The Modern Fruit Wine Industry

The market size for fruit wines or “country wines” (meaning: wine other than grape wine) is difficult to determine since the products are not categorized in a separate distinct group.

However, since most fruit wines are sweet, they are usually bundled up in the dessert wine category. As a rule of thumb, the sweet wine market is roughly estimated to be 2% of the total wine market or the equivalent of 450 million litters per year. In the USA, approximately 180 million litters or 7.5% of total import shipment in 2004 were dessert wine.

Who is now drinking fruit wine?

• Young – 80% under 40
• 50% male, 50% female
• College educated
• Not stuck in tradition
• Interested in variety
• Looks for locally crafted products
• Less status oriented

Export Markets

• Export potential – in Asia, a wine is a wine, it doesn’t always matter what fruit it is made from
• Quality fruit wines in India, China, Korea sold in supermarkets, 3-5* hotels and restaurants
• Fruit wine already part of some Asian cultures of China, Japan, Korea and Taiwan
• Asians tend to have a sweeter tooth – attracted to fruit.

Why are they drinking it?

• Refreshing, prefer fresh, fruit forward styles
• Easy to drink, often slightly sweeter
• Pairs well with ethnic and more exotic food
• Short term loyalty to style and brand
• Want increased quality/natural perception
• More health conscious (perception and fact)