Jean Leon, Wine Without Borders

Jean Leon


Spain, the US, the Netherlands, Japan, Sweden and Germany are the six countries that consume the most Jean Leon wine in the world. Setting Spain aside, we'll analyze the characteristics that made three European countries and two global powers decide to drink our wines. Let's get to it!


It is important to establish the context of our analysis by pointing out some of the data in the report on the state of global viniculture presented by the International Organization of Vine and Wine (OIV).


Italy, with 48.9 million hl, tops the list of global wine producers, followed by France (47.4 million hl) and, in third place, Spain, which returns to a medium level of production (36.6 million hl). In terms of wine production, the country holds steady in third place, but drops to eighth when it comes to annual wine consumption.


Spain currently consumes around 800 million liters, which only represents 3.3% of total global consumption. Compared to the US, which represents 13.51% of total consumption, Spain consumes four times less.



The United States, global leader in wine consumption


The US is one of the main export destinations for wine.  In 2014, total wine consumption in the US reached 321 million 9-liter boxes. It is a relatively young market and for the average American, wine culture is still quite new.


Even so, more and more Spanish wines are gradually finding their way on to the wine lists of American restaurants. Let's not forget that our wine witnessed one of the most important moments in American history when Ronald Reagan chose a Jean Leon for the dinner celebrating his presidential inauguration.


The Netherlands rank second (not counting Spain) in global consumption of Jean Leon wines. The ranking makes sense given that the country does not produce wine, but is an avid consumer. In 2014, it ranked 18th, consuming over 306,000 liters of wine per year.


The Netherlands are followed by Japan. Wine is mostly consumed at izakaya, typical Japanese bars or restaurants, as well as at wine bars, and is particularly popular among older and middle aged men. In addition, Japanese consumers are interested in the properties of wine, in the people who make it, and the story behind it. Unique stories represent relevant and useful facts and factors for the consumer.


After the Japanese, we find the Swedes. The Swedish wine market is mature and one might say that wine sales are reaching their peak. Red continues to be the highest selling wine, followed by white.


That being said, rosés and sparkling wines are displaying rather positive consumption trends. These wines are gradually finding their place in everyday meals, whereas previously they were only consumed on specific occasions and holidays. Organic wine represents a very strong trend and one of the industry's major investments.


Rounding off the list is Germany. In addition to being a wine producing, exporting and importing country, it is also a big wine consumer. In global terms, it ranks fourth among the world's leading consumer countries with 20 million hl in 2012.


Comparing per capita wine consumption with that of other beverages, we see a gradual yet steady increase over the past 15 years versus other alcoholic drinks such as spirits or beer, which have seen a significant drop during the same period. Germany is the world's third biggest wine importer, which is why all important international winemakers want to have a presence in the country.



Categorías: Jean Leon