硅谷银行（SVB）：2023年美国葡萄酒行业状况报告（英文版）（102页）.pdf

1、State of the US Wine Industry 2023Written by Rob McMillan,EVP and Founder,Silicon Valley Bank Wine DivisionTable of ContentsSTATE OF THE US WINE INDUSTRY 202301 Introduction 0302 2022 predictions in review 0803 2023 US wine business predictions and observations 1104 The consumer and demand 1405 Adve

2、rtising and promotion 3006 The Winery Sentiment Index 4207 Sales trends 4508 Cumulative negative health messaging 7209 Have we ever raised bottle prices?7710 Premium winery financial performance 8211 Grape and wine supply 8812 Final thoughts 9413 Endnotes 973SVB ESG REPORT01STATE OF THE US WINE INDU

3、STRY 2023IntroductionWe are an industry made up of people who inhale good news.Our penchant for the positive is rooted in our typically pragmatic farming community and propagated by winemakers who see every vintage as the best of the decade and each glass a gift from the gods.DEI AT SVBABOUT SVBESG

4、GOALSTALENTECONOMIC IMPACTCITIZENSHIPCLIMATE AND ENVIRONMENTGOVERNANCEINTRODUCTION020509030610120408071113STATE OF THE US WINE INDUSTRY 20234INTRODUCTION020509030610120408071113Its why bringing forth critical findings in this report can be challenging for me at times.Who in this cheery business want

5、s to read about industry problems?On the other hand,who would read a report that said,“Everything is fine.Nothing to see here.”?You can just imagine the feedback I received in 2018 when I opened that report with these thoughts:Today,consumers are leaving the lower price segments in favor of better-q

6、uality offerings,but after more than 20 years of straight-line upward growth trends,total volume growth is leveling out.Premiumization is still the dominant trend,so volume drops in lower-priced generics are part of the explanation for flattening volume;but in a more recent development,even premium