ksara
The Wine
bull Quality wine however lacks identity
bull If my wine is excellent why is it important to know that it doesnrsquot fall within the current ldquopolitically correctrdquo norms - Serge Hochar Chateau Musar
bull Heavy full bodied and strong in alcohol wines Some wines can have a 15 alcohol content due to the hot weather in summer
bull Bernard Burtschy wine editor for the French newspaper Le figaro said If we compare the Lebanese wine to the nearby Israeli wines Lebanon is light years ahead
bull 7500000 bottles produced annually (UVL)
Source vivinocom
Laws and Regulations Divided into three main areas
1) Production sale and importation of wines
Defining constituents and nature of
- Lebanese wine
- Lebanese concentrated must
2) Fermentation of
bull dry
bull sparkling
bull sweet semi-sweet wines
bull liqueurs and fortified wines
3) - Use and provenance of grapes
- Cultivation methods for grapes used to make wine
- Guidelines for the wine making process
[4) Rules for labeling and origin designation]
Source Union Vinicole du Liban 2011 | infolebanonwinescom
Vine plants (httpwwwvignevin-sudouestcompublicationsvoyage-etudedocumentssynthese-
libanpdf)
bull Most of the grapes varieties and rootstocks are imported the local ones are of lesser quality
bull Popular grape varieties ndash Carignan Grenache Merlot CS Obeidy Marweh
chardonnay muscat viognier
bull Adaptation of the rootstock to the limestone soil ndash 41B R 110 R 140
Source Greg Demarque
Source grussonmoulinblogspotcom
Before farm gate ndash imports
Country top 5 USD thousand Share in Lebanonrsquos imports ()
France 130 345
USA 126 334
Syrian of Arab Republic
45 119
Spain 38 101
Italy 35 93
Total 373 995
Presses Crushers and machinery used in the manufacturer of winefruit juices
Source buchervaslincom
Some Inox tanks are locally produced but the quality is mediocre (ENITA) thus leaving the majority imported
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||8435|||4|1|1|1|1||2|1|1)
Casks barrels vats of wood
Before farm gate ndash Imported
Country USD thousand Share in Lebanonrsquos imports ()
France 1 125 982
Hungary 17 15
Source midwestsuppliescom
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||4416|||4|1|1|1|1||2|1|)
Before farm gate ndash imports
Glass bottle carboy and other container of glass
Country top 5 U$S thousand Share in Lebanonrsquos imports ()
Egypt 8 787 311
Saudi Arabia 4 961 175
Syrian Arab Republic
3 456 122
Kuwait 3 144 111
Italy 2 833 10
Total 23 181 819
Source wikipedia
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||7010|||4|1|1|1|1||2||)
Stoppers including corks and screw caps
(WINE INDUSTRY IN THE BEKAA VALLEY LEBANON
FOOD-PROCESSING INDUSTRY AS A BASIS FOR COMMUNITY DYNAMICS AND LOCAL SOCIO-
ECONOMIC DEVELOPMENT
Country USD thousands Share in Lebanonrsquos imports ()
Portugal 1 453 93
France 66 42
Spain 41 26
China 1 01
Denmark 1 01
Total 1 562 100
Source viezinecom
European Scientific Journal June 2014 SPECIAL edition vol2 ISSN 1857 ndash 7881)
bull Hubert de Bouard (Chacircteau AngelusIxsir) bull James Palgeacute (Chacircteau Ksara) bull Gabriel Ribeacutero (Chacircteau Sociando Mallet
then Ixsir) bull Serge Hochard (Chacircteau Musar) bull Fabrice Guiberteau (Kefraya)
Source sudouestfr
And Enologistshellip
Source winetimeshkcom
Wine of fresh grapes (httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422|
|||2204|||4|1|1|1|1||2|1|1)
Country USD thousand
Share in Lebanonrsquos imports
Imported quantity (tons)
Imported growth in value between 2009-2013 ( pa)
France 10 593 876 778t 2
Italy 899 74 129t 14
Spain 309 26 111t 5
Chile 58 05 13t 24
Total 11 859 981
Source Gregory Demarque
EXPORT MARKETS
EXPORT MARKETS
Export Turnover $166 million (2014)
In 46 countries
Growth rate2013 +15
22 million bottles
Main actors Ksara Chacircteau Musar Kefraya
Trend and actorshellip
Source Blominvest Bank wwwtrademaporg
wwweconomygovlb
All Lebanese wine producers are doing an individual effort to sell their wines (Khachan)
EXPORT MARKETS Dynamic marketshellip
wwwtrademaporg
UK ndeg1 pricebtl
Top 5 markets almost 23 of the Export Turnover
Exports in France are dominated with laquo entry level raquo wines whereas wines exported to the UK are of higher quality (ENITA2003)
France ndeg1 volume
EXPORT MARKETS hellip and perspectives
$739btl (2012) + 60 since 2009
EXPORT MARKETS hellip and perspectives
Source Blominvest Bank
Local market- statistics bull Consumption 27 bottlecapita vs 15
bottle 10 years ago (Khachan)
bull Half the population is Muslim
bull Tremendous growth over the past decade bull Taxes Excise tax 200LL (010euro per bottle)
duty tax 15 of valueliter (Lebanese Customs)
bull Shipping cost is about 15 Margin should be at least 50 (for expensive bottles-grand cru) and Up to 100 (for cheap wines- cost 1 to 3euros) (Khachan)
Taxes
AOC Dry wine 35
VDF-IGP 53
Champagne 23
Local market
bull Hillebrand has operations in Lebanon
bull Export sales through diaspora (as consumers)
bull Oenotourism impact of Syria on tourism in Lebanon (75000 tourists -gt 25000 in Ksara) ndash Club grappe still offers tours ndash Vinifest will take place in Oct 15
bull In the local market there is a monopole executed by 5 giant companies for distribution like Fattal Massoud Dima Food Vincenti Abed El Nour and diageo (Khachan)
Vinifestlebanoncom
Clubgrappecom
Point Of Sale bull Retail Carrefour Spinneys Le charcutier Aoun Monoprix TSC
bull Wine Cellars Enoteca la maison du vin Vintage Aziz La cigale Nicolas Burgundy les caves de Taillevent Le comptoir La cave de Joel robuchon la maison du sommelier vineyards
bull Wine makers shops (direct sales) Domaine des tourelles Chateau Musar Adyar
bull HORECAs ldquoThe gatheringrdquo for example has a wide selection of wines and organizes wine tasting events such as Chateau du Tertre Chateau Giscours Chateau Talbot
bull Wine bars CRU Le merlot V comme vin
bull Centralized in Beirut
bull Many wine tasting events (Les mercredis drsquoEnoteca Nuit blanche des tourelles wine tasting with honor guests Chateau Palmer at Vintagehellip)
bull In a typical wine cellar you will find approximately
ndash 70 French wines
ndash 15 European and new world wines
ndash 10 Lebanese wines
ndash 5 Other alcohol and spirits
Enotecacomlb Source Zawaq
Consumer trends bull Previously only Arak (an Aniseed
spirit) and whiskey was consumed
bull Now to drink some wine became
the new trend
bull Lack of wine culture and
knowledge
bull Seasonable consumer
bull roseacute in summer near the pool bull red wine in winter near the chimney
bull Search for the cheapest wine but this tendency changed
bull Lebanese spend more and more for good quality wines
bull They drink wine out and discover new tastes and regions
telegraphcouk Source Carlos Khachan
Lebanonrsquos SWOT Analysis Strengths
Cheap labor
Favorable climate
Quality wine
Diversified soil with a dominance of Limestone which is rare in other areas of the planet
Competition and consumption in growth
Improvements in technical issues and modernization
Weaknesses
Political instability
No terroir knowledge
No collective spirit
Lack of identity
Known under the form of certain brands and not as Lebanese wine
Opportunities
Growing market (+15 export)
Many areas have vine growing potential
Foreign investments Carlos Ghosn
Rich in history and culture touristic and marketing elements
Threats
Islamist threat
Inputs costs
No collective work
Lebanese Wine Chain
1 Million euros questionhellip
Where to invest
Invest in a glass factoryhellip hellip and be the leader from the first year
100patates
1 000 000 euro
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
The Wine
bull Quality wine however lacks identity
bull If my wine is excellent why is it important to know that it doesnrsquot fall within the current ldquopolitically correctrdquo norms - Serge Hochar Chateau Musar
bull Heavy full bodied and strong in alcohol wines Some wines can have a 15 alcohol content due to the hot weather in summer
bull Bernard Burtschy wine editor for the French newspaper Le figaro said If we compare the Lebanese wine to the nearby Israeli wines Lebanon is light years ahead
bull 7500000 bottles produced annually (UVL)
Source vivinocom
Laws and Regulations Divided into three main areas
1) Production sale and importation of wines
Defining constituents and nature of
- Lebanese wine
- Lebanese concentrated must
2) Fermentation of
bull dry
bull sparkling
bull sweet semi-sweet wines
bull liqueurs and fortified wines
3) - Use and provenance of grapes
- Cultivation methods for grapes used to make wine
- Guidelines for the wine making process
[4) Rules for labeling and origin designation]
Source Union Vinicole du Liban 2011 | infolebanonwinescom
Vine plants (httpwwwvignevin-sudouestcompublicationsvoyage-etudedocumentssynthese-
libanpdf)
bull Most of the grapes varieties and rootstocks are imported the local ones are of lesser quality
bull Popular grape varieties ndash Carignan Grenache Merlot CS Obeidy Marweh
chardonnay muscat viognier
bull Adaptation of the rootstock to the limestone soil ndash 41B R 110 R 140
Source Greg Demarque
Source grussonmoulinblogspotcom
Before farm gate ndash imports
Country top 5 USD thousand Share in Lebanonrsquos imports ()
France 130 345
USA 126 334
Syrian of Arab Republic
45 119
Spain 38 101
Italy 35 93
Total 373 995
Presses Crushers and machinery used in the manufacturer of winefruit juices
Source buchervaslincom
Some Inox tanks are locally produced but the quality is mediocre (ENITA) thus leaving the majority imported
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||8435|||4|1|1|1|1||2|1|1)
Casks barrels vats of wood
Before farm gate ndash Imported
Country USD thousand Share in Lebanonrsquos imports ()
France 1 125 982
Hungary 17 15
Source midwestsuppliescom
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||4416|||4|1|1|1|1||2|1|)
Before farm gate ndash imports
Glass bottle carboy and other container of glass
Country top 5 U$S thousand Share in Lebanonrsquos imports ()
Egypt 8 787 311
Saudi Arabia 4 961 175
Syrian Arab Republic
3 456 122
Kuwait 3 144 111
Italy 2 833 10
Total 23 181 819
Source wikipedia
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||7010|||4|1|1|1|1||2||)
Stoppers including corks and screw caps
(WINE INDUSTRY IN THE BEKAA VALLEY LEBANON
FOOD-PROCESSING INDUSTRY AS A BASIS FOR COMMUNITY DYNAMICS AND LOCAL SOCIO-
ECONOMIC DEVELOPMENT
Country USD thousands Share in Lebanonrsquos imports ()
Portugal 1 453 93
France 66 42
Spain 41 26
China 1 01
Denmark 1 01
Total 1 562 100
Source viezinecom
European Scientific Journal June 2014 SPECIAL edition vol2 ISSN 1857 ndash 7881)
bull Hubert de Bouard (Chacircteau AngelusIxsir) bull James Palgeacute (Chacircteau Ksara) bull Gabriel Ribeacutero (Chacircteau Sociando Mallet
then Ixsir) bull Serge Hochard (Chacircteau Musar) bull Fabrice Guiberteau (Kefraya)
Source sudouestfr
And Enologistshellip
Source winetimeshkcom
Wine of fresh grapes (httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422|
|||2204|||4|1|1|1|1||2|1|1)
Country USD thousand
Share in Lebanonrsquos imports
Imported quantity (tons)
Imported growth in value between 2009-2013 ( pa)
France 10 593 876 778t 2
Italy 899 74 129t 14
Spain 309 26 111t 5
Chile 58 05 13t 24
Total 11 859 981
Source Gregory Demarque
EXPORT MARKETS
EXPORT MARKETS
Export Turnover $166 million (2014)
In 46 countries
Growth rate2013 +15
22 million bottles
Main actors Ksara Chacircteau Musar Kefraya
Trend and actorshellip
Source Blominvest Bank wwwtrademaporg
wwweconomygovlb
All Lebanese wine producers are doing an individual effort to sell their wines (Khachan)
EXPORT MARKETS Dynamic marketshellip
wwwtrademaporg
UK ndeg1 pricebtl
Top 5 markets almost 23 of the Export Turnover
Exports in France are dominated with laquo entry level raquo wines whereas wines exported to the UK are of higher quality (ENITA2003)
France ndeg1 volume
EXPORT MARKETS hellip and perspectives
$739btl (2012) + 60 since 2009
EXPORT MARKETS hellip and perspectives
Source Blominvest Bank
Local market- statistics bull Consumption 27 bottlecapita vs 15
bottle 10 years ago (Khachan)
bull Half the population is Muslim
bull Tremendous growth over the past decade bull Taxes Excise tax 200LL (010euro per bottle)
duty tax 15 of valueliter (Lebanese Customs)
bull Shipping cost is about 15 Margin should be at least 50 (for expensive bottles-grand cru) and Up to 100 (for cheap wines- cost 1 to 3euros) (Khachan)
Taxes
AOC Dry wine 35
VDF-IGP 53
Champagne 23
Local market
bull Hillebrand has operations in Lebanon
bull Export sales through diaspora (as consumers)
bull Oenotourism impact of Syria on tourism in Lebanon (75000 tourists -gt 25000 in Ksara) ndash Club grappe still offers tours ndash Vinifest will take place in Oct 15
bull In the local market there is a monopole executed by 5 giant companies for distribution like Fattal Massoud Dima Food Vincenti Abed El Nour and diageo (Khachan)
Vinifestlebanoncom
Clubgrappecom
Point Of Sale bull Retail Carrefour Spinneys Le charcutier Aoun Monoprix TSC
bull Wine Cellars Enoteca la maison du vin Vintage Aziz La cigale Nicolas Burgundy les caves de Taillevent Le comptoir La cave de Joel robuchon la maison du sommelier vineyards
bull Wine makers shops (direct sales) Domaine des tourelles Chateau Musar Adyar
bull HORECAs ldquoThe gatheringrdquo for example has a wide selection of wines and organizes wine tasting events such as Chateau du Tertre Chateau Giscours Chateau Talbot
bull Wine bars CRU Le merlot V comme vin
bull Centralized in Beirut
bull Many wine tasting events (Les mercredis drsquoEnoteca Nuit blanche des tourelles wine tasting with honor guests Chateau Palmer at Vintagehellip)
bull In a typical wine cellar you will find approximately
ndash 70 French wines
ndash 15 European and new world wines
ndash 10 Lebanese wines
ndash 5 Other alcohol and spirits
Enotecacomlb Source Zawaq
Consumer trends bull Previously only Arak (an Aniseed
spirit) and whiskey was consumed
bull Now to drink some wine became
the new trend
bull Lack of wine culture and
knowledge
bull Seasonable consumer
bull roseacute in summer near the pool bull red wine in winter near the chimney
bull Search for the cheapest wine but this tendency changed
bull Lebanese spend more and more for good quality wines
bull They drink wine out and discover new tastes and regions
telegraphcouk Source Carlos Khachan
Lebanonrsquos SWOT Analysis Strengths
Cheap labor
Favorable climate
Quality wine
Diversified soil with a dominance of Limestone which is rare in other areas of the planet
Competition and consumption in growth
Improvements in technical issues and modernization
Weaknesses
Political instability
No terroir knowledge
No collective spirit
Lack of identity
Known under the form of certain brands and not as Lebanese wine
Opportunities
Growing market (+15 export)
Many areas have vine growing potential
Foreign investments Carlos Ghosn
Rich in history and culture touristic and marketing elements
Threats
Islamist threat
Inputs costs
No collective work
Lebanese Wine Chain
1 Million euros questionhellip
Where to invest
Invest in a glass factoryhellip hellip and be the leader from the first year
100patates
1 000 000 euro
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
Laws and Regulations Divided into three main areas
1) Production sale and importation of wines
Defining constituents and nature of
- Lebanese wine
- Lebanese concentrated must
2) Fermentation of
bull dry
bull sparkling
bull sweet semi-sweet wines
bull liqueurs and fortified wines
3) - Use and provenance of grapes
- Cultivation methods for grapes used to make wine
- Guidelines for the wine making process
[4) Rules for labeling and origin designation]
Source Union Vinicole du Liban 2011 | infolebanonwinescom
Vine plants (httpwwwvignevin-sudouestcompublicationsvoyage-etudedocumentssynthese-
libanpdf)
bull Most of the grapes varieties and rootstocks are imported the local ones are of lesser quality
bull Popular grape varieties ndash Carignan Grenache Merlot CS Obeidy Marweh
chardonnay muscat viognier
bull Adaptation of the rootstock to the limestone soil ndash 41B R 110 R 140
Source Greg Demarque
Source grussonmoulinblogspotcom
Before farm gate ndash imports
Country top 5 USD thousand Share in Lebanonrsquos imports ()
France 130 345
USA 126 334
Syrian of Arab Republic
45 119
Spain 38 101
Italy 35 93
Total 373 995
Presses Crushers and machinery used in the manufacturer of winefruit juices
Source buchervaslincom
Some Inox tanks are locally produced but the quality is mediocre (ENITA) thus leaving the majority imported
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||8435|||4|1|1|1|1||2|1|1)
Casks barrels vats of wood
Before farm gate ndash Imported
Country USD thousand Share in Lebanonrsquos imports ()
France 1 125 982
Hungary 17 15
Source midwestsuppliescom
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||4416|||4|1|1|1|1||2|1|)
Before farm gate ndash imports
Glass bottle carboy and other container of glass
Country top 5 U$S thousand Share in Lebanonrsquos imports ()
Egypt 8 787 311
Saudi Arabia 4 961 175
Syrian Arab Republic
3 456 122
Kuwait 3 144 111
Italy 2 833 10
Total 23 181 819
Source wikipedia
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||7010|||4|1|1|1|1||2||)
Stoppers including corks and screw caps
(WINE INDUSTRY IN THE BEKAA VALLEY LEBANON
FOOD-PROCESSING INDUSTRY AS A BASIS FOR COMMUNITY DYNAMICS AND LOCAL SOCIO-
ECONOMIC DEVELOPMENT
Country USD thousands Share in Lebanonrsquos imports ()
Portugal 1 453 93
France 66 42
Spain 41 26
China 1 01
Denmark 1 01
Total 1 562 100
Source viezinecom
European Scientific Journal June 2014 SPECIAL edition vol2 ISSN 1857 ndash 7881)
bull Hubert de Bouard (Chacircteau AngelusIxsir) bull James Palgeacute (Chacircteau Ksara) bull Gabriel Ribeacutero (Chacircteau Sociando Mallet
then Ixsir) bull Serge Hochard (Chacircteau Musar) bull Fabrice Guiberteau (Kefraya)
Source sudouestfr
And Enologistshellip
Source winetimeshkcom
Wine of fresh grapes (httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422|
|||2204|||4|1|1|1|1||2|1|1)
Country USD thousand
Share in Lebanonrsquos imports
Imported quantity (tons)
Imported growth in value between 2009-2013 ( pa)
France 10 593 876 778t 2
Italy 899 74 129t 14
Spain 309 26 111t 5
Chile 58 05 13t 24
Total 11 859 981
Source Gregory Demarque
EXPORT MARKETS
EXPORT MARKETS
Export Turnover $166 million (2014)
In 46 countries
Growth rate2013 +15
22 million bottles
Main actors Ksara Chacircteau Musar Kefraya
Trend and actorshellip
Source Blominvest Bank wwwtrademaporg
wwweconomygovlb
All Lebanese wine producers are doing an individual effort to sell their wines (Khachan)
EXPORT MARKETS Dynamic marketshellip
wwwtrademaporg
UK ndeg1 pricebtl
Top 5 markets almost 23 of the Export Turnover
Exports in France are dominated with laquo entry level raquo wines whereas wines exported to the UK are of higher quality (ENITA2003)
France ndeg1 volume
EXPORT MARKETS hellip and perspectives
$739btl (2012) + 60 since 2009
EXPORT MARKETS hellip and perspectives
Source Blominvest Bank
Local market- statistics bull Consumption 27 bottlecapita vs 15
bottle 10 years ago (Khachan)
bull Half the population is Muslim
bull Tremendous growth over the past decade bull Taxes Excise tax 200LL (010euro per bottle)
duty tax 15 of valueliter (Lebanese Customs)
bull Shipping cost is about 15 Margin should be at least 50 (for expensive bottles-grand cru) and Up to 100 (for cheap wines- cost 1 to 3euros) (Khachan)
Taxes
AOC Dry wine 35
VDF-IGP 53
Champagne 23
Local market
bull Hillebrand has operations in Lebanon
bull Export sales through diaspora (as consumers)
bull Oenotourism impact of Syria on tourism in Lebanon (75000 tourists -gt 25000 in Ksara) ndash Club grappe still offers tours ndash Vinifest will take place in Oct 15
bull In the local market there is a monopole executed by 5 giant companies for distribution like Fattal Massoud Dima Food Vincenti Abed El Nour and diageo (Khachan)
Vinifestlebanoncom
Clubgrappecom
Point Of Sale bull Retail Carrefour Spinneys Le charcutier Aoun Monoprix TSC
bull Wine Cellars Enoteca la maison du vin Vintage Aziz La cigale Nicolas Burgundy les caves de Taillevent Le comptoir La cave de Joel robuchon la maison du sommelier vineyards
bull Wine makers shops (direct sales) Domaine des tourelles Chateau Musar Adyar
bull HORECAs ldquoThe gatheringrdquo for example has a wide selection of wines and organizes wine tasting events such as Chateau du Tertre Chateau Giscours Chateau Talbot
bull Wine bars CRU Le merlot V comme vin
bull Centralized in Beirut
bull Many wine tasting events (Les mercredis drsquoEnoteca Nuit blanche des tourelles wine tasting with honor guests Chateau Palmer at Vintagehellip)
bull In a typical wine cellar you will find approximately
ndash 70 French wines
ndash 15 European and new world wines
ndash 10 Lebanese wines
ndash 5 Other alcohol and spirits
Enotecacomlb Source Zawaq
Consumer trends bull Previously only Arak (an Aniseed
spirit) and whiskey was consumed
bull Now to drink some wine became
the new trend
bull Lack of wine culture and
knowledge
bull Seasonable consumer
bull roseacute in summer near the pool bull red wine in winter near the chimney
bull Search for the cheapest wine but this tendency changed
bull Lebanese spend more and more for good quality wines
bull They drink wine out and discover new tastes and regions
telegraphcouk Source Carlos Khachan
Lebanonrsquos SWOT Analysis Strengths
Cheap labor
Favorable climate
Quality wine
Diversified soil with a dominance of Limestone which is rare in other areas of the planet
Competition and consumption in growth
Improvements in technical issues and modernization
Weaknesses
Political instability
No terroir knowledge
No collective spirit
Lack of identity
Known under the form of certain brands and not as Lebanese wine
Opportunities
Growing market (+15 export)
Many areas have vine growing potential
Foreign investments Carlos Ghosn
Rich in history and culture touristic and marketing elements
Threats
Islamist threat
Inputs costs
No collective work
Lebanese Wine Chain
1 Million euros questionhellip
Where to invest
Invest in a glass factoryhellip hellip and be the leader from the first year
100patates
1 000 000 euro
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
Vine plants (httpwwwvignevin-sudouestcompublicationsvoyage-etudedocumentssynthese-
libanpdf)
bull Most of the grapes varieties and rootstocks are imported the local ones are of lesser quality
bull Popular grape varieties ndash Carignan Grenache Merlot CS Obeidy Marweh
chardonnay muscat viognier
bull Adaptation of the rootstock to the limestone soil ndash 41B R 110 R 140
Source Greg Demarque
Source grussonmoulinblogspotcom
Before farm gate ndash imports
Country top 5 USD thousand Share in Lebanonrsquos imports ()
France 130 345
USA 126 334
Syrian of Arab Republic
45 119
Spain 38 101
Italy 35 93
Total 373 995
Presses Crushers and machinery used in the manufacturer of winefruit juices
Source buchervaslincom
Some Inox tanks are locally produced but the quality is mediocre (ENITA) thus leaving the majority imported
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||8435|||4|1|1|1|1||2|1|1)
Casks barrels vats of wood
Before farm gate ndash Imported
Country USD thousand Share in Lebanonrsquos imports ()
France 1 125 982
Hungary 17 15
Source midwestsuppliescom
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||4416|||4|1|1|1|1||2|1|)
Before farm gate ndash imports
Glass bottle carboy and other container of glass
Country top 5 U$S thousand Share in Lebanonrsquos imports ()
Egypt 8 787 311
Saudi Arabia 4 961 175
Syrian Arab Republic
3 456 122
Kuwait 3 144 111
Italy 2 833 10
Total 23 181 819
Source wikipedia
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||7010|||4|1|1|1|1||2||)
Stoppers including corks and screw caps
(WINE INDUSTRY IN THE BEKAA VALLEY LEBANON
FOOD-PROCESSING INDUSTRY AS A BASIS FOR COMMUNITY DYNAMICS AND LOCAL SOCIO-
ECONOMIC DEVELOPMENT
Country USD thousands Share in Lebanonrsquos imports ()
Portugal 1 453 93
France 66 42
Spain 41 26
China 1 01
Denmark 1 01
Total 1 562 100
Source viezinecom
European Scientific Journal June 2014 SPECIAL edition vol2 ISSN 1857 ndash 7881)
bull Hubert de Bouard (Chacircteau AngelusIxsir) bull James Palgeacute (Chacircteau Ksara) bull Gabriel Ribeacutero (Chacircteau Sociando Mallet
then Ixsir) bull Serge Hochard (Chacircteau Musar) bull Fabrice Guiberteau (Kefraya)
Source sudouestfr
And Enologistshellip
Source winetimeshkcom
Wine of fresh grapes (httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422|
|||2204|||4|1|1|1|1||2|1|1)
Country USD thousand
Share in Lebanonrsquos imports
Imported quantity (tons)
Imported growth in value between 2009-2013 ( pa)
France 10 593 876 778t 2
Italy 899 74 129t 14
Spain 309 26 111t 5
Chile 58 05 13t 24
Total 11 859 981
Source Gregory Demarque
EXPORT MARKETS
EXPORT MARKETS
Export Turnover $166 million (2014)
In 46 countries
Growth rate2013 +15
22 million bottles
Main actors Ksara Chacircteau Musar Kefraya
Trend and actorshellip
Source Blominvest Bank wwwtrademaporg
wwweconomygovlb
All Lebanese wine producers are doing an individual effort to sell their wines (Khachan)
EXPORT MARKETS Dynamic marketshellip
wwwtrademaporg
UK ndeg1 pricebtl
Top 5 markets almost 23 of the Export Turnover
Exports in France are dominated with laquo entry level raquo wines whereas wines exported to the UK are of higher quality (ENITA2003)
France ndeg1 volume
EXPORT MARKETS hellip and perspectives
$739btl (2012) + 60 since 2009
EXPORT MARKETS hellip and perspectives
Source Blominvest Bank
Local market- statistics bull Consumption 27 bottlecapita vs 15
bottle 10 years ago (Khachan)
bull Half the population is Muslim
bull Tremendous growth over the past decade bull Taxes Excise tax 200LL (010euro per bottle)
duty tax 15 of valueliter (Lebanese Customs)
bull Shipping cost is about 15 Margin should be at least 50 (for expensive bottles-grand cru) and Up to 100 (for cheap wines- cost 1 to 3euros) (Khachan)
Taxes
AOC Dry wine 35
VDF-IGP 53
Champagne 23
Local market
bull Hillebrand has operations in Lebanon
bull Export sales through diaspora (as consumers)
bull Oenotourism impact of Syria on tourism in Lebanon (75000 tourists -gt 25000 in Ksara) ndash Club grappe still offers tours ndash Vinifest will take place in Oct 15
bull In the local market there is a monopole executed by 5 giant companies for distribution like Fattal Massoud Dima Food Vincenti Abed El Nour and diageo (Khachan)
Vinifestlebanoncom
Clubgrappecom
Point Of Sale bull Retail Carrefour Spinneys Le charcutier Aoun Monoprix TSC
bull Wine Cellars Enoteca la maison du vin Vintage Aziz La cigale Nicolas Burgundy les caves de Taillevent Le comptoir La cave de Joel robuchon la maison du sommelier vineyards
bull Wine makers shops (direct sales) Domaine des tourelles Chateau Musar Adyar
bull HORECAs ldquoThe gatheringrdquo for example has a wide selection of wines and organizes wine tasting events such as Chateau du Tertre Chateau Giscours Chateau Talbot
bull Wine bars CRU Le merlot V comme vin
bull Centralized in Beirut
bull Many wine tasting events (Les mercredis drsquoEnoteca Nuit blanche des tourelles wine tasting with honor guests Chateau Palmer at Vintagehellip)
bull In a typical wine cellar you will find approximately
ndash 70 French wines
ndash 15 European and new world wines
ndash 10 Lebanese wines
ndash 5 Other alcohol and spirits
Enotecacomlb Source Zawaq
Consumer trends bull Previously only Arak (an Aniseed
spirit) and whiskey was consumed
bull Now to drink some wine became
the new trend
bull Lack of wine culture and
knowledge
bull Seasonable consumer
bull roseacute in summer near the pool bull red wine in winter near the chimney
bull Search for the cheapest wine but this tendency changed
bull Lebanese spend more and more for good quality wines
bull They drink wine out and discover new tastes and regions
telegraphcouk Source Carlos Khachan
Lebanonrsquos SWOT Analysis Strengths
Cheap labor
Favorable climate
Quality wine
Diversified soil with a dominance of Limestone which is rare in other areas of the planet
Competition and consumption in growth
Improvements in technical issues and modernization
Weaknesses
Political instability
No terroir knowledge
No collective spirit
Lack of identity
Known under the form of certain brands and not as Lebanese wine
Opportunities
Growing market (+15 export)
Many areas have vine growing potential
Foreign investments Carlos Ghosn
Rich in history and culture touristic and marketing elements
Threats
Islamist threat
Inputs costs
No collective work
Lebanese Wine Chain
1 Million euros questionhellip
Where to invest
Invest in a glass factoryhellip hellip and be the leader from the first year
100patates
1 000 000 euro
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
Before farm gate ndash imports
Country top 5 USD thousand Share in Lebanonrsquos imports ()
France 130 345
USA 126 334
Syrian of Arab Republic
45 119
Spain 38 101
Italy 35 93
Total 373 995
Presses Crushers and machinery used in the manufacturer of winefruit juices
Source buchervaslincom
Some Inox tanks are locally produced but the quality is mediocre (ENITA) thus leaving the majority imported
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||8435|||4|1|1|1|1||2|1|1)
Casks barrels vats of wood
Before farm gate ndash Imported
Country USD thousand Share in Lebanonrsquos imports ()
France 1 125 982
Hungary 17 15
Source midwestsuppliescom
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||4416|||4|1|1|1|1||2|1|)
Before farm gate ndash imports
Glass bottle carboy and other container of glass
Country top 5 U$S thousand Share in Lebanonrsquos imports ()
Egypt 8 787 311
Saudi Arabia 4 961 175
Syrian Arab Republic
3 456 122
Kuwait 3 144 111
Italy 2 833 10
Total 23 181 819
Source wikipedia
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||7010|||4|1|1|1|1||2||)
Stoppers including corks and screw caps
(WINE INDUSTRY IN THE BEKAA VALLEY LEBANON
FOOD-PROCESSING INDUSTRY AS A BASIS FOR COMMUNITY DYNAMICS AND LOCAL SOCIO-
ECONOMIC DEVELOPMENT
Country USD thousands Share in Lebanonrsquos imports ()
Portugal 1 453 93
France 66 42
Spain 41 26
China 1 01
Denmark 1 01
Total 1 562 100
Source viezinecom
European Scientific Journal June 2014 SPECIAL edition vol2 ISSN 1857 ndash 7881)
bull Hubert de Bouard (Chacircteau AngelusIxsir) bull James Palgeacute (Chacircteau Ksara) bull Gabriel Ribeacutero (Chacircteau Sociando Mallet
then Ixsir) bull Serge Hochard (Chacircteau Musar) bull Fabrice Guiberteau (Kefraya)
Source sudouestfr
And Enologistshellip
Source winetimeshkcom
Wine of fresh grapes (httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422|
|||2204|||4|1|1|1|1||2|1|1)
Country USD thousand
Share in Lebanonrsquos imports
Imported quantity (tons)
Imported growth in value between 2009-2013 ( pa)
France 10 593 876 778t 2
Italy 899 74 129t 14
Spain 309 26 111t 5
Chile 58 05 13t 24
Total 11 859 981
Source Gregory Demarque
EXPORT MARKETS
EXPORT MARKETS
Export Turnover $166 million (2014)
In 46 countries
Growth rate2013 +15
22 million bottles
Main actors Ksara Chacircteau Musar Kefraya
Trend and actorshellip
Source Blominvest Bank wwwtrademaporg
wwweconomygovlb
All Lebanese wine producers are doing an individual effort to sell their wines (Khachan)
EXPORT MARKETS Dynamic marketshellip
wwwtrademaporg
UK ndeg1 pricebtl
Top 5 markets almost 23 of the Export Turnover
Exports in France are dominated with laquo entry level raquo wines whereas wines exported to the UK are of higher quality (ENITA2003)
France ndeg1 volume
EXPORT MARKETS hellip and perspectives
$739btl (2012) + 60 since 2009
EXPORT MARKETS hellip and perspectives
Source Blominvest Bank
Local market- statistics bull Consumption 27 bottlecapita vs 15
bottle 10 years ago (Khachan)
bull Half the population is Muslim
bull Tremendous growth over the past decade bull Taxes Excise tax 200LL (010euro per bottle)
duty tax 15 of valueliter (Lebanese Customs)
bull Shipping cost is about 15 Margin should be at least 50 (for expensive bottles-grand cru) and Up to 100 (for cheap wines- cost 1 to 3euros) (Khachan)
Taxes
AOC Dry wine 35
VDF-IGP 53
Champagne 23
Local market
bull Hillebrand has operations in Lebanon
bull Export sales through diaspora (as consumers)
bull Oenotourism impact of Syria on tourism in Lebanon (75000 tourists -gt 25000 in Ksara) ndash Club grappe still offers tours ndash Vinifest will take place in Oct 15
bull In the local market there is a monopole executed by 5 giant companies for distribution like Fattal Massoud Dima Food Vincenti Abed El Nour and diageo (Khachan)
Vinifestlebanoncom
Clubgrappecom
Point Of Sale bull Retail Carrefour Spinneys Le charcutier Aoun Monoprix TSC
bull Wine Cellars Enoteca la maison du vin Vintage Aziz La cigale Nicolas Burgundy les caves de Taillevent Le comptoir La cave de Joel robuchon la maison du sommelier vineyards
bull Wine makers shops (direct sales) Domaine des tourelles Chateau Musar Adyar
bull HORECAs ldquoThe gatheringrdquo for example has a wide selection of wines and organizes wine tasting events such as Chateau du Tertre Chateau Giscours Chateau Talbot
