[000:00:00;00] the mankind have been firm and tang grades into wines for thousands of years. ancient culture do use wines as means for communicating with their gods. and even today we can find references to wine as a status symbol. it is often portrayed as the drink of choice for the culture of the educated, the wealthy and sophisticated man. but trends are changing as globalization has brought about a democratize ation of wind. i'm christy ein today. we're going to be exploring the wonderful world of winds from the top producers to the top consumers,

the 4 countries, italy, spain, france, and the us produced more than half the wine in the world. italy produces over 44000000 heck, the leaders of wine a year, followed by spain at 35000000. heck, the leaders, france at $34.00, and the us a $24.00. heck, the leaders and these 4 countries are not surprisingly, also huge. consumers of wine as well, but if we break down consumption by capital, portugal is actually the biggest winner of $51.00 leaders per capita, followed by italy and france. while traditionally, wind has been cultivated in europe, production and consumption has been expanding into the southern hemisphere. south africa is now is that a largest wind producer in the world, and the 6 largest export r a y to lately as 300 year old wind industry is being crushed by rolling blackouts

that are delaying harvesting bottling and labeling. the interrupted power also impacts the watering of the vice with stresses out the plans and reduces the size and number of fruit. this will have a big impact on the producer property ability as harvest will be lower. ones harvested degrades, can become over, right or damaged, if refrigeration or climate control is interrupted, the power cuts can lead to temperature fluctuations. we can switch can adversely affect the fermentation process resulting in all flavor barrels. the south african wine industry, as a result have increased wind prices by 7 percent. this year. the wine industry contributed more than $3100000000.00 to the nation's gross domestic product last year, with exports worth $10000000000.00 round. the 2023 harvest is estimated at $1200000.00 tons, which is 14 percent smaller than last year, is due to

a lack of electricity in intensely irrigated areas. officials are now concerned that irritated wine, great production isn't sustainable. if low chatting gets worse, the u. k continues to be south africa's largest wind export market and bought the wider global trend by increasing their imports for wine by 8 percent last year. despite the higher prices. even though south african wines are mostly consumed locally, there is one winemaker trying to make it a global trend. we are joined by award winning winemaker, carmen stevens from carmen stevens wines to explore some more of the african wine market. and so comments what brought you into the wine business and made you a successful award winning winemaker in south africa? so what got me into wine was reading, reading, reading, novels, reading. so i come from a very poor background with one list of

a part of my humphrey. but i knew about wine because wanted to view the negative impact on our communities. what attracted me to one was, i think of feelings that comes with wine. no, it's everything is green, everything is beautiful. you know, it's amazing people, these amazing food, wine, amazing regions of people that's really is, is i think back now that is probably what she could me because the community, what i grew up in indeed an aspect i liked, i liked what wine they proceeded to to me in those knowns. what does the future hold for a south african wine industry? the future for so that's a good thing in terms of one is, this is quite right to be some of the upcoming in a j

t dynamic new younger generation of one makers coming into into the sector. they kind of a lot fakes. last experiment they tied to showcase what so if he could, can offer we are based on lots of focus on shannon blanca, not to mention them long, great out of south africa and how to improve on what you really have. so i think this new generation of looking and approaching one see different and i think it's going to add basement lead to, i'll say i'll growth in the international market space. and how does the cost of producing wine very across different wind producing regions around the world? it's a very difficult question, will answer to the question, but what i can tell you is that in south africa,

the so many patients that's needed for outlines and i feel this is my personal opinion. you said the world is, was too hot in south africa because we have to have so many patients in place and what that comes out is equal all we in our winemaking, how if people do we treat our workers? what are, what is the working conditions, which is perfect? i want to make it very clear that's of africa has always been on top of its game when it comes to conditions of work and looking at what people gets paid. but i think in every country you did, you'll, you'll, you'll, you'll whine, some of the one people that doesn't conform. it's not just in south africa and gets

south africa is being, you know, almost the focus is more on what is needed in the south african wine industry than what these positive things are going to be through my industry. and that brings us about how difficult is the world when it looks at south africa in terms of pricing or fall wise because we make amazing wines. all one is f o x o let deliberate in terms of quantity. yes, we, i do not see the same reason you coming back to this country because the rest of the world look at us and say, but it's a federal country and we can get away with pain as little as possible for amazing. one. know if you come to me in your ask me how if equal you are things unique to oscar. so how so how difficult is the

buying? because if you can sell a self african product in your for lease money. oh, you buy for least money and get you up with an on your shelf so much. i, a monk, how difficult is that from your site and are you is the, will the part of the problem of south africa with people not being treated fee in terms of a living wage? what is the world role in making that more of an ethical training? what do you call the trading tubs? because if you seem to not just come from out of out of pocket to know that i'll try was of

a thing of fines because it sustained the ability is gone. i don't we keep on producing winds the world one, all winds the consumer want ones, but we're not getting paid for what we deliver. and that for me is the critical point here. and that for me, says we need to speak to the consumer. this, the consumer understand the would difficult and the problem be difficult to books, not just in south africa in argentina, the antennae and all these countries, we wind up being bored at such a lower price points. and so much higher price point in who's making that money, because it's definitely in our case lots of other specific regions known for producing wise more efficiently resulting in lower production costs. so south

africa is one of those countries we labor is to spill the cheap so we have a huge workforce. we have a huge unemployment effect by making, in many cases, seasonal thing. so we, