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Wine Country<br />
By David Bernad // Founder and President of the Miami International Wine Fair and Vinamericas<br />
America’s fascination with wine has turned a<br />
former beer-and-bourbon audience into<br />
the largest wine market in the world.<br />
With more than 300 million cases<br />
sold in 2008, the potential for growth<br />
remains expansive. Very few markets<br />
offer the unbelievable selection one finds<br />
in nearly every major metropolitan area<br />
in the United States. In a country that<br />
has always been eager to try new things<br />
—new varietals, new styles—importers<br />
and distributors take the risk of seeking<br />
out boutique wineries abroad, or of<br />
representing wines from regions<br />
largely unknown.<br />
This drive toward innovation and<br />
discovery pushes winemakers to consider<br />
developing their business in America.<br />
According to the Wine Institute, the U.S.<br />
consumed one percent more wine in<br />
<strong>2009</strong> than in previous years, though<br />
there is a clear variation in purchasing<br />
patterns. In this economy, home dining<br />
and entertaining are on the rise and what<br />
better way to welcome family and friends<br />
than with a bottle of wine? Gone<br />
however, are the days of spending<br />
exorbitant sums on bottles, as with<br />
increased consumption, statistics also<br />
show that enthusiasts are buying at lower<br />
price points. The industry has answered<br />
this trend accordingly and has allowed<br />
“mom and pop” labels and smaller<br />
winemakers to shine in the advent of<br />
quality for value.<br />
In the midst of wine’s outstanding<br />
performance in the luxury consumer<br />
sector, Spain continues to lead the pack<br />
in terms of growth in exports from<br />
Europe, while Argentina is exploding<br />
in popularity thanks to America’s love<br />
affair with Malbec. Consumption of<br />
HEMISPHERES PROMOTION<br />
California wines has also increased<br />
with respect to imports due to the Euro’s<br />
strength, which has made European<br />
imports more expensive.<br />
When it comes to specific grape<br />
varietals, Chardonnay is the premier<br />
choice, but crisper, greener wines such as<br />
Pinot Grigio, Sauvignon Blanc, Albarino<br />
and Gruner Veltliner are slowly<br />
emerging. Cabernet and Merlot are still<br />
the top reds; however, the aforementioned<br />
Malbec as well as Pinot Grigio are<br />
growing at unprecedented rates.<br />
As with any other industry, trends<br />
come and go in the wine sector. What’s<br />
in today may be out tomorrow<br />
Nevertheless, America has proven that its<br />
passion for wine is here to stay,<br />
embracing the fine vineyards that its<br />
country has to offer, as well as the many<br />
varieties available worldwide.
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