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Cehia

2010 After the Czech Republics accession to the European Union, the Czechs gained the right to profit from the advantages of an open, common market. Thanks to this wine imports from abroad have increased significantly in the last few years. Now more than half of wine sales come from abroad. U.S. wine has become quite popular in the Czech Republic mostly due to the different taste comparing to European wines. U.S. wine exporters face competition in the Czech Republic; Argentina, Chile and Australia offer less expensive wines and so they have been promoted and presently are in demand. However, the Wine Association of the Czech Republic expects continuing growth in wine consumption in the next few years. The demand for high quality wines by Czech consumers has increased, thus the retailers, restaurants and hotels must respond to this new trend. Currently in the Czech Republic especially in Prague, there are many new hotels and franchise restaurants. Because of high competition, these new companies are offering new and high quality wines in order to attract their their customers. Thanks to this, the Californian wines might have high potential in the upcoming years. Consumption: Wine consumption in the Czech Republic is on an increasing trend. According to research from the Mendel University in Brno, consumption has been increasing every year by 9 to 10 percent. In comparison with previous years where consumption was around 17-18 liters per capita, in (CY) 2009 the average consumption of wine reached almost 20 liters per capita, according to the Winemakers Associations of the Czech Republic. Nevertheless, this number is still very low compared to the level of consumption in other European countries such as France and Italy where the per capita consumption is more than 100 liters per year. Of course one factor in traditionally low wine consumption is that the

beer in the Czech Republic is so fantastic, but local tastes are changing towards wine and those tastes are for imported varietals. The consumption of wine was also influenced by the economic crisis in 2008 and 2009. It was estimated that the sale of wines decreased in amount in (CY) 2009. The Czech winemakers experienced a drop in sales, especially in middle and higher price category of wines, due to the crisis. Consumers preferred cheaper wines. The decrease in sales is mostly seen in the hotels and restaurants. Some winemakers reported that the sales to the restaurants dropped by 30-50 percent. According to statistical research, Czech consumption of white wine has increased and forms almost 60 percent of the total wine consumption. Czech Republic has been traditionally viewed as a country with high consumption of beer. According to estimates, beer faced only a small drop in sales. However, the new developing trend related to health and wellness is becoming more cultured and consumers believe that drinking wine is wealthier compared to beer. This will be reflected in the fact that value of wine sales is expected to increase due to shift to more premium products in next years. Trade: After the accession of the Czech Republic to the European Union in 2004, the conditions for import and export have significantly changed. Currently, the Czech wine market is experiencing an increase not only in imports and exports but also in the consumption. It was calculated that since 2005 the average wine export increased by almost 15 percent. In the last few years the wine import on average increased by 68,000 hectoliters, and the export increased by 37,000 hectoliters as well as the consumption. 2011
TRENDS

The health and wellness trend supported the increasing consumption of wine in 2010, with many consumers viewing still light grape wine as healthier than beer or spirits. This trend was strongest amongst women, although male consumers also

showed more interest in wine towards the end of the review period. Wine is notably believed to help health problems such as blood pressure. In addition, wine was increasingly viewed as a lifestyle choice, being seen as a more sophisticated drink than beer. There was a widening variety of wine available from off-trade outlets towards the end of the review period, covering all price and quality levels. This enabled consumers to choose from a wider range of wine according to their taste preferences and income levels. COMPETITIVE LANDSCAPE Bohemia Sekt is the clear leader in wine, accounting for 23% total volume share in 2010. The company benefits from its traditional reputation for sparkling wine, with the company thus dominating other sparkling wine in the year with 73% total volume share. The company expanded its range of still light grape wine during the review period with a focus on quality wine, however, and thus also saw strong growth in this area. Bohemia Sekt is also the leading player in fortified wine and vermouth. The company maintained a fairly steady share in 2010 over the previous year, although it saw slight total volume share erosion in still light grape wine due to stronger competition from imported products and private label.

PROSPECTS According to official statistics, the Winegrowers Fund and other specialist sources, wine production in the Czech Republic is expected to grow during the forecast period. While the country is not permitted to increase acreage for vineyards, under the terms of its EU agreement, undeveloped acreage is likely to be used for wine production. The country is keen to emphasise the high quality of its domestic production, with the VOC Znojmo appellation likely to be strongly promoted during the forecast period and to be joined by other regional appellations. The leading players are meanwhile expected to focus on ongoing quality improvements, the modernisation of production facilities and strong promotion for Czech wine. These trends will not only boost export sales of Czech wine during the forecast period but will also result in growing domestic interest.

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Introduction:

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Demand for wine has been increasing through the years in Czech Republic. The wine market growth in the country gives consumers satisfaction. Consumers are satisfied because they have much more wine supply available and the quality of wine is better at lower prices (http://www.journals.uzpi.cz/uniqueFiles/00244.pdf). In addition, it has been reported that consumers like the taste of wine better than before which also raises demand for wine. In fact

Czech Republic is known for their wine festivals which take place every year around harvest time in September. The wine festivals are a great way for people to taste samples of local wines and dance, listen to music and enjoy themselves (http://en.wikipedia.org/wiki/Czech_wine).

Influences:

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Czechs are known to be beer lovers and very high in beer consumption. However in the recent years it has been reported that they have increasingly began to consume more wine then before. And the studies found that there were several influences why people living in Czech Republic drink wine more frequently. The most frequent answers were that they liked wine more, wine was of higher quality than before, wine-offer was better, health reasons, prestige reasons and the price was quite acceptable (http://www.cazv.cz/attachments/6-Chladkova.pdf).

Wine Consumption:

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Wine consumption in Czech Republic has been increasing though the years more than ever in the past. In 2006 more than 17 l/y/person were consumed compared to 5-6 l/y/person about fifty years ago. There were also studies on the habits and behaviors of consumers in the wine market in Czech Republic conducted with about 1000 respondents from across the country. The study found that 11.3% of respondents drink wine several times a week, 29.8% drinks wine at least once a week and 23.2 % drink wines several times a month. Only 2.7% do not drink wine at all and 30.3 % drink wine more often than before (http://www.cababstractsplus.org/abstracts/Abstract.aspx?AcNo=20043150318).

Wine and Businesses:

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Czech Republic makes high profits from its wine industry. In fact it has been reported that sales have been increasing the last couple of years. Czech Republics largest wine producer (Bohemia Sekt) sold nearly 11.5 bottles of sparkling wine in 2007, which is more than 10% year on year and the most since 1999. In total they sold 28 mil bottles of sparkling wines, wines and spirits in total in 2007. And profits in 2007 were higher than 2006. The Czech Republic had also seen profits from wine exports. In 2008 Bohemia Sekt entered the market with its alcohol-free sparkling wine. Even though they mainly concentrate on the inland market they have increased their exports. They have exported 1 million bottle of sparkling wine and wine to 17 countries in 2008.Recently, there has also been demand for wine exports to China. Ceske Vinarstri Chramce another wine producing company in Czech Republic has started to export wine to China due to increasing demands. The same company also export wine to Ireland as well.

Festivaluri vin in Cehia:


March 2-4, 2011 VINEX Brno Exhibition Centre, Brno, Czech Republic 16th International Wine Fair (annual).

Serbia
TRENDS The Serbian government recognised the potential of the wine industry (although many say too late) and after it had passed the Law on Wine in 2009, in 2010 bylaws were passed which enable implementation of law in practice. Serbia has favourable conditions for growing grapes and producing high-quality wines. This law allows production according to harmonised European standards and thus better access for domestic producers to the European market.

COMPETITIVE LANDSCAPE

The largest domestic producers are Rubin ad, Navip ad and Vino upa ad.

PROSPECTS Together with growth of per capita consumption, the key forecast trends will be the growth of small private producers and successive growth of sales of high-quality wines.

The expansive growth of supermarket/hypermarket chains is conditioning the decrease in the shares of convenience stores and small independent grocers. Supermarkets/hypermarkets usually have a wide offering, lower prices and many direct promotions. The growth of sales of alcoholic drinks through these large retailing formats is not an exception from the performance of any other grocery category in Serbia. The entry of foreign supermarket chains will strengthen this trend even more.