International Marketing

Since 1985, Wine Institute has actively supported California wineries through leadership in international trade policy and export sales development in wine markets around the world. The International Marketing team, based in San Francisco, runs Wine Institute’s Export Program for California wineries and supports sales of California wines globally with an annual program of marketing and sales promotion activities.

Guided by a committee of participating wineries, Wine Institute’s export programs are designed to introduce international wine trade and media to California wine and educate them on the quality, character, and range of wines produced in California’s diverse wine regions. Data and analysis of foreign markets, along with information on how to gain market entry is also provided to assist wineries new to the export scene. Wine Institute representatives abroad provide in-market support and strategies to wineries exporting to Canada, Mexico, the United Kingdom, Ireland, Continental Europe, Sweden, Finland, Norway, Denmark, Germany, Poland, Russia, Japan, China, Hong Kong, South Korea, Taiwan, Singapore, the Philippines and Vietnam.

About California Wine Export Program

Wine Institute serves as the administrator of the Market Access Program, a cost-share export promotion program managed by the USDA’s Foreign Agricultural Service. Wine Institute’s Export Program supports California Wines worldwide with a consumer website discovercaliforniawines.com in nine languages, social media campaigns in 18 countries, educational tools and videos, and a strong partnership with Visit California to increase tourism to California wine regions. Wine Institute organizes California’s participation in international trade shows and trade missions, offers master classes and seminars as well as tastings for trade, media and consumers worldwide. In 2021 the California Wine Export Program will continue to offer an integrated strategy of both virtual and in-market programs designed to support member export sales efforts, following up on the virtual events the program executed in 2020. In 2019, the program hosted over 120 international media and wine buyers from 20 countries for California wine country visits and educational seminars, including an exclusive tour for 50 Masters of Wine.

California wine exports have grown nearly 60 percent by value in the past decade to $1.46 billion in winery revenues in 2018. Wine Institute’s California Wine Export Program includes more than 170 wineries that export to 142 countries. Thirteen global representative offices conduct marketing and promotional programs in 25 countries across the globe.

Visit calwinexport.com to learn more

CONTACT

For information on Wine Institute’s International Marketing programs and strategies:

For questions on how this program can benefit your export goals: