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Washington Wine Commission John Bookwalter Chairman August 27, 2009

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Washington Wine Commission John Bookwalter Chairman August 27, 2009. Washington Wine Industry. Phenomenal Growth 19 wineries in 1981, 650+ wineries today 147,436 tons harvested in 2008 8.5 million cases produced in 2008 11th AVA designated in April 2009

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slide2

Washington Wine Industry

  • Phenomenal Growth
    • 19 wineries in 1981,650+ wineries today
    • 147,436 tons harvestedin 2008
    • 8.5 million casesproduced in 2008
    • 11th AVA designatedin April 2009
    • $4.7 billion impact tothe national economy
    • Growing national andinternational acclaim
slide3

Washington Wine Industry

  • Record Acclaim
  • 277 wines received 90+ points from Robert Parker’s Wine Advocate (2008)
  • 123 wines awarded 90+ points by Stephen Tanzer’s International Wine Cellar (2008)
  • Long Shadows Vintners named “Winery of the Year” by Food & Wine Magazine (2007)
  • Bob Betz named “Winemaker of the Year” by Sunset Magazine (2007)
  • 4 Washington wineries named to “Top 100 in the World” by Robb Report
    • Andrew Will Winery
    • DeLille Cellars
    • Leonetti Cellar
    • Quilceda Creek
slide4

Washington Wine Industry

  • Strong Sales (in spite of economy)
  • National Trends
  • Overall, wine continues to outperform beer and spirits – Americans have finally discovered wine
  • Domestic wines are outperforming imports (France down 21%)
  • Growth in wine sales continues to be led by premium segments ($9-12, $12-15, and $15-up all near double-digit growth), although trend has slowed somewhat with economy. Washington State is considered a premium region.
  • Riesling is the fastest growing major varietal (up 24.7% over last year). Washington State is one of the world’s leading producers of Riesling.
slide5

Washington Wine Industry

  • Strong Sales (in spite of economy)
  • Local Trends
  • Washington State is the hottest wine region in the country – sales by value up 19% over last year (Oregon down 3.7%, California up 6.5%), sales by volume up 9.5% over last year (Oregon up 8%, California up 2%).
  • Washington State currently has a 4% share of the total wine market and a 7% share of the domestic wine market in the United States, roughly equivalent to Napa Valley.
slide6

Washington Wine Industry

The Bottom Line…

  • Annual economic impact of $3 billion in-state, $4.7 billion nationally in 2006; up from $2.4 billion in 1999
slide7

Washington Wine Industry

Direct Impacts

  • Revenues
  • $436 million in 2006, up from $289 million in 1999
  • Taxes
  • $145 million in-state, $58 million to other states, $269 million federally
slide8

Washington Wine Industry

Indirect Impacts

  • Employment
  • $579 million in payroll supporting 19,000 jobs, up from $350 million and 11,000 jobs in 1999
  • Wine Tourism
  • $238 million in 2006, up from $19 million in 1999; a 1,157% increase
slide9

Washington Wine Industry

  • Wine Tourism Booming
  • According to TIA, 17% of leisure travelers have engaged in wine and culinary travel – 27 million people
  • Washington State tourism is a $15 billion industry
  • Over 2 million people visit Washington wineries annually
  • Washington is among the top 15 states for food-related travel and the top 10 U.S. destinations for wine-related travel
  • Wine tourists typically stay longer (3.4 days) than average and spend more money in an area. More than 39% plan repeat visits
  • Washington wine country has seen a 29% increase in overnight visits in 3 years
  • Visitors to Washington wineries have a higher than average household income – $98,714 in 2006
slide10

Washington Wine Commission

  • Represents
    • All bonded and licensed wineries in Washington
    • All wine grape growers in Washington

Mission

Raise positive awareness of the Washington wine industry and generate greater demand forits wines

slide11

Washington Wine Commission

Board of Commissioners

  • John Bookwalter, ChairJ. Bookwalter Winery
  • Kent Waliser, Vice ChairSagemoor
  • Peggy Patterson, TreasurerHoodsport Winery
  • Ted BaselerSte. Michelle Wine Estates
  • Dick BousheyBoushey Vineyards
  • Glenn CooganAscentia Wine Estates
  • Peter DowCavatappi Winery
  • Patricia GellesKlipsun Vineyards
  • Eric HurlburtWSDA
  • Mark LevineYoung’s Market Company
  • Steve NewhouseUpland Vineyards
  • Rick SmallWoodward Canyon Winery
  • Jay SoloffDeLille Cellars
slide12

Washington Wine Commission

  • Six Strategies
    • Increase consumer demand through direct marketing
    • Reach out to the wine trade
    • Strengthen the commitment and unity of the industry
    • Increase awareness of the industry’s economic impact
    • Foster viticultural and enological research
    • Encourage professional staff development
slide13

Washington Wine Commission

  • Key Metrics
    • Increased consumer awareness of Washington wines
    • Increased media coverage of Washington wines
    • Increased sales of Washington wines in target markets
    • Increased traffic to the Wine Commission website
slide14

Local Consumer Events

  • Branded tastings promoted as destinationevents
      • Taste Washington!
      • Held annually in Seattle, Spokaneand targeted markets
      • Educational Seminars
      • 20something
      • Millennial-targeted event heldtwice annually in Seattle
slide15

Local Trade Outreach

  • Washington Wine Months
  • March – Taste Washington Wine Month
    • Restaurant and Retail Promotions
  • August – Washington Wine Month
    • Retail Promotions
  • Washington Wine Restaurant Awards
  • Taste Washington Seattle weekend
slide16

National Consumer Marketing

  • National branding campaign
    • Advertising
    • Media Outreach
    • Trade and Consumer Tastings
  • Target Markets
    • Tampa Bay
    • Austin
    • Denver
    • Phoenix
    • Chicago
slide17

National Trade Outreach

  • Road TripWashington Wine
  • October 4 - 8
  • 40 high-level national buyers
  • 50+ Washington wineries and vineyards participating
slide18

International Marketing

  • Target Markets
    • Quebec
    • Japan
    • United Kingdom and Ireland
  • Japanese Deluxe Tour
    • Trade incentive program
  • Washington Wine Experience
    • International trade FAM tour
  • London Wine Fair
  • Montreal Trade Tasting
slide19

Commitment to Research

  • 5% of Commission’s annual budget
  • Estimated $125,000 in 2009
  • Proceeds fromcharitable eventsdirected toeducation andresearch throughthe WashingtonWine EducationFoundation
slide20

Looking ahead…

Now what?

  • Washington still only has a 7% share of the domestic wine market
  • Projecting a 5% increase in production each year over the next 5 years
  • Striving for a 10% share of the domestic 750ml market by 2011
  • Must address serious workforce, infrastructure and marketing issues
slide21

Looking ahead…

How will we get there?

  • Position wine industry as an attraction/asset for business developmentand recruitment
  • Increase emphasis on wine tourism by leveraging state and localtourism efforts
  • Improve tourism infrastructure(e.g. signage, lodging, dining)
  • Reform state and federal liquor lawsand work with other regulatory bodies
  • Raise cross-functional industryknowledge (e.g. business finance,business operations, marketing)
  • Continue to invest in and growresearch and education programs
slide22

Washington Wine Commission

Questions or comments?

Thank you!

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