WINE TRADE MONITOR 2024:

Who Wins in Tomorrow's Global Wine Market?

 WINE TRADE MONITOR 2024:

Who Wins in Tomorrow's Global Wine Market?

The Wine Trade Monitor by HOPSCOTCH SOPEXA is an international,

forward-looking study deciphering the evolutionary trends and the perspectives

in the wine market.

This 10th edition targets 9 key markets:

Canada, United States, Belgium, Germany, Netherlands, United Kingdom,

China, Japan, South Korea.

Nearly 1,000 professionals and local business actors, in wine importation

and distribution, have delivered their forecasts for the evolution of their markets
over the next 24 months.

Over the past 15 years, this methodology has proven sound in previewing
forecasts that have ultimately come true, providing valuable lessons in
understanding and anticipating the trends impacting international wines sales.
 France, The origin found amongst
the most operators
French, Italian, and Spanish wines are the most popular
among operators
France / italy: face to face
France
88%
While Italy is well

77%
of operators
sell French wines
referenced on
mature markets,
it falls behind in
italy

72%

of operators China compared VS

sell Italian wines to French wines

of operators

sell Spanish wines

83%
79%

80%
75%

81%
75%

88% 58%

Belgian professionals 51% 46% 24%

have a thirst for new

8
origins
different origins sold
Sell Argentinian wines Sell Greek wines
Sell Chilean wines
on average vs 6.4 in 2021
 an overall perception of origins The perception of wine,

that varies according

linked to their origin:
to the market The criteria for which France is most often cited:

55 %
On average, more than half
of professionals cite France special

as the country with the best

global image, ahead of italy
occasions 73%
France
A popular image in Japan (80%)
Consistent
France
that contrasts with the Netherlands (18%)
Quality of taste 28%
18 % 4% CSR
35%

↪
↪

approaches

germany

Italy

A popular image in the

A particularly good perception
in its own territory (26%)

The criteria for which other origins stand out:

Netherlands (43%)

Portugal

that contrasts with a

lack of recognition in
South Korea (3%)
A strong image in the
Netherlands (15%)

29% Australia

united states

A stronger image in South Innovation 21% Italy

Korea (15%)

13% United
States
American wines They are the wines thought of by professionals
are particularly when it comes to the following criteria:
well perceived
30 % Innovation
29% Spain
in south Korea Attractiveness

27% attractiveness to young generations of price

32% effective communication campaigns 18% Chile
 professional forecasts Small-scale buyers

are the most optimistic

on the evolution on the
of the wine evolution

24%
market of their sales

40%
28% 11%

:)
↪

↪
:)
49%

progression
stagnation 39%

of operators that
purchase less
of operators that
purchase more
deterioration than 10,000 than a million
bottles per year bottles per year
27% 21% predict that the predict that the
market will grow market will grow

Against this rather somber

backdrop, trade professionals
estimate that France and Italy
will be the wine-producing
countries with the strongest
Online sales are expected to grow
sales-growth.

progression
53%
19% stagnation
40%
36%
43% Portugal
deterioration 7%
spain

France

italy
 CSR dimensions to which
operators are the most sensitive
↪ Carbon footprint
reduction
3 large consumer trends
23%
Protection of
natural resources
↪
Naturalness:

19% ↪ ORGANIC, csr, natural wines

Respect for
biodiversity

↪ 19%
new offers:

Promotion of
diversity and
inclusion
low-alcohol wines, vegan wines,

7% orange wines, pet' nats

Low alcohol wines, a category

expected to grow, notably for:
stronger price
41% 35% 27% segmentation:

premium wines, entry-level wines

Germans Canadians and

americans
the English
 a desire for diversity
In a particulary dynamic
in appellation preferences segment, Cava is doing uniquely
well, notably to the detriment

Regions or types of wines with the strongest sales growth over the next 24 months,
of Prosecco.
according to trade professionals

n°1 n°1 n°1 55%

25%
20%
59%
CAVA
Loire Valley Languedoc Provence

n°2 n°2 n°2

21%
19%
45%

50%
Languedoc
Bordeaux
Languedoc
Bourgogne Bourgogne
Crémant

n°3 n°3 n°3

20%

Marlborough
19%

Rhone Valley
41%

Italian Rosé 47%

white red
Rosé

wines wines wines champagne

Marlborough dominates

largely in china and south Korea for white wines

47%

in China and South Korea

46%
prosecCo
 behind the well known varietals,

the underdogs compete for position

Growth in demand for still wines is driven by a trio of international
grape varieties, but with very marked variations according to country.

Chardonnay
Cabernet
Sauvignon
29%
Pinot

Noir
24%
Sauvignon
blanc
Chenin

A stronger interest

in Belgium (44%)

than in the United States (14%)

22% blanc
A stronger interest

in China (56%)

and South Korea (44%)

16% Grenache
than in Germany (4%)
A stronger interest

in South Korea (43%)

and Canada (34%)

13% Albariño
than in Germany (10%) A level of interest that

is growing in China,

and declining

in the United Kingdom

In the top 3 most dynamic grape

13%
varieties in Belgium (17%),

Canada (20%),

and the United Kindgom (24%) 12%

The grape variety with the second
highest sales growth

in the United States

A stronger demand

in the United States (22%)

and the United Kingdom (20%),

as well as among major operators

 Authenticity improves sales...

85 % yes 12% NO
3%

:(
do not know
:)

An opinion stronger An opinion stronger among

among wine large-scale distributors, including

:|
merchants super- and hyper-markets

... a concept that echos

-

different realities

Winemaker’s
Terroir:
Craft:

approach:

China, Japan, United States

Belgium, Germany
South Korea
 whatever the container...
The screw cap:

a growing standard
75cl glass bottles remain the format for which professionals anticipate

the strongest sales growth.

Small formats are attracting interest from supermarket buyers.

Already very popular on Anglo-Saxon markets,
Conversely, large formats are losing ground, particularly in Europe.
it is growing in more traditional markets.

Bag-in-Box has stable forecast for overall growth in Belgium,

the Netherlands and Japan.

75 CL bottle,

a dynamic format
79%
Germany
The 75cl bottle is not incompatible

with innovation: it is in this format

that professionals believe packaging

76%
developments will be the most buoyant

in terms of sales.

68%
anglo-saxons

still believe in cans?

Japan
Classic 75cl bottle They are less inclined

to cite cans now than in 2021

24%
Lightweight 32% - 18 points
69%
glass bottle United States United States
17% - 19 points
3% Canada

Bottle made
15%
of cellulose, paper, linen United - 24 points
Kingdom
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©Wine Trade Monitor 2024 by Hopscotch Sopexa