Worldwide wine: tapping the trends from the global wine scene can increase wine sales

Cheers, Oct, 2006 by Fred Tibbitts, Jr.

By 2010, the United States will be the top imported wine market in the world, displacing the United Kingdom, which has worn that crown for years. Americans are increasingly discovering the joy of a glass or two of wine with their favorite dishes and, of course, some of us have adopted it as our cocktail of choice.

Also by 2010, the World Tourism Organization predicts that China will become both the number one tourist destination and the number one source of outbound tourists. With globalization the peoples of all countries are traveling far more than ever before, and when you add to this the fact that wine is now produced and promoted as part of the local culture in nearly every country in the world, you can appreciate why we are in the midst of a global cultural revolution favoring the consumption of wine. When these world travelers return home after experiencing new wines abroad, they generally seek wine stores and restaurants that carry them or ones similar, so as to experience them again and tell their friends.

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This development has significant implications for every bar and restaurant in America: with the dramatic increase in consumer awareness and approval of wine as a socially acceptable "folkway," never has there been a better opportunity to increase wine sales.

Just what are globe trotters experiencing? In Europe, lots of reasonably priced wines by the glass that vary dramatically from country to country, because every European country produces wine. In the United Kingdom there are imports from everywhere: Australia, New Zealand, Chile, Argentina, Spain, Italy, France, Portugal, South Africa and of course, California.

In Australia you drink Australian, particularly the wines of the region you're in, but their wine lists are usually full of wines from everywhere in Australia. Increasingly, the Aussies are cultivating a taste for the finer Sauvignon Blancs and Pinot Noirs from New Zealand, partly because of proximity, but also because several top New Zealand wineries are now joint ventures or wholly owned by Aussies.

If you're in Latin America, the wines of Chile and Argentina dominate; however, again, it depends on the country. Because of the European immigration over the centuries, you will also find Italian, French, Spanish and even German wines in abundance. Brazil and Uruguay produce wines, so be prepared to try them. The average Brazilian likes to toss whatever tasty fruit is around into their not-too-expensive Brazilian red wine (such as Vino do Porto) and serve it from a punch bowl like a Sangria.

In Africa, South African wines are by far the most commonly available and South African wineries are the greatest exporter of premium wines. Further north, the North African wines become dominant and, again, with the European traders came French and a variety of other European exports.

The Middle East is in the center of a hotel and restaurant building frenzy, especially Dubai, where money is no object and so everything is available from everywhere. Note that their "low end" would be most U.S. operators' idea of "ultra-high end."

Canada is all about the provinces: Each province is like a country unto it-self. But if you're talking serious wine of endless descriptions, it's definitely British Columbia. Ontario and Niagara produce a wide variety of wines very popular with consumers of Eastern Canada, and the Inniskillin wines made there are available across Canada. But it's really "east and west" as far as the wine producing centers are concerned, with the heartland provinces concentrating more on award winning beers. In addition to the premium British Columbia wines served at top restaurants of Vancouver Island and mainland Vancouver, you'll find a wide variety from California, Washington State and Oregon, plus a few wines from each of the other major growing areas of the world.

Asia Pacific is all about red wine from Australia and, depending on what part of Asia Pacific, influences of France, Chile, New Zealand, Italy, Spain and California are evident. China, with the help of the "flying wine makers," is starting to produce some excellent red wines, so if you're in Beijing, Shanghai, Guangzhou or in between, see what you think. However, the best bet much of the time, because of the heat on the plate, is a really cold beer, followed by another one.

Which of these trends from the global restaurant scene can you capitalize on without turning your operation upside down? Well, it's simple: offer more wines by the taste, by the glass and by the bottle from more wineries around the world. Recognize that global wines increasingly pair well with the foods Americans love to eat. And, be sure they're served by young wine professionals who love their jobs.

Not surprisingly, what works in Buenos Aires, Santiago, Sao Paulo, Paris, Rome, London, Sydney, Cape Town, Bangkok, Kuala Lumpur, Shanghai and across the U.S. is not dramatically different: it's the ethnic service traditions, the appellations available and the number of wines by the glass that really tells us if we've landed at a true "wine destination."