Wine to the USA

(Last updated: 5 May 2009)

Trends and opportunities

The market

Wine remains a major area of opportunity for Australia. However it is important to note that the majority of dollar growth in this sector has been in key brands, such as Yellowtail and Rosemount, with their distribution in major retail supermarket chains contributing to strong volume sales. The high overall growth should not be taken as an indication of ease of entry for smaller players, who must work hard to gain access to distribution channels. 

Key factors:

• The USA is the second most important export market for Australian wines.
• Price, influenced by exchange rates, is one of the most important competitive factors. Quality is an expectation and Australian wines have a repuation for consistently delivering value for money.
• Relationships with all 3-tier customers (importers and distributors and retailers/accounts) must be a key focus as there are many brands competing in the market. All importers and distributors will typically carry a range of brands, so it’s critical to gain their support for the Australian wine brand. 
• Importers and distributors are limiting their acquisition of new brands.
• Tariff reductions through the free trade agreement (FTA) are important in price competitiveness, including in relation to Chilean and South African competitors given the FTA tariff reductions being implemented. 
• Payment defaults have been an issue for small wineries exporting to the USA, and wineries should review financial records of their business partners prior to making any major commitments.

Since the beginning of 2009, the USA wine market has undergone significant changes due to the impact of the volatile USA financial and economic environment. While total wine consumption volumes remain stable, the average retail price per bottle has declined from US$8-10 to under US$6 per bottle.

Wines in the US$9-$12 range and the US$12-$15 have shown modest growth during the first part of 2009. Aggressive competitive pricing by retailers is providing consumers with great value for money.
Domestic USA wine sales are increasing at the expense of imports. Australia’s bottle sales are down, but bulk wine sales are up.

Wine sales volumes are heavily weighted to retail sales channels as consumers dine at home more frequently. Restaurants and bars have seen a downward shift in dollars spent per bottle with an increase in wine by the glass sales. Overall on-premise consumption is viewed as somewhat stable, but dollar sales are significantly down.

Importers and distributors are reluctant to add new brands to their portfolios, particularly as many are already working with a large range of domestic and imported wines. Sales teams tend to focus on brands that will help them achieve their goals, and as a result a number of brands simply fail to gain any of their attention.

Opportunities

Wineries that are currently exporting to the USA have the best chance of building new business leads in today’s market environment. Current exporters who work with their importer and distributor to support their brands and provide marketing and promotional support in terms of both dollars and materials may be able to achieve some of the following:

• Build on sales in existing accounts and channels of distribution
• Open up new accounts or channels:
• Geographic markets where wine consumption is less developed, eg. Arizona, Nevada, Colorado, Minnesota, etc.
• On-premise/foodservice – target casual dining accounts, regional restaurant chains, etc.
• Enter new online sales channels, eg. Amazon.com is planning to launch a new wine site in 2009.

Competitive environment

The USA wine market is dominated by domestic producers – historically from California, Washington and Oregon. Wine is also produced in New York, Texas and other states, but is limited to local sales opportunities.

Imports account for roughly 25-30 per cent of USA wine sales, and is led by Italy, followed by Australia and France.

Since 2008, there has been a volumetric surge of imports from Chile and Argentina, as well as from Spain, New Zealand and South Africa, although to a much lesser degree.

Wine from Argentina and Chile is expected to surpass the volume from France, to become respectively, the third and fourth largest exporters to the USA.

Wines from South America are increasingly viewed by consumers as interesting and good value for money, a position that Australia held not too long ago.

Australian wine imports have recently seen an increase in bulk wine sales, reflecting a demand for locally bottled products to achieve competitive pricing.

Tariffs, regulations and customs

An import duty of 6.9 cents per litre applies to wine of alcoholic strength by volume not over 14 per cent (HTC 2204.21.40). State excise tax, sales tax, wholesale taxes and other taxes vary according to each of the 50 states regulations.

In addition, the following Federal excise taxes apply for wine (by the gallon):

• 14 per cent and under - US$1.07
• between 14 and 21 per cent - US$1.57
• between 21 and 24 per cent - US$3.15
• naturally sparkling - US$3.40
• artificially carbonated - US$3.30

If you know the applicable HTS tariff number for your products, you can obtain additional information on tariffs that apply from the tariff database on the US International Trade Commission's website.

Industry standards

With the introduction of the Bio-Terrorism Act in December 2003, it is now a requirement for all facilities in the US and overseas which produce food or beverage for consumption in the US to register with the Food & Drug Authority. This can be done online at US Food and Drug Administration. This registration requires you to name a US ‘agent’ – this is a point of contact in the US rather than your actual importer or agent, and can be anyone you know who resides in the US.

The FDA also requires Prior Notification of Shipment when products are sent to the US, this includes samples. This advance notification should be done in consultation with your freight-forwarder and is to be submitted electronically via the FDA Prior Notice System.

Labelling requirements are different to Australia, particularly the back label, which should also contain a USA health warning statement. All labels need to be approved at both a national level and for each state that the wine will be sold in. Refer to US Label Requirements for details.

Applications for Certification of Label Approval (CoLA) are normally submitted by the importer, or can be done online at the Alcohol & Tobacco Tax & Trade Bureau.

Wine should never be bottled and  labelled or shipped before labels have been approved.

Maximum alcohol content for table wine in the US is 14 per cent, while in Australia it is 15 per cent. Wine at a higher alcohol content attract a higher tariff rate, and importers are reluctant to work with these types of wines.

Marketing your products and services

Market entry

The US market for alcoholic beverages and wine is relatively mature, with a few dominant players in the wine market. In most cases, foreign producers who wish to enter the US market have done so through licencing agreements or joint ventures with a domestic manufacturer who is already established in the market.

Mergers, acquisitions, joint ventures and other financial agreements have become common occurrences in the US alcoholic beverage market. An agreement with a US producer is likely to provide the best opportunities for exporters to enter this wine market.

Alcoholic beverages, including wine, are regulated by both federal and state governments. In most cases (due to US distribution laws for products containing alcohol), alcoholic beverages must be distributed using licensed wholesalers or distributors. Manufacturers must take the initiative to ensure that products meet the US import and labelling regulations.

With a large number of domestic and international wines competing in the US market, it is important that your product is appealing to customers on the shelf. Although wine quality is a prime consideration, product presentation, especially labels, are critical in selling your wine to the public.

To make your product stand out with the distribution and retail sales people, you will need to provide them with tools to sell your wine. This will include marketing items such as shelf-talkers with technical and taste information on the wine. Most importantly, they need a ‘story’, which will help them remember your wine amongst all the competition, and provide a point of interest for the customers they are trying to sell to.

You will need to prepare an export price list with FOB prices in Australian and US dollars. This price list should only be presented to importers.

Many importers will ask for ratings. Importers are referring to ratings from US critics and publications such as ‘Robert Parker’, ‘Wine Enthusiast’ and ‘Wine Spectator’. You may submit wines to the first two prior to having secured an importer, and the ratings will help you to obtain interest of importers. Australian medals and rating are not given the same level of consideration as ratings from US rating authorities. Contact Austrade for information on submission requirements and schedules.

It is important not to overlook the need for a professional looking webpage with descriptions of your wines and an email address, which uses your company name as the domain, rather than Hotmail or BigPond.

Market visits based around the key buying time of January to July are recommended.

Samples can only be sent to the US through a licensed importer. Austrade has arrangements with importers in New York and California who may import your samples for a fee.

Distribution channels

The three-tier system continues to be the predominant distribution model in the US, encompassing importers, distributors and end retailers. Movement of product and access to individual state markets can be complicated by demarcation in the roles of these channels.

Brokers, Internet sales and other innovative sales channels are developing their influence as competition increases.

While retail sales hold an 80 per cent market share, wine sales through bars and restaurants account for roughly 20 per cent of the total volume of wine sales. However, bars and restaurants account for over 30 per cent of wine sales in value terms.

The difference between the value and volume of wine sales through various distribution channels results from a preference for higher-quality wine purchases when dining out. Whether dining out personally or for business purposes, consumers have shown a tendency to purchase higher-quality wines than those purchased through retail channels.

When seeking the services of a distributor or wholesaler, exporters should consider the relationship that they have with local governments, buyers and banks, the facilities, and their willingness and ability to keep inventory.

Currently there are an estimated 4,500 liquor distributors in the US.

The largest alcohol wholesalers are:

• Southern Wine and Spirits of America
• Charmer Industries/Sunbelt Beverage
• Republic National Distributing Co.
• Young's Market Co.
• Glazer's Wholesale Distributors

Links and industry contacts

Wine–related resources

Australian Wine Bureau - www.wineaustralia-usa.com
Wine Business Online - www.winebusiness.com

Government, business and trade resources for the USA

Alcohol & Tobacco Tax & Trade Bureau - www.ttb.gov
US Bureau of Alcohol, Tobacco and Firearms Online - www.colasonline.gov
US Customs Service - www.customs.ustreas.gov
BioTerrorism Act registration - www.fda.gov/oc/bioterrorism/bioact.html
US labelling requirements - www.ttb.gov/alfd/index.htm

Contact details

The Australian Trade Commission (Austrade) is the Australian Government’s trade and investment development agency, operating as a statutory agency within the Foreign Affairs and Trade portfolio.

Austrade assists Australian businesses contribute to national prosperity by succeeding in trade and investment, internationally, and promoting and supporting productive foreign investment into Australia.

Austrade:

• Delivers services that assist Australian businesses initiate, sustain and grow trade and outward investment.
• Promotes Australia as an inward investment destination and, with the States and Territories, supports the inflow of productive foreign direct investment.
• Administers the Export Market Development Grants scheme.
• Undertakes initiatives designed to improve community awareness of, and commitment to, international trade and investment.
• Provides advice to the Australian Government on its trade and investment development activities.
• Delivers consular, passport and other government services in designated overseas locations.

A list of Austrade offices (in alphabetical order of country) is available.

More information

For further information please contact Austrade on 13 28 78 or email info@austrade.gov.au