22 - USA Flashcards

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1
Q

How does the USA rank in terms of wine production?

A

4th largest after Italy, France, Spain

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2
Q

Break down US production by region.

A

California 80%

Washington 5%

New York 4%

Oregon 1.4%

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3
Q

What is the total area under vine? Compare this to other major wine-producing countries and regions.

A

430,000ha

Spain - 961,000ha

France - 800,000ha

Langeudoc - 230,000ha

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4
Q

Describe the importance of brands to US wine marketing.

A

Very important - in the absence of well-known appellations wines were marketed using doppelganger names e.g. “California Burgundy” and their producers brands which were advertised with celeb endorsements e.g. Gallo

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5
Q

Describe the history of production in California.

To what extent was this expansion accompanied by changes in quality?

A

Plantings grew rapidly along with population expansion 1860-1900

Prohibition and economic downturn paused expansion

Demand revived in 1960s - number of wineries grew from 240 in 1970 to 4000 by 2014

Quality greatly improved with better use of varietal plantings to match microclimate, improved winemaking and higher consumer involvement

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6
Q

Where else in the US has winemaking expanded?

A

Ohio, NY, Virginia - plantings from VV and French hybrids like Seyval Blanc

Mid-west e.g. New Mexico, Texas

Northern state e.g. Michigan, Minnesota, Wisconsin planted with Riesling and hybrid Brianna

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7
Q

Broadly speaking what are three key challenges to US wine production?

A
  1. Global warming - drought, forest fires in warmer areas
  2. Irregular climate conditions more generally
  3. Restrictions on the sale of alcohol across state borders
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8
Q

To what extent do AVAs restrict grape growing or winemaking practices?

A

Not at all - simply define the geographic area of wine production

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9
Q

How many AVAs are there? What % are in California?

A

246 with 60% in California

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10
Q

What are sub-AVAs?

A

Smaller AVAs established within an existing, larger AVA

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11
Q

What is an Appellation of Origin?

A

Similar to an AVA but defined by political boundaries e.g. county or state

>75% of grapes must be from within that boundary and wine must be finished within the same state

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12
Q

Outline federal labelling laws on variety, the appellation of origin, AVA and vintage.

A

Variety wine must contain >75% from that variety, AO must also be stated, where blend state % of each variety

AO >75% of grapes must come from that AO, where there are overlaps label must state % of each variety from each state

AVA >85% grapes from AVA, wine fermented and finished within state of the AVA but not the AVA itself

Vintage >85% of grapes for AO, 95% for AVA

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13
Q

Give an example of a state with stricter labelling laws than federal requirements.

A

Oregon - 100% grapes must be grown in Oregon, if Oregon AVA listed then 95% must have been grown in that AVA.

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14
Q

Why does the US rank #4 in terms of wine production (24 m hL) but #8 in terms of export by volume (3.5 hL)?

How much of US wine consumption is imported?

A

Despite low per capita rate of wine consumption, a large population means domestic consumption is high

As such only 14% of volume is exported

US imports 12.6 m hL (38% of total consumption)

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15
Q

To what extent is US production concentrated? Compare this to France.

Who are the three largest producers in the US market?

A

10,000 wine-producing companies, of which the largest 50 control 90% of domestic sales by vol

Far more concentrated than France, where 75% of sales are by small/medium local companies

E&J Gallo - 6.3m hL, 26% of production

The Wine Group - 4.8m hL, 20% of production

Constellation Brands - 3.2m hL, 13% of production

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16
Q

Why is the distribution and sale of alcohol in the US complex?

How have smaller producers attempted to get around these rules?

A

Three-tier system preventing direct producer –> retailer sales

Differing rules in all 50 states

Small-medium sized wineries use DTC sales via wine clubs and cellar door where allowed

17
Q

How much of California’s production is exported?

A

12%

18
Q

Describe typical production structures.

A
  1. Large wine-producing companies who own vineyard and purchase grapes from growers across the state –> merchants and grower-merchants can therefore produce wine variety of wines
    - Growers are often very large scale farms with 000s of ha
  2. Small estate wineries - including cult wine producers like Screaming Eagle and Harlan
19
Q

What kind of viticultural technique has helped growers keep pace with consumer demand?

A

Head-grafting which allows varieties to be changed quickly

20
Q

Outline factors in price of grapes (3).

A
  1. AVA - certain districts command premiums e.g. Cab from Napa 10x price of Lodi
  2. Grower reputation - some growers have prestige which commands premium
  3. Consumer demand