australia’s wine industry the future · pdf file · 2015-07-30-aud impact on...
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Australia’s Wine Industry The Future Outlook
Stuart McNab
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Setting the Scene
- Global Supply Demand update
- AUD is on the move
- AUD impact on Australian wine
- Segmenting the Wine Market
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Source: Zadar Estimates, Note * Consumption figures include c.333m 9L cases of wine used in the production of fortifieds & industrial applications, Source:International Organisation of Vine & Wine (OIV)
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2,000
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4,500
1979 1984 1989 1994 1999 2004 2009 2014E
Global Wine Supply and Demand (1979 - 2014)
Area Under Vine (mHa)
Wine Production (m 9L case)
Wine Consumption (m 9L case)
m 9L Cases mHa
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AUD$... starting to get back to long term average
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AUD$ Exchange rate starting to soften – a double impact
Note: * Based on the assumption of a typical $30 COGS Source: Bloomberg, Industry sources
$22.5Now
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Segmenting the Global Wine Market Category Supply Characteristics Australia’s
Position
Commodity Low/below cost of production, due to a regional oversupply or currency fluctuation.
Weak
Commercial Quality commercial varietal winesTypically yields 15-30T/Ha
Strong
Premium Quality regional varietal wines Mild-cooler climate, 8-15T/ha
Strong
Luxury High quality varietal winesOptimal Clonal material/SiteMild to Cooler Climate 3-10T/Ha
Strong
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Chardonnay Bulk Pricing
USD
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Generic White Pricing
USD
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Our Competitive Strengths• Australia’s quality credentials• Clonal material• Regionality - our balanced approach• Climate change – geographic flexibility• Water availability• Cost competitiveness
Cost of production Relative cost of land
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Quality Credentials
• Australia’s commercial wines are very competitive
• Our luxury wines have a track record for matching it with the world’s best
Clare Valley, SA
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2013 Decanter World Wine Awards• Australian wines scoop six International
Trophies at 2013 Decanter World Wine Awards
• Australian wines won more trophies than any other country
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Decanter: 100 Wines To Try Before You Die
Four Australian wines:
• 1962 Penfolds Bin 60A
• 1998 Henschke Hill of Grace
• 1959 Lindeman's Bin, Hunter Valley
• 1982 Seppelts Riesling, Eden Valley
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Wine Spectator Insider
AT UP TO 100 POINTS, AUSTRALIAN ALL-STARS KNOCK IT OUT of the park in this week’s Wine Spectator Insider.
Penfolds has seven releases here, led by the legendary Grange Shiraz and the Bin 707 Cabernet, and Torbreck in at six, with the latest RunRig Shiraz in the mix. Leeuwin excels with Chardonnay, and there’s an appearance for Two Hands as well.
– Vol. 9, No. 24 / June 12, 2013
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Australia’s multi-regional brands
• Large volumes• Consistent quality across vintages• Quality, volume and cost maintained regardless of weather
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Our clonal material has a strong pedigree
1820s•Busby and Macarthur introduce European planting material to Australia
1850s•Specimens of American vines imported into Europe
1860s•Phylloxera spreads throughout Europe
•Discovered in Australia in 1877
Today•Australia remains relatively phylloxera free
•Our clonal material has a strong pedigree
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Phylloxera distribution
Source: Grape phylloxera, Exotic threat to Western Australia, Botha J, Hardie D, Power G, reviewed October 2006
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Phylloxera spread rapidly in Europe
France - 1865 France - 1890
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Phylloxera spread in Australia is contained
Phylloxera spread in Australia is limited
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Australian heritage vineyards
1893Brands Laira vineyard -the oldest remaining single Shiraz block in Coonawarra
1885Penfolds Block 42 Cabernet Sauvignon vines are thought to be the oldest continuously producing Cabernet Sauvignon vines in the world
1843Langmeil Freedom Shiraz vineyard in Barossa Valley
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Regionality
• Our balanced approach
Coonawarra, SA
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Regional / Single vineyard brands
• True expressions of their region, tied to the history & regional “terroir”• Moderate volume, higher risk, more vintage variation
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Premium brands with unique regional applications
• Reputation for high quality and consistency
• Larger volumes of higher quality wines
• Consistency of style & quality
• Not restricted to specific regions
• Some key wines within ranges are appellated to a region or even single vineyard
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Climate Change
• A global phenomenon….. not unique to Australia
Barossa Valley, SA
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The global picture
Source: Climate Change Impacts on Terroir, Jones (2008) Growing season average temperature 12-220C
World Viticulture Zones
1950 – 1999 Isotherms shift towards the poles ~80 – 240km
2000 – 2049 Isotherms shift towards the poles ~160 – 300 km
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New premium regions emerging
Limestone Coast
Central-Southern Victoria
Tasmania1994 – 280 Ha2015 ≈ 1700 Ha
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Water – strength or weakness?
• 2000’s “Millennium Drought” one of the worst in Australia since the 1900’s “Federation Drought”
• Water availability was 32% (S.A.)• Grape prices and water prices reacted• Despite drought, the 2008 Australian
wine crush was 1.8M Tonnes
• Why……Vineyard owners purchased temporary water
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Water flows to the most profitable crop
Agribusiness Water Usage Gross Value $/ML
Horticulture/Wine 11% $6342
Cropping 31% $816
Grazing 58% $902
• Grape production in Australia delivers one of the highest $ returns for the water used, in the Murray Darling Basin
Source: ABS 2004
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Other Countries have challenges…
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Is Australia cost competitive?• Can Australia compete with other wine grape producing countries?
Langhorne Creek, SA
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Source: Zadar Estimates, Rabobank, Ciatti Compnay, Industry sources, 2011
4.903.80
7.30
4.706.55
1.40
0.00
2.00
4.00
6.00
8.00
Chile Australia* US South Africa Argentina
Cost of bulk wine imported into China (2011)
* Australia wine includes CNY 1.4 in import tariffs. These import tariffs are no longer applicable due to the Free Trade Agreement between China and Australia
CNY/Litre
0.740.66 0.7 0.61
0.97
0
0.2
0.4
0.6
0.8
1
Chile Australia US South Africa Argentina
Cost of bulk wine imported into the US (2011)USD/Litre
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Production costs – Luxury wines
Source: Industry sources
Typical Cost $ per Ha
(AUD)
$0
$5,000
$10,000
$15,000
$20,000
AUSTRALIA NEW ZEALAND UNITED STATES
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Indicative luxury vineyard costs
Sources: 2011 Knight Frank Wealth Report, Nielsen Financial Services, industry sources
(AUD) Australia Australia US France
Icon Luxury Napa Bordeaux
Cost per planted hectare (A$) 75,000 59,000 296,000 642,000
Volumes
Hectares acquired per A$100m 1,333 1,695 338 156
Typical tonnes per hectare 3 6 6 1
2015 Update 75,000 60,000 500,000+ 750,000+
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Summary• Australia is well-placed to supply wine to meet
increasing global demand
• Established quality credentials
• Land and growing costs are competitive
• Water & new regions offer expansion and flexibility
• AUD$ is trending down to more ‘normal’ levels
• Australia needs to target Commercial, Premium & Luxury Wines and not the surplus or “commodity” Wine