Look out 2012, America’s Drunkenly Stumbling Your Way
posted on 9 March 2009 by jeffA report commissioned by Vinexpo’s ruling body has suggested that by the year 2012, the United States will have surpassed Italy in wine consumption by volume, making it the world’s leader.1 Additionally, China and Russia, a couple of wine noobs, will soon overtake the venerable wine-drinking nation of Spain. This development is not unexpected. All three of these nations have been steadily climbing the ladder of wine consumption for some time. Assuming these numbers hold true, Russia alone will have doubled its level of consumption from as little as four years ago.2 The overall effect of this news reminds me of the improbable rise of the Tampa Bay Rays to baseball’s biggest stage this last summer: it’s as though the residents of the kid’s table have finally decided to join their elders for dinner.
The study, which is done annually by the French convention giant, also predicted that wine consumption and sales will be protected, in large part, from the effects of the global economic downturn of the last twelve months. Apparently, not having enough money in one’s pocket is not a compelling enough reason to quit drinking. The resultant three year forecast then, is this; wine consumption will continue to flourish as it always has, but the people consuming said wine are going to look more radically different than ever. This is bound to have a profound effect on wine production, but that is a topic I’ll take up at a later date.
And so I invite you to raise your glasses, America, (or your Carlo Rossi filled Solo cups, Allston). You’re well on your way to world wine domination. Take care that you keep your eyes on the prize; the italians are not going to go quietly. I did my part by drinking a bottle while writing this, but did you do yours?
J.
________________________ 1. http://www.vinexpo.com/en/etudes 2. http://www.wineinstitute.org/files/WorldWine%20ConsumptionbyVolume.pdfTags: America, American wine, Italian wine, Italy
Category: The Wine Blog | Comments (0)
