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New World wine countries gain market share from Europe

Published:  23 July, 2008

The southern hemisphere and the USA are steadily gaining market share over Europe, according to a world wine body.

But the group of six exporter countries - Argentina, Chile, South Africa, Australia, New Zealand and the USA - saw their wine exports creep up to 28% from 26.6% in 2006.

South America increased its world market share in volume by 2% between 2006 and 2007, reaching 9.6m hectolitres in exports, giving it an 11% share of the world market compared to 9% in 2006.

Chile exports were up 1.4% on 2006 and Argentina was up 0.6% on the 7.7m hectolitres exported in 2006.

Production in Brazil is also increasing and Castellucci said the country would become a wine force to be reckoned with.

New world wine countries are also drinking more. Consumption of 26.5m hectolitres in the US last year easily outstripped the 20m hectolitres it produced, according to the report.

"There has been a big marketing effort by the [USA] local industry and that is benefiting the wine imports as well, Castellucci told Reuters.

China and India are also developing their own wine industries, but Castellucci confirmed rising demand from local consumers meant he did not expect either country to become a big exporter soon.

The world wine market, representing 94% of world trade, hit 91.3m hectolitres this year up 8.4% on 2006, according to the report.

The OIV is an intergovernmental organisation for work on vines, wine, wine-based beverages, table grapes, raisins and other vine-based products.