Greek wine brands have become very popular in North American markets as the wide range of new flavors have won many awards in international competitions.
Many of the top restaurants in the U.S. offer Greek wines, mainly from Peloponnese and Crete. Recent research demonstrated that wines from Greece were available in 480 restaurants and 520 wine retailers in New York.
Official statistics confirm the increase in volume as well as in the value of the local Greek wine that is being exported to North America. Hellenic Statistical Authority (ELSTAT) data for 2012 showed a 37% increase in the value of Greek wine sold in the U.S. and an 11% increase in volume, compared to 2011. In Canada, the annual increase reached 56% in value and 3% in volume. Data for 2013 are not yet available.
Jim Tsiboukis, vice president of wine importer Esteson Corp in San Jose, California stated: “In our case Greek wine imports have been averaging a 15% growth per year for the last three years. It is very difficult to penetrate the U.S. market, especially California which is a premier wine region producing over 30,000 labels of well-recognized wine varietals. There are over 400,000 wines, domestic and imported, available in the U.S., so any gains in market penetration of Greek wines is a triumph.”
According to Tsiboukis, improving the quality of domestic wine is what is helping it penetrate such tough markets. He attributes his company’s success primarily to the efforts and the passion of Greek wine producers.
The Greek Ministry of Agricultural Development and Food having realized the increase of Greek wine exports, has doubled funding for the promotion of domestic labels in non-European countries.
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