bull Wine bars CRU Le merlot V comme vin
bull Centralized in Beirut
bull Many wine tasting events (Les mercredis drsquoEnoteca Nuit blanche des tourelles wine tasting with honor guests Chateau Palmer at Vintagehellip)
bull In a typical wine cellar you will find approximately
ndash 70 French wines
ndash 15 European and new world wines
ndash 10 Lebanese wines
ndash 5 Other alcohol and spirits
Enotecacomlb Source Zawaq
Consumer trends bull Previously only Arak (an Aniseed
spirit) and whiskey was consumed
bull Now to drink some wine became
the new trend
bull Lack of wine culture and
knowledge
bull Seasonable consumer
bull roseacute in summer near the pool bull red wine in winter near the chimney
bull Search for the cheapest wine but this tendency changed
bull Lebanese spend more and more for good quality wines
bull They drink wine out and discover new tastes and regions
telegraphcouk Source Carlos Khachan
Lebanonrsquos SWOT Analysis Strengths
Cheap labor
Favorable climate
Quality wine
Diversified soil with a dominance of Limestone which is rare in other areas of the planet
Competition and consumption in growth
Improvements in technical issues and modernization
Weaknesses
Political instability
No terroir knowledge
No collective spirit
Lack of identity
Known under the form of certain brands and not as Lebanese wine
Opportunities
Growing market (+15 export)
Many areas have vine growing potential
Foreign investments Carlos Ghosn
Rich in history and culture touristic and marketing elements
Threats
Islamist threat
Inputs costs
No collective work
Lebanese Wine Chain
1 Million euros questionhellip
Where to invest
Invest in a glass factoryhellip hellip and be the leader from the first year
100patates
1 000 000 euro
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
Casks barrels vats of wood
Before farm gate ndash Imported
Country USD thousand Share in Lebanonrsquos imports ()
France 1 125 982
Hungary 17 15
Source midwestsuppliescom
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||4416|||4|1|1|1|1||2|1|)
Before farm gate ndash imports
Glass bottle carboy and other container of glass
Country top 5 U$S thousand Share in Lebanonrsquos imports ()
Egypt 8 787 311
Saudi Arabia 4 961 175
Syrian Arab Republic
3 456 122
Kuwait 3 144 111
Italy 2 833 10
Total 23 181 819
Source wikipedia
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||7010|||4|1|1|1|1||2||)
Stoppers including corks and screw caps
(WINE INDUSTRY IN THE BEKAA VALLEY LEBANON
FOOD-PROCESSING INDUSTRY AS A BASIS FOR COMMUNITY DYNAMICS AND LOCAL SOCIO-
ECONOMIC DEVELOPMENT
Country USD thousands Share in Lebanonrsquos imports ()
Portugal 1 453 93
France 66 42
Spain 41 26
China 1 01
Denmark 1 01
Total 1 562 100
Source viezinecom
European Scientific Journal June 2014 SPECIAL edition vol2 ISSN 1857 ndash 7881)
bull Hubert de Bouard (Chacircteau AngelusIxsir) bull James Palgeacute (Chacircteau Ksara) bull Gabriel Ribeacutero (Chacircteau Sociando Mallet
then Ixsir) bull Serge Hochard (Chacircteau Musar) bull Fabrice Guiberteau (Kefraya)
Source sudouestfr
And Enologistshellip
Source winetimeshkcom
Wine of fresh grapes (httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422|
|||2204|||4|1|1|1|1||2|1|1)
Country USD thousand
Share in Lebanonrsquos imports
Imported quantity (tons)
Imported growth in value between 2009-2013 ( pa)
France 10 593 876 778t 2
Italy 899 74 129t 14
Spain 309 26 111t 5
Chile 58 05 13t 24
Total 11 859 981
Source Gregory Demarque
EXPORT MARKETS
EXPORT MARKETS
Export Turnover $166 million (2014)
In 46 countries
Growth rate2013 +15
22 million bottles
Main actors Ksara Chacircteau Musar Kefraya
Trend and actorshellip
Source Blominvest Bank wwwtrademaporg
wwweconomygovlb
All Lebanese wine producers are doing an individual effort to sell their wines (Khachan)
EXPORT MARKETS Dynamic marketshellip
wwwtrademaporg
UK ndeg1 pricebtl
Top 5 markets almost 23 of the Export Turnover
Exports in France are dominated with laquo entry level raquo wines whereas wines exported to the UK are of higher quality (ENITA2003)
France ndeg1 volume
EXPORT MARKETS hellip and perspectives
$739btl (2012) + 60 since 2009
EXPORT MARKETS hellip and perspectives
Source Blominvest Bank
Local market- statistics bull Consumption 27 bottlecapita vs 15
bottle 10 years ago (Khachan)
bull Half the population is Muslim
bull Tremendous growth over the past decade bull Taxes Excise tax 200LL (010euro per bottle)
duty tax 15 of valueliter (Lebanese Customs)
bull Shipping cost is about 15 Margin should be at least 50 (for expensive bottles-grand cru) and Up to 100 (for cheap wines- cost 1 to 3euros) (Khachan)
Taxes
AOC Dry wine 35
VDF-IGP 53
Champagne 23
Local market
bull Hillebrand has operations in Lebanon
bull Export sales through diaspora (as consumers)
bull Oenotourism impact of Syria on tourism in Lebanon (75000 tourists -gt 25000 in Ksara) ndash Club grappe still offers tours ndash Vinifest will take place in Oct 15
bull In the local market there is a monopole executed by 5 giant companies for distribution like Fattal Massoud Dima Food Vincenti Abed El Nour and diageo (Khachan)
Vinifestlebanoncom
Clubgrappecom
Point Of Sale bull Retail Carrefour Spinneys Le charcutier Aoun Monoprix TSC
bull Wine Cellars Enoteca la maison du vin Vintage Aziz La cigale Nicolas Burgundy les caves de Taillevent Le comptoir La cave de Joel robuchon la maison du sommelier vineyards
bull Wine makers shops (direct sales) Domaine des tourelles Chateau Musar Adyar
bull HORECAs ldquoThe gatheringrdquo for example has a wide selection of wines and organizes wine tasting events such as Chateau du Tertre Chateau Giscours Chateau Talbot
bull Wine bars CRU Le merlot V comme vin
bull Centralized in Beirut
bull Many wine tasting events (Les mercredis drsquoEnoteca Nuit blanche des tourelles wine tasting with honor guests Chateau Palmer at Vintagehellip)
bull In a typical wine cellar you will find approximately
ndash 70 French wines
ndash 15 European and new world wines
ndash 10 Lebanese wines
ndash 5 Other alcohol and spirits
Enotecacomlb Source Zawaq
Consumer trends bull Previously only Arak (an Aniseed
spirit) and whiskey was consumed
bull Now to drink some wine became
the new trend
bull Lack of wine culture and
knowledge
bull Seasonable consumer
bull roseacute in summer near the pool bull red wine in winter near the chimney
bull Search for the cheapest wine but this tendency changed
bull Lebanese spend more and more for good quality wines
bull They drink wine out and discover new tastes and regions
telegraphcouk Source Carlos Khachan
Lebanonrsquos SWOT Analysis Strengths
Cheap labor
Favorable climate
Quality wine
Diversified soil with a dominance of Limestone which is rare in other areas of the planet
Competition and consumption in growth
Improvements in technical issues and modernization
Weaknesses
Political instability
No terroir knowledge
No collective spirit
Lack of identity
Known under the form of certain brands and not as Lebanese wine
Opportunities
Growing market (+15 export)
Many areas have vine growing potential
Foreign investments Carlos Ghosn
Rich in history and culture touristic and marketing elements
Threats
Islamist threat
Inputs costs
No collective work
Lebanese Wine Chain
1 Million euros questionhellip
Where to invest
Invest in a glass factoryhellip hellip and be the leader from the first year
100patates
1 000 000 euro
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
Before farm gate ndash imports
Glass bottle carboy and other container of glass
Country top 5 U$S thousand Share in Lebanonrsquos imports ()
Egypt 8 787 311
Saudi Arabia 4 961 175
Syrian Arab Republic
3 456 122
Kuwait 3 144 111
Italy 2 833 10
Total 23 181 819
Source wikipedia
(httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422||||7010|||4|1|1|1|1||2||)
Stoppers including corks and screw caps
(WINE INDUSTRY IN THE BEKAA VALLEY LEBANON
FOOD-PROCESSING INDUSTRY AS A BASIS FOR COMMUNITY DYNAMICS AND LOCAL SOCIO-
ECONOMIC DEVELOPMENT
Country USD thousands Share in Lebanonrsquos imports ()
Portugal 1 453 93
France 66 42
Spain 41 26
China 1 01
Denmark 1 01
Total 1 562 100
Source viezinecom
European Scientific Journal June 2014 SPECIAL edition vol2 ISSN 1857 ndash 7881)
bull Hubert de Bouard (Chacircteau AngelusIxsir) bull James Palgeacute (Chacircteau Ksara) bull Gabriel Ribeacutero (Chacircteau Sociando Mallet
then Ixsir) bull Serge Hochard (Chacircteau Musar) bull Fabrice Guiberteau (Kefraya)
Source sudouestfr
And Enologistshellip
Source winetimeshkcom
Wine of fresh grapes (httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422|
|||2204|||4|1|1|1|1||2|1|1)
Country USD thousand
Share in Lebanonrsquos imports
Imported quantity (tons)
Imported growth in value between 2009-2013 ( pa)
France 10 593 876 778t 2
Italy 899 74 129t 14
Spain 309 26 111t 5
Chile 58 05 13t 24
Total 11 859 981
Source Gregory Demarque
EXPORT MARKETS
EXPORT MARKETS
Export Turnover $166 million (2014)
In 46 countries
Growth rate2013 +15
22 million bottles
Main actors Ksara Chacircteau Musar Kefraya
Trend and actorshellip
Source Blominvest Bank wwwtrademaporg
wwweconomygovlb
All Lebanese wine producers are doing an individual effort to sell their wines (Khachan)
EXPORT MARKETS Dynamic marketshellip
wwwtrademaporg
UK ndeg1 pricebtl
Top 5 markets almost 23 of the Export Turnover
Exports in France are dominated with laquo entry level raquo wines whereas wines exported to the UK are of higher quality (ENITA2003)
France ndeg1 volume
EXPORT MARKETS hellip and perspectives
$739btl (2012) + 60 since 2009
EXPORT MARKETS hellip and perspectives
Source Blominvest Bank
Local market- statistics bull Consumption 27 bottlecapita vs 15
bottle 10 years ago (Khachan)
bull Half the population is Muslim
bull Tremendous growth over the past decade bull Taxes Excise tax 200LL (010euro per bottle)
duty tax 15 of valueliter (Lebanese Customs)
bull Shipping cost is about 15 Margin should be at least 50 (for expensive bottles-grand cru) and Up to 100 (for cheap wines- cost 1 to 3euros) (Khachan)
Taxes
AOC Dry wine 35
VDF-IGP 53
Champagne 23
Local market
bull Hillebrand has operations in Lebanon
bull Export sales through diaspora (as consumers)
bull Oenotourism impact of Syria on tourism in Lebanon (75000 tourists -gt 25000 in Ksara) ndash Club grappe still offers tours ndash Vinifest will take place in Oct 15
bull In the local market there is a monopole executed by 5 giant companies for distribution like Fattal Massoud Dima Food Vincenti Abed El Nour and diageo (Khachan)
Vinifestlebanoncom
Clubgrappecom
Point Of Sale bull Retail Carrefour Spinneys Le charcutier Aoun Monoprix TSC
bull Wine Cellars Enoteca la maison du vin Vintage Aziz La cigale Nicolas Burgundy les caves de Taillevent Le comptoir La cave de Joel robuchon la maison du sommelier vineyards
bull Wine makers shops (direct sales) Domaine des tourelles Chateau Musar Adyar
bull HORECAs ldquoThe gatheringrdquo for example has a wide selection of wines and organizes wine tasting events such as Chateau du Tertre Chateau Giscours Chateau Talbot
bull Wine bars CRU Le merlot V comme vin
bull Centralized in Beirut
bull Many wine tasting events (Les mercredis drsquoEnoteca Nuit blanche des tourelles wine tasting with honor guests Chateau Palmer at Vintagehellip)
bull In a typical wine cellar you will find approximately
ndash 70 French wines
ndash 15 European and new world wines
ndash 10 Lebanese wines
ndash 5 Other alcohol and spirits
Enotecacomlb Source Zawaq
Consumer trends bull Previously only Arak (an Aniseed
spirit) and whiskey was consumed
bull Now to drink some wine became
the new trend
bull Lack of wine culture and
knowledge
bull Seasonable consumer
bull roseacute in summer near the pool bull red wine in winter near the chimney
bull Search for the cheapest wine but this tendency changed
bull Lebanese spend more and more for good quality wines
bull They drink wine out and discover new tastes and regions
telegraphcouk Source Carlos Khachan
Lebanonrsquos SWOT Analysis Strengths
Cheap labor
Favorable climate
Quality wine
Diversified soil with a dominance of Limestone which is rare in other areas of the planet
Competition and consumption in growth
Improvements in technical issues and modernization
Weaknesses
Political instability
No terroir knowledge
No collective spirit
Lack of identity
Known under the form of certain brands and not as Lebanese wine
Opportunities
Growing market (+15 export)
Many areas have vine growing potential
Foreign investments Carlos Ghosn
Rich in history and culture touristic and marketing elements
Threats
Islamist threat
Inputs costs
No collective work
Lebanese Wine Chain
1 Million euros questionhellip
Where to invest
Invest in a glass factoryhellip hellip and be the leader from the first year
100patates
1 000 000 euro
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
Stoppers including corks and screw caps
(WINE INDUSTRY IN THE BEKAA VALLEY LEBANON
FOOD-PROCESSING INDUSTRY AS A BASIS FOR COMMUNITY DYNAMICS AND LOCAL SOCIO-
ECONOMIC DEVELOPMENT
Country USD thousands Share in Lebanonrsquos imports ()
Portugal 1 453 93
France 66 42
Spain 41 26
China 1 01
Denmark 1 01
Total 1 562 100
Source viezinecom
European Scientific Journal June 2014 SPECIAL edition vol2 ISSN 1857 ndash 7881)
bull Hubert de Bouard (Chacircteau AngelusIxsir) bull James Palgeacute (Chacircteau Ksara) bull Gabriel Ribeacutero (Chacircteau Sociando Mallet
then Ixsir) bull Serge Hochard (Chacircteau Musar) bull Fabrice Guiberteau (Kefraya)
Source sudouestfr
And Enologistshellip
Source winetimeshkcom
Wine of fresh grapes (httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422|
|||2204|||4|1|1|1|1||2|1|1)
Country USD thousand
Share in Lebanonrsquos imports
Imported quantity (tons)
Imported growth in value between 2009-2013 ( pa)
France 10 593 876 778t 2
Italy 899 74 129t 14
Spain 309 26 111t 5
Chile 58 05 13t 24
Total 11 859 981
Source Gregory Demarque
EXPORT MARKETS
EXPORT MARKETS
Export Turnover $166 million (2014)
In 46 countries
Growth rate2013 +15
22 million bottles
Main actors Ksara Chacircteau Musar Kefraya
Trend and actorshellip
Source Blominvest Bank wwwtrademaporg
wwweconomygovlb
All Lebanese wine producers are doing an individual effort to sell their wines (Khachan)
EXPORT MARKETS Dynamic marketshellip
wwwtrademaporg
UK ndeg1 pricebtl
Top 5 markets almost 23 of the Export Turnover
Exports in France are dominated with laquo entry level raquo wines whereas wines exported to the UK are of higher quality (ENITA2003)
France ndeg1 volume
EXPORT MARKETS hellip and perspectives
$739btl (2012) + 60 since 2009
EXPORT MARKETS hellip and perspectives
Source Blominvest Bank
Local market- statistics bull Consumption 27 bottlecapita vs 15
bottle 10 years ago (Khachan)
bull Half the population is Muslim
bull Tremendous growth over the past decade bull Taxes Excise tax 200LL (010euro per bottle)
duty tax 15 of valueliter (Lebanese Customs)
bull Shipping cost is about 15 Margin should be at least 50 (for expensive bottles-grand cru) and Up to 100 (for cheap wines- cost 1 to 3euros) (Khachan)
Taxes
AOC Dry wine 35
VDF-IGP 53
Champagne 23
Local market
bull Hillebrand has operations in Lebanon
bull Export sales through diaspora (as consumers)
bull Oenotourism impact of Syria on tourism in Lebanon (75000 tourists -gt 25000 in Ksara) ndash Club grappe still offers tours ndash Vinifest will take place in Oct 15
bull In the local market there is a monopole executed by 5 giant companies for distribution like Fattal Massoud Dima Food Vincenti Abed El Nour and diageo (Khachan)
Vinifestlebanoncom
Clubgrappecom
Point Of Sale bull Retail Carrefour Spinneys Le charcutier Aoun Monoprix TSC
bull Wine Cellars Enoteca la maison du vin Vintage Aziz La cigale Nicolas Burgundy les caves de Taillevent Le comptoir La cave de Joel robuchon la maison du sommelier vineyards
bull Wine makers shops (direct sales) Domaine des tourelles Chateau Musar Adyar
bull HORECAs ldquoThe gatheringrdquo for example has a wide selection of wines and organizes wine tasting events such as Chateau du Tertre Chateau Giscours Chateau Talbot
bull Wine bars CRU Le merlot V comme vin
bull Centralized in Beirut
bull Many wine tasting events (Les mercredis drsquoEnoteca Nuit blanche des tourelles wine tasting with honor guests Chateau Palmer at Vintagehellip)
bull In a typical wine cellar you will find approximately
ndash 70 French wines
ndash 15 European and new world wines
ndash 10 Lebanese wines
ndash 5 Other alcohol and spirits
Enotecacomlb Source Zawaq
Consumer trends bull Previously only Arak (an Aniseed
spirit) and whiskey was consumed
bull Now to drink some wine became
the new trend
bull Lack of wine culture and
knowledge
bull Seasonable consumer
bull roseacute in summer near the pool bull red wine in winter near the chimney
bull Search for the cheapest wine but this tendency changed
bull Lebanese spend more and more for good quality wines
bull They drink wine out and discover new tastes and regions
telegraphcouk Source Carlos Khachan
Lebanonrsquos SWOT Analysis Strengths
Cheap labor
Favorable climate
Quality wine
Diversified soil with a dominance of Limestone which is rare in other areas of the planet
Competition and consumption in growth
Improvements in technical issues and modernization
Weaknesses
Political instability
No terroir knowledge
No collective spirit
Lack of identity
Known under the form of certain brands and not as Lebanese wine
Opportunities
Growing market (+15 export)
Many areas have vine growing potential
Foreign investments Carlos Ghosn
Rich in history and culture touristic and marketing elements
Threats
Islamist threat
Inputs costs
No collective work
Lebanese Wine Chain
1 Million euros questionhellip
Where to invest
Invest in a glass factoryhellip hellip and be the leader from the first year
100patates
1 000 000 euro
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
bull Hubert de Bouard (Chacircteau AngelusIxsir) bull James Palgeacute (Chacircteau Ksara) bull Gabriel Ribeacutero (Chacircteau Sociando Mallet
then Ixsir) bull Serge Hochard (Chacircteau Musar) bull Fabrice Guiberteau (Kefraya)
Source sudouestfr
And Enologistshellip
Source winetimeshkcom
Wine of fresh grapes (httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422|
|||2204|||4|1|1|1|1||2|1|1)
Country USD thousand
Share in Lebanonrsquos imports
Imported quantity (tons)
Imported growth in value between 2009-2013 ( pa)
France 10 593 876 778t 2
Italy 899 74 129t 14
Spain 309 26 111t 5
Chile 58 05 13t 24
Total 11 859 981
Source Gregory Demarque
EXPORT MARKETS
EXPORT MARKETS
Export Turnover $166 million (2014)
In 46 countries
Growth rate2013 +15
22 million bottles
Main actors Ksara Chacircteau Musar Kefraya
Trend and actorshellip
Source Blominvest Bank wwwtrademaporg
wwweconomygovlb
All Lebanese wine producers are doing an individual effort to sell their wines (Khachan)
EXPORT MARKETS Dynamic marketshellip
wwwtrademaporg
UK ndeg1 pricebtl
Top 5 markets almost 23 of the Export Turnover
Exports in France are dominated with laquo entry level raquo wines whereas wines exported to the UK are of higher quality (ENITA2003)
France ndeg1 volume
EXPORT MARKETS hellip and perspectives
$739btl (2012) + 60 since 2009
EXPORT MARKETS hellip and perspectives
Source Blominvest Bank
Local market- statistics bull Consumption 27 bottlecapita vs 15
bottle 10 years ago (Khachan)
bull Half the population is Muslim
bull Tremendous growth over the past decade bull Taxes Excise tax 200LL (010euro per bottle)
duty tax 15 of valueliter (Lebanese Customs)
bull Shipping cost is about 15 Margin should be at least 50 (for expensive bottles-grand cru) and Up to 100 (for cheap wines- cost 1 to 3euros) (Khachan)
Taxes
AOC Dry wine 35
VDF-IGP 53
Champagne 23
Local market
bull Hillebrand has operations in Lebanon
bull Export sales through diaspora (as consumers)
bull Oenotourism impact of Syria on tourism in Lebanon (75000 tourists -gt 25000 in Ksara) ndash Club grappe still offers tours ndash Vinifest will take place in Oct 15
bull In the local market there is a monopole executed by 5 giant companies for distribution like Fattal Massoud Dima Food Vincenti Abed El Nour and diageo (Khachan)
Vinifestlebanoncom
Clubgrappecom
Point Of Sale bull Retail Carrefour Spinneys Le charcutier Aoun Monoprix TSC
bull Wine Cellars Enoteca la maison du vin Vintage Aziz La cigale Nicolas Burgundy les caves de Taillevent Le comptoir La cave de Joel robuchon la maison du sommelier vineyards
bull Wine makers shops (direct sales) Domaine des tourelles Chateau Musar Adyar
bull HORECAs ldquoThe gatheringrdquo for example has a wide selection of wines and organizes wine tasting events such as Chateau du Tertre Chateau Giscours Chateau Talbot
bull Wine bars CRU Le merlot V comme vin
bull Centralized in Beirut
bull Many wine tasting events (Les mercredis drsquoEnoteca Nuit blanche des tourelles wine tasting with honor guests Chateau Palmer at Vintagehellip)
bull In a typical wine cellar you will find approximately
ndash 70 French wines
ndash 15 European and new world wines
ndash 10 Lebanese wines
ndash 5 Other alcohol and spirits
Enotecacomlb Source Zawaq
Consumer trends bull Previously only Arak (an Aniseed
spirit) and whiskey was consumed
bull Now to drink some wine became
the new trend
bull Lack of wine culture and
knowledge
bull Seasonable consumer
bull roseacute in summer near the pool bull red wine in winter near the chimney
bull Search for the cheapest wine but this tendency changed
bull Lebanese spend more and more for good quality wines
bull They drink wine out and discover new tastes and regions
telegraphcouk Source Carlos Khachan
Lebanonrsquos SWOT Analysis Strengths
Cheap labor
Favorable climate
Quality wine
Diversified soil with a dominance of Limestone which is rare in other areas of the planet
Competition and consumption in growth
Improvements in technical issues and modernization
Weaknesses
Political instability
No terroir knowledge
No collective spirit
Lack of identity
Known under the form of certain brands and not as Lebanese wine
Opportunities
Growing market (+15 export)
Many areas have vine growing potential
Foreign investments Carlos Ghosn
Rich in history and culture touristic and marketing elements
Threats
Islamist threat
Inputs costs
No collective work
Lebanese Wine Chain
1 Million euros questionhellip
Where to invest
Invest in a glass factoryhellip hellip and be the leader from the first year
100patates
1 000 000 euro
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
Wine of fresh grapes (httpwwwtrademaporgCountry_SelProductCountryaspxnvpm=1|422|
|||2204|||4|1|1|1|1||2|1|1)
Country USD thousand
Share in Lebanonrsquos imports
Imported quantity (tons)
Imported growth in value between 2009-2013 ( pa)
France 10 593 876 778t 2
Italy 899 74 129t 14
Spain 309 26 111t 5
Chile 58 05 13t 24
Total 11 859 981
Source Gregory Demarque
EXPORT MARKETS
EXPORT MARKETS
Export Turnover $166 million (2014)
In 46 countries
Growth rate2013 +15
22 million bottles
Main actors Ksara Chacircteau Musar Kefraya
Trend and actorshellip
Source Blominvest Bank wwwtrademaporg
wwweconomygovlb
All Lebanese wine producers are doing an individual effort to sell their wines (Khachan)
EXPORT MARKETS Dynamic marketshellip
wwwtrademaporg
UK ndeg1 pricebtl
Top 5 markets almost 23 of the Export Turnover
Exports in France are dominated with laquo entry level raquo wines whereas wines exported to the UK are of higher quality (ENITA2003)
France ndeg1 volume
EXPORT MARKETS hellip and perspectives
$739btl (2012) + 60 since 2009
EXPORT MARKETS hellip and perspectives
Source Blominvest Bank
Local market- statistics bull Consumption 27 bottlecapita vs 15
bottle 10 years ago (Khachan)
bull Half the population is Muslim
bull Tremendous growth over the past decade bull Taxes Excise tax 200LL (010euro per bottle)
duty tax 15 of valueliter (Lebanese Customs)
bull Shipping cost is about 15 Margin should be at least 50 (for expensive bottles-grand cru) and Up to 100 (for cheap wines- cost 1 to 3euros) (Khachan)
Taxes
AOC Dry wine 35
VDF-IGP 53
Champagne 23
Local market
bull Hillebrand has operations in Lebanon
bull Export sales through diaspora (as consumers)
bull Oenotourism impact of Syria on tourism in Lebanon (75000 tourists -gt 25000 in Ksara) ndash Club grappe still offers tours ndash Vinifest will take place in Oct 15
bull In the local market there is a monopole executed by 5 giant companies for distribution like Fattal Massoud Dima Food Vincenti Abed El Nour and diageo (Khachan)
Vinifestlebanoncom
Clubgrappecom
Point Of Sale bull Retail Carrefour Spinneys Le charcutier Aoun Monoprix TSC
bull Wine Cellars Enoteca la maison du vin Vintage Aziz La cigale Nicolas Burgundy les caves de Taillevent Le comptoir La cave de Joel robuchon la maison du sommelier vineyards
bull Wine makers shops (direct sales) Domaine des tourelles Chateau Musar Adyar
bull HORECAs ldquoThe gatheringrdquo for example has a wide selection of wines and organizes wine tasting events such as Chateau du Tertre Chateau Giscours Chateau Talbot
bull Wine bars CRU Le merlot V comme vin
bull Centralized in Beirut
bull Many wine tasting events (Les mercredis drsquoEnoteca Nuit blanche des tourelles wine tasting with honor guests Chateau Palmer at Vintagehellip)
bull In a typical wine cellar you will find approximately
ndash 70 French wines
ndash 15 European and new world wines
ndash 10 Lebanese wines
ndash 5 Other alcohol and spirits
Enotecacomlb Source Zawaq
Consumer trends bull Previously only Arak (an Aniseed
spirit) and whiskey was consumed
bull Now to drink some wine became
the new trend
bull Lack of wine culture and
knowledge
bull Seasonable consumer
bull roseacute in summer near the pool bull red wine in winter near the chimney
bull Search for the cheapest wine but this tendency changed
bull Lebanese spend more and more for good quality wines
bull They drink wine out and discover new tastes and regions
telegraphcouk Source Carlos Khachan
Lebanonrsquos SWOT Analysis Strengths
Cheap labor
Favorable climate
Quality wine
Diversified soil with a dominance of Limestone which is rare in other areas of the planet
Competition and consumption in growth
Improvements in technical issues and modernization
Weaknesses
Political instability
No terroir knowledge
No collective spirit
Lack of identity
Known under the form of certain brands and not as Lebanese wine
Opportunities
Growing market (+15 export)
Many areas have vine growing potential
Foreign investments Carlos Ghosn
Rich in history and culture touristic and marketing elements
Threats
Islamist threat
Inputs costs
No collective work
Lebanese Wine Chain
1 Million euros questionhellip
Where to invest
Invest in a glass factoryhellip hellip and be the leader from the first year
100patates
1 000 000 euro
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
EXPORT MARKETS
EXPORT MARKETS
Export Turnover $166 million (2014)
In 46 countries
Growth rate2013 +15
22 million bottles
Main actors Ksara Chacircteau Musar Kefraya
Trend and actorshellip
Source Blominvest Bank wwwtrademaporg
wwweconomygovlb
All Lebanese wine producers are doing an individual effort to sell their wines (Khachan)
EXPORT MARKETS Dynamic marketshellip
wwwtrademaporg
UK ndeg1 pricebtl
Top 5 markets almost 23 of the Export Turnover
Exports in France are dominated with laquo entry level raquo wines whereas wines exported to the UK are of higher quality (ENITA2003)
France ndeg1 volume
EXPORT MARKETS hellip and perspectives
$739btl (2012) + 60 since 2009
EXPORT MARKETS hellip and perspectives
Source Blominvest Bank
Local market- statistics bull Consumption 27 bottlecapita vs 15
bottle 10 years ago (Khachan)
bull Half the population is Muslim
bull Tremendous growth over the past decade bull Taxes Excise tax 200LL (010euro per bottle)
duty tax 15 of valueliter (Lebanese Customs)
bull Shipping cost is about 15 Margin should be at least 50 (for expensive bottles-grand cru) and Up to 100 (for cheap wines- cost 1 to 3euros) (Khachan)
Taxes
AOC Dry wine 35
VDF-IGP 53
Champagne 23
Local market
bull Hillebrand has operations in Lebanon
bull Export sales through diaspora (as consumers)
bull Oenotourism impact of Syria on tourism in Lebanon (75000 tourists -gt 25000 in Ksara) ndash Club grappe still offers tours ndash Vinifest will take place in Oct 15
bull In the local market there is a monopole executed by 5 giant companies for distribution like Fattal Massoud Dima Food Vincenti Abed El Nour and diageo (Khachan)
Vinifestlebanoncom
Clubgrappecom
Point Of Sale bull Retail Carrefour Spinneys Le charcutier Aoun Monoprix TSC
bull Wine Cellars Enoteca la maison du vin Vintage Aziz La cigale Nicolas Burgundy les caves de Taillevent Le comptoir La cave de Joel robuchon la maison du sommelier vineyards
bull Wine makers shops (direct sales) Domaine des tourelles Chateau Musar Adyar
bull HORECAs ldquoThe gatheringrdquo for example has a wide selection of wines and organizes wine tasting events such as Chateau du Tertre Chateau Giscours Chateau Talbot
bull Wine bars CRU Le merlot V comme vin
bull Centralized in Beirut
bull Many wine tasting events (Les mercredis drsquoEnoteca Nuit blanche des tourelles wine tasting with honor guests Chateau Palmer at Vintagehellip)
bull In a typical wine cellar you will find approximately
ndash 70 French wines
ndash 15 European and new world wines
ndash 10 Lebanese wines
ndash 5 Other alcohol and spirits
Enotecacomlb Source Zawaq
Consumer trends bull Previously only Arak (an Aniseed
spirit) and whiskey was consumed
bull Now to drink some wine became
the new trend
bull Lack of wine culture and
knowledge
bull Seasonable consumer
bull roseacute in summer near the pool bull red wine in winter near the chimney
bull Search for the cheapest wine but this tendency changed
bull Lebanese spend more and more for good quality wines
bull They drink wine out and discover new tastes and regions
telegraphcouk Source Carlos Khachan
Lebanonrsquos SWOT Analysis Strengths
Cheap labor
Favorable climate
Quality wine
Diversified soil with a dominance of Limestone which is rare in other areas of the planet
Competition and consumption in growth
Improvements in technical issues and modernization
Weaknesses
Political instability
No terroir knowledge
No collective spirit
Lack of identity
Known under the form of certain brands and not as Lebanese wine
Opportunities
Growing market (+15 export)
Many areas have vine growing potential
Foreign investments Carlos Ghosn
Rich in history and culture touristic and marketing elements
Threats
Islamist threat
Inputs costs
No collective work
Lebanese Wine Chain
1 Million euros questionhellip
Where to invest
Invest in a glass factoryhellip hellip and be the leader from the first year
100patates
1 000 000 euro
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
EXPORT MARKETS
Export Turnover $166 million (2014)
In 46 countries
Growth rate2013 +15
22 million bottles
Main actors Ksara Chacircteau Musar Kefraya
Trend and actorshellip
Source Blominvest Bank wwwtrademaporg
wwweconomygovlb
All Lebanese wine producers are doing an individual effort to sell their wines (Khachan)
EXPORT MARKETS Dynamic marketshellip
wwwtrademaporg
UK ndeg1 pricebtl
Top 5 markets almost 23 of the Export Turnover
Exports in France are dominated with laquo entry level raquo wines whereas wines exported to the UK are of higher quality (ENITA2003)
France ndeg1 volume
EXPORT MARKETS hellip and perspectives
$739btl (2012) + 60 since 2009
EXPORT MARKETS hellip and perspectives
Source Blominvest Bank
Local market- statistics bull Consumption 27 bottlecapita vs 15
bottle 10 years ago (Khachan)
bull Half the population is Muslim
bull Tremendous growth over the past decade bull Taxes Excise tax 200LL (010euro per bottle)
duty tax 15 of valueliter (Lebanese Customs)
bull Shipping cost is about 15 Margin should be at least 50 (for expensive bottles-grand cru) and Up to 100 (for cheap wines- cost 1 to 3euros) (Khachan)
Taxes
AOC Dry wine 35
VDF-IGP 53
Champagne 23
Local market
bull Hillebrand has operations in Lebanon
bull Export sales through diaspora (as consumers)
bull Oenotourism impact of Syria on tourism in Lebanon (75000 tourists -gt 25000 in Ksara) ndash Club grappe still offers tours ndash Vinifest will take place in Oct 15
bull In the local market there is a monopole executed by 5 giant companies for distribution like Fattal Massoud Dima Food Vincenti Abed El Nour and diageo (Khachan)
Vinifestlebanoncom
Clubgrappecom
Point Of Sale bull Retail Carrefour Spinneys Le charcutier Aoun Monoprix TSC
bull Wine Cellars Enoteca la maison du vin Vintage Aziz La cigale Nicolas Burgundy les caves de Taillevent Le comptoir La cave de Joel robuchon la maison du sommelier vineyards
bull Wine makers shops (direct sales) Domaine des tourelles Chateau Musar Adyar
bull HORECAs ldquoThe gatheringrdquo for example has a wide selection of wines and organizes wine tasting events such as Chateau du Tertre Chateau Giscours Chateau Talbot
bull Wine bars CRU Le merlot V comme vin
bull Centralized in Beirut
bull Many wine tasting events (Les mercredis drsquoEnoteca Nuit blanche des tourelles wine tasting with honor guests Chateau Palmer at Vintagehellip)
bull In a typical wine cellar you will find approximately
ndash 70 French wines
ndash 15 European and new world wines
ndash 10 Lebanese wines
ndash 5 Other alcohol and spirits
Enotecacomlb Source Zawaq
Consumer trends bull Previously only Arak (an Aniseed
spirit) and whiskey was consumed
bull Now to drink some wine became
the new trend
bull Lack of wine culture and
knowledge
bull Seasonable consumer
bull roseacute in summer near the pool bull red wine in winter near the chimney
bull Search for the cheapest wine but this tendency changed
bull Lebanese spend more and more for good quality wines
bull They drink wine out and discover new tastes and regions
telegraphcouk Source Carlos Khachan
Lebanonrsquos SWOT Analysis Strengths
Cheap labor
Favorable climate
Quality wine
Diversified soil with a dominance of Limestone which is rare in other areas of the planet
Competition and consumption in growth
Improvements in technical issues and modernization
Weaknesses
Political instability
No terroir knowledge
No collective spirit
Lack of identity
Known under the form of certain brands and not as Lebanese wine
Opportunities
Growing market (+15 export)
Many areas have vine growing potential
Foreign investments Carlos Ghosn
Rich in history and culture touristic and marketing elements
Threats
Islamist threat
Inputs costs
No collective work
Lebanese Wine Chain
1 Million euros questionhellip
Where to invest
Invest in a glass factoryhellip hellip and be the leader from the first year
100patates
1 000 000 euro
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
EXPORT MARKETS Dynamic marketshellip
wwwtrademaporg
UK ndeg1 pricebtl
Top 5 markets almost 23 of the Export Turnover
Exports in France are dominated with laquo entry level raquo wines whereas wines exported to the UK are of higher quality (ENITA2003)
France ndeg1 volume
EXPORT MARKETS hellip and perspectives
$739btl (2012) + 60 since 2009
EXPORT MARKETS hellip and perspectives
Source Blominvest Bank
Local market- statistics bull Consumption 27 bottlecapita vs 15
bottle 10 years ago (Khachan)
bull Half the population is Muslim
bull Tremendous growth over the past decade bull Taxes Excise tax 200LL (010euro per bottle)
duty tax 15 of valueliter (Lebanese Customs)
bull Shipping cost is about 15 Margin should be at least 50 (for expensive bottles-grand cru) and Up to 100 (for cheap wines- cost 1 to 3euros) (Khachan)
Taxes
AOC Dry wine 35
VDF-IGP 53
Champagne 23
Local market
bull Hillebrand has operations in Lebanon
bull Export sales through diaspora (as consumers)
bull Oenotourism impact of Syria on tourism in Lebanon (75000 tourists -gt 25000 in Ksara) ndash Club grappe still offers tours ndash Vinifest will take place in Oct 15
bull In the local market there is a monopole executed by 5 giant companies for distribution like Fattal Massoud Dima Food Vincenti Abed El Nour and diageo (Khachan)
Vinifestlebanoncom
Clubgrappecom
Point Of Sale bull Retail Carrefour Spinneys Le charcutier Aoun Monoprix TSC
bull Wine Cellars Enoteca la maison du vin Vintage Aziz La cigale Nicolas Burgundy les caves de Taillevent Le comptoir La cave de Joel robuchon la maison du sommelier vineyards
bull Wine makers shops (direct sales) Domaine des tourelles Chateau Musar Adyar
bull HORECAs ldquoThe gatheringrdquo for example has a wide selection of wines and organizes wine tasting events such as Chateau du Tertre Chateau Giscours Chateau Talbot
bull Wine bars CRU Le merlot V comme vin
bull Centralized in Beirut
bull Many wine tasting events (Les mercredis drsquoEnoteca Nuit blanche des tourelles wine tasting with honor guests Chateau Palmer at Vintagehellip)
bull In a typical wine cellar you will find approximately
ndash 70 French wines
ndash 15 European and new world wines
ndash 10 Lebanese wines
ndash 5 Other alcohol and spirits
Enotecacomlb Source Zawaq
Consumer trends bull Previously only Arak (an Aniseed
spirit) and whiskey was consumed
bull Now to drink some wine became
the new trend
bull Lack of wine culture and
knowledge
bull Seasonable consumer
bull roseacute in summer near the pool bull red wine in winter near the chimney
bull Search for the cheapest wine but this tendency changed
bull Lebanese spend more and more for good quality wines
bull They drink wine out and discover new tastes and regions
telegraphcouk Source Carlos Khachan
Lebanonrsquos SWOT Analysis Strengths
Cheap labor
Favorable climate
Quality wine
Diversified soil with a dominance of Limestone which is rare in other areas of the planet
Competition and consumption in growth
Improvements in technical issues and modernization
Weaknesses
Political instability
No terroir knowledge
No collective spirit
Lack of identity
Known under the form of certain brands and not as Lebanese wine
Opportunities
Growing market (+15 export)
Many areas have vine growing potential
Foreign investments Carlos Ghosn
Rich in history and culture touristic and marketing elements
Threats
Islamist threat
Inputs costs
No collective work
Lebanese Wine Chain
1 Million euros questionhellip
Where to invest
Invest in a glass factoryhellip hellip and be the leader from the first year
100patates
1 000 000 euro
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
EXPORT MARKETS hellip and perspectives
$739btl (2012) + 60 since 2009
EXPORT MARKETS hellip and perspectives
Source Blominvest Bank
Local market- statistics bull Consumption 27 bottlecapita vs 15
bottle 10 years ago (Khachan)
bull Half the population is Muslim
bull Tremendous growth over the past decade bull Taxes Excise tax 200LL (010euro per bottle)
duty tax 15 of valueliter (Lebanese Customs)
bull Shipping cost is about 15 Margin should be at least 50 (for expensive bottles-grand cru) and Up to 100 (for cheap wines- cost 1 to 3euros) (Khachan)
Taxes
AOC Dry wine 35
VDF-IGP 53
Champagne 23
Local market
bull Hillebrand has operations in Lebanon
bull Export sales through diaspora (as consumers)
bull Oenotourism impact of Syria on tourism in Lebanon (75000 tourists -gt 25000 in Ksara) ndash Club grappe still offers tours ndash Vinifest will take place in Oct 15
bull In the local market there is a monopole executed by 5 giant companies for distribution like Fattal Massoud Dima Food Vincenti Abed El Nour and diageo (Khachan)
Vinifestlebanoncom
Clubgrappecom
Point Of Sale bull Retail Carrefour Spinneys Le charcutier Aoun Monoprix TSC
bull Wine Cellars Enoteca la maison du vin Vintage Aziz La cigale Nicolas Burgundy les caves de Taillevent Le comptoir La cave de Joel robuchon la maison du sommelier vineyards
bull Wine makers shops (direct sales) Domaine des tourelles Chateau Musar Adyar
bull HORECAs ldquoThe gatheringrdquo for example has a wide selection of wines and organizes wine tasting events such as Chateau du Tertre Chateau Giscours Chateau Talbot
bull Wine bars CRU Le merlot V comme vin
bull Centralized in Beirut
bull Many wine tasting events (Les mercredis drsquoEnoteca Nuit blanche des tourelles wine tasting with honor guests Chateau Palmer at Vintagehellip)
bull In a typical wine cellar you will find approximately
ndash 70 French wines
ndash 15 European and new world wines
ndash 10 Lebanese wines
ndash 5 Other alcohol and spirits
Enotecacomlb Source Zawaq
Consumer trends bull Previously only Arak (an Aniseed
spirit) and whiskey was consumed
bull Now to drink some wine became
the new trend
bull Lack of wine culture and
knowledge
bull Seasonable consumer
bull roseacute in summer near the pool bull red wine in winter near the chimney
bull Search for the cheapest wine but this tendency changed
bull Lebanese spend more and more for good quality wines
bull They drink wine out and discover new tastes and regions
telegraphcouk Source Carlos Khachan
Lebanonrsquos SWOT Analysis Strengths
Cheap labor
Favorable climate
Quality wine
Diversified soil with a dominance of Limestone which is rare in other areas of the planet
Competition and consumption in growth
Improvements in technical issues and modernization
Weaknesses
Political instability
No terroir knowledge
No collective spirit
Lack of identity
Known under the form of certain brands and not as Lebanese wine
Opportunities
Growing market (+15 export)
Many areas have vine growing potential
Foreign investments Carlos Ghosn
Rich in history and culture touristic and marketing elements
Threats
Islamist threat
Inputs costs
No collective work
Lebanese Wine Chain
1 Million euros questionhellip
Where to invest
Invest in a glass factoryhellip hellip and be the leader from the first year
100patates
1 000 000 euro
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
Local market- statistics bull Consumption 27 bottlecapita vs 15
bottle 10 years ago (Khachan)
bull Half the population is Muslim
bull Tremendous growth over the past decade bull Taxes Excise tax 200LL (010euro per bottle)
duty tax 15 of valueliter (Lebanese Customs)
bull Shipping cost is about 15 Margin should be at least 50 (for expensive bottles-grand cru) and Up to 100 (for cheap wines- cost 1 to 3euros) (Khachan)
Taxes
AOC Dry wine 35
VDF-IGP 53
Champagne 23
Local market
bull Hillebrand has operations in Lebanon
bull Export sales through diaspora (as consumers)
bull Oenotourism impact of Syria on tourism in Lebanon (75000 tourists -gt 25000 in Ksara) ndash Club grappe still offers tours ndash Vinifest will take place in Oct 15
bull In the local market there is a monopole executed by 5 giant companies for distribution like Fattal Massoud Dima Food Vincenti Abed El Nour and diageo (Khachan)
Vinifestlebanoncom
Clubgrappecom
Point Of Sale bull Retail Carrefour Spinneys Le charcutier Aoun Monoprix TSC
bull Wine Cellars Enoteca la maison du vin Vintage Aziz La cigale Nicolas Burgundy les caves de Taillevent Le comptoir La cave de Joel robuchon la maison du sommelier vineyards
bull Wine makers shops (direct sales) Domaine des tourelles Chateau Musar Adyar
bull HORECAs ldquoThe gatheringrdquo for example has a wide selection of wines and organizes wine tasting events such as Chateau du Tertre Chateau Giscours Chateau Talbot
bull Wine bars CRU Le merlot V comme vin
bull Centralized in Beirut
bull Many wine tasting events (Les mercredis drsquoEnoteca Nuit blanche des tourelles wine tasting with honor guests Chateau Palmer at Vintagehellip)
bull In a typical wine cellar you will find approximately
ndash 70 French wines
ndash 15 European and new world wines
ndash 10 Lebanese wines
ndash 5 Other alcohol and spirits
Enotecacomlb Source Zawaq
Consumer trends bull Previously only Arak (an Aniseed
spirit) and whiskey was consumed
bull Now to drink some wine became
the new trend
bull Lack of wine culture and
knowledge
bull Seasonable consumer
bull roseacute in summer near the pool bull red wine in winter near the chimney
bull Search for the cheapest wine but this tendency changed
bull Lebanese spend more and more for good quality wines
bull They drink wine out and discover new tastes and regions
telegraphcouk Source Carlos Khachan
Lebanonrsquos SWOT Analysis Strengths
Cheap labor
Favorable climate
Quality wine
Diversified soil with a dominance of Limestone which is rare in other areas of the planet
Competition and consumption in growth
Improvements in technical issues and modernization
Weaknesses
Political instability
No terroir knowledge
No collective spirit
Lack of identity
Known under the form of certain brands and not as Lebanese wine
Opportunities
Growing market (+15 export)
Many areas have vine growing potential
Foreign investments Carlos Ghosn
Rich in history and culture touristic and marketing elements
Threats
Islamist threat
Inputs costs
No collective work
Lebanese Wine Chain
1 Million euros questionhellip
Where to invest
Invest in a glass factoryhellip hellip and be the leader from the first year
100patates
1 000 000 euro
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
Local market
bull Hillebrand has operations in Lebanon
bull Export sales through diaspora (as consumers)
bull Oenotourism impact of Syria on tourism in Lebanon (75000 tourists -gt 25000 in Ksara) ndash Club grappe still offers tours ndash Vinifest will take place in Oct 15
bull In the local market there is a monopole executed by 5 giant companies for distribution like Fattal Massoud Dima Food Vincenti Abed El Nour and diageo (Khachan)
Vinifestlebanoncom
Clubgrappecom
Point Of Sale bull Retail Carrefour Spinneys Le charcutier Aoun Monoprix TSC
bull Wine Cellars Enoteca la maison du vin Vintage Aziz La cigale Nicolas Burgundy les caves de Taillevent Le comptoir La cave de Joel robuchon la maison du sommelier vineyards
bull Wine makers shops (direct sales) Domaine des tourelles Chateau Musar Adyar
bull HORECAs ldquoThe gatheringrdquo for example has a wide selection of wines and organizes wine tasting events such as Chateau du Tertre Chateau Giscours Chateau Talbot
bull Wine bars CRU Le merlot V comme vin
bull Centralized in Beirut
bull Many wine tasting events (Les mercredis drsquoEnoteca Nuit blanche des tourelles wine tasting with honor guests Chateau Palmer at Vintagehellip)
bull In a typical wine cellar you will find approximately
ndash 70 French wines
ndash 15 European and new world wines
ndash 10 Lebanese wines
ndash 5 Other alcohol and spirits
Enotecacomlb Source Zawaq
Consumer trends bull Previously only Arak (an Aniseed
spirit) and whiskey was consumed
bull Now to drink some wine became
the new trend
bull Lack of wine culture and
knowledge
bull Seasonable consumer
bull roseacute in summer near the pool bull red wine in winter near the chimney
bull Search for the cheapest wine but this tendency changed
bull Lebanese spend more and more for good quality wines
bull They drink wine out and discover new tastes and regions
telegraphcouk Source Carlos Khachan
Lebanonrsquos SWOT Analysis Strengths
Cheap labor
Favorable climate
Quality wine
Diversified soil with a dominance of Limestone which is rare in other areas of the planet
Competition and consumption in growth
Improvements in technical issues and modernization
Weaknesses
Political instability
No terroir knowledge
No collective spirit
Lack of identity
Known under the form of certain brands and not as Lebanese wine
Opportunities
Growing market (+15 export)
Many areas have vine growing potential
Foreign investments Carlos Ghosn
Rich in history and culture touristic and marketing elements
Threats
Islamist threat
Inputs costs
No collective work
Lebanese Wine Chain
1 Million euros questionhellip
Where to invest
Invest in a glass factoryhellip hellip and be the leader from the first year
100patates
1 000 000 euro
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
Point Of Sale bull Retail Carrefour Spinneys Le charcutier Aoun Monoprix TSC
bull Wine Cellars Enoteca la maison du vin Vintage Aziz La cigale Nicolas Burgundy les caves de Taillevent Le comptoir La cave de Joel robuchon la maison du sommelier vineyards
bull Wine makers shops (direct sales) Domaine des tourelles Chateau Musar Adyar
bull HORECAs ldquoThe gatheringrdquo for example has a wide selection of wines and organizes wine tasting events such as Chateau du Tertre Chateau Giscours Chateau Talbot
bull Wine bars CRU Le merlot V comme vin
bull Centralized in Beirut
bull Many wine tasting events (Les mercredis drsquoEnoteca Nuit blanche des tourelles wine tasting with honor guests Chateau Palmer at Vintagehellip)
bull In a typical wine cellar you will find approximately
ndash 70 French wines
ndash 15 European and new world wines
ndash 10 Lebanese wines
ndash 5 Other alcohol and spirits
Enotecacomlb Source Zawaq
Consumer trends bull Previously only Arak (an Aniseed
spirit) and whiskey was consumed
bull Now to drink some wine became
the new trend
bull Lack of wine culture and
knowledge
bull Seasonable consumer
bull roseacute in summer near the pool bull red wine in winter near the chimney
bull Search for the cheapest wine but this tendency changed
bull Lebanese spend more and more for good quality wines
bull They drink wine out and discover new tastes and regions
telegraphcouk Source Carlos Khachan
Lebanonrsquos SWOT Analysis Strengths
Cheap labor
Favorable climate
Quality wine
Diversified soil with a dominance of Limestone which is rare in other areas of the planet
Competition and consumption in growth
Improvements in technical issues and modernization
Weaknesses
Political instability
No terroir knowledge
No collective spirit
Lack of identity
Known under the form of certain brands and not as Lebanese wine
Opportunities
Growing market (+15 export)
Many areas have vine growing potential
Foreign investments Carlos Ghosn
Rich in history and culture touristic and marketing elements
Threats
Islamist threat
Inputs costs
No collective work
Lebanese Wine Chain
1 Million euros questionhellip
Where to invest
Invest in a glass factoryhellip hellip and be the leader from the first year
100patates
1 000 000 euro
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
Consumer trends bull Previously only Arak (an Aniseed
spirit) and whiskey was consumed
bull Now to drink some wine became
the new trend
bull Lack of wine culture and
knowledge
bull Seasonable consumer
bull roseacute in summer near the pool bull red wine in winter near the chimney
bull Search for the cheapest wine but this tendency changed
bull Lebanese spend more and more for good quality wines
bull They drink wine out and discover new tastes and regions
telegraphcouk Source Carlos Khachan
Lebanonrsquos SWOT Analysis Strengths
Cheap labor
Favorable climate
Quality wine
Diversified soil with a dominance of Limestone which is rare in other areas of the planet
Competition and consumption in growth
Improvements in technical issues and modernization
Weaknesses
Political instability
No terroir knowledge
No collective spirit
Lack of identity
Known under the form of certain brands and not as Lebanese wine
Opportunities
Growing market (+15 export)
Many areas have vine growing potential
Foreign investments Carlos Ghosn
Rich in history and culture touristic and marketing elements
Threats
Islamist threat
Inputs costs
No collective work
Lebanese Wine Chain
1 Million euros questionhellip
Where to invest
Invest in a glass factoryhellip hellip and be the leader from the first year
100patates
1 000 000 euro
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
Lebanonrsquos SWOT Analysis Strengths
Cheap labor
Favorable climate
Quality wine
Diversified soil with a dominance of Limestone which is rare in other areas of the planet
Competition and consumption in growth
Improvements in technical issues and modernization
Weaknesses
Political instability
No terroir knowledge
No collective spirit
Lack of identity
Known under the form of certain brands and not as Lebanese wine
Opportunities
Growing market (+15 export)
Many areas have vine growing potential
Foreign investments Carlos Ghosn
Rich in history and culture touristic and marketing elements
Threats
Islamist threat
Inputs costs
No collective work
Lebanese Wine Chain
1 Million euros questionhellip
Where to invest
Invest in a glass factoryhellip hellip and be the leader from the first year
100patates
1 000 000 euro
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
1 Million euros questionhellip
Where to invest
Invest in a glass factoryhellip hellip and be the leader from the first year
100patates
1 000 000 euro
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
Invest in a glass factoryhellip hellip and be the leader from the first year
100patates
1 000 000 euro
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
Very cheap process Raw material
= wealth of Lebanon
Almost free
YIELD OF 95 1T of melted glass= 950kg of
bottle
Sand and Recycled Bottles
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
Take avantage of the market
Consumption of 70 million bottles
95 of import
A 21 million euro turnover market
wwwlorientlejourcom 16122013 wwwtrademaporg
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
40
40
10 10
Production line
Raw material
Marketing
Labor
Investment of the century
Production of 50 million bottlesyear
035eurobottle 175 million euro turnover
Versus 21 million euro spent on imports Source Etude de lrsquoimplantation drsquoune verrerie au Seacuteneacutegal AElhadjily and al 1995
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
40
40
10 10
Production line
Raw material
Marketing
Labor
The investment
Produce 50 million bottlesyear
035eurobottle 175 million euro turnover
Against 21 million euro on the import market
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
BE THE WOLF OF BEIRUT
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
References bull Books and journals
ndash Zawaq guide des vins du Liban Muriel Rozelier Edition Tamyras 2012 ndash Le commerce du levant Numeacutero 5623 Lrsquoembellie du vignoble libanais 2011 ndash La filiegravere viticole au Liban analyse et propositions pour une eacutevolution Ministegraveres de
lrsquoAgriculture et de la Pecircche Etude reacutealiseacutee par lrsquoENITA de Bordeaux sous la direction de Jean-Philippe ROBY 2003
ndash Baseline Study for Table Grapes and Potatoes in Lebanon Mohamad Abou Zeid National Consultant 2005
ndash The many faces of the Lebanese wine industry Ministry of economy and trade MOET newsletter Sept 2007 Lebanon
ndash Le paysage viticole de la Bekaa JP Bel Paris 2009 ndash Antoun L B (2014) WINE INDUSTRY IN THE BEKAA VALLEY LEBANON European
Scientific Journal ndash Wehbe La protection juridique des indications geacuteographiques au Liban Retrieved 2014
from httpwwweconomygovlb
bull Interviews ndash Dr Carlos Khachan Sommelier and founder of club Grappe and la maison du sommelier
in Beirut By Joseph Moukarzel ndash Hubert de Bouaumlrd Le Liban peut devenir une tregraves grande reacutegion vinicolelaquo 12-12-2011 |
par Muriel Rozelier | source Le commerce du Levant ndash Steacutephane Derenoncourt faire connaicirctre les vins du Liban comme un produit de qualiteacute
exige de reacuteveacuteler son terroir 12-08-2011 | par MR ndash Karen Matta and Wael Bou Jaoude owners of CRU a wine bar in Beirut by Alex Taylor
The daily star
bull Websites ndash wwwlebanonwinescom ndash wwwcustomsgovlbcustoms ndash wwwtrademaporg
Thank you
Thank you