UK AWARENESS OF CALIFORNIA ITS BIGGEST BANE?

While California and its many wine regions are quite familiar to people in the U.S., it may be a bit of an anomaly across the Atlantic. Many UK consumers may not be aware they are drinking California wine, which could pose a serious problem for California’s future unless they establish a stronger identity. Overall, California wines hold 16% of the UK market and are expected to reach 20% by 2008, despite a lack of brand awareness. The US is also expected to exceed France as the number one wine importer to the UK by 2007.

Surprisingly, California’s dry rosé exports are at an all time high said the Wine Institute, up 100% in the UK over the past two years. According to wineandvines.com, the dry and varietal rosé markets are virtually untapped by the New World and a great opportunity for California exporters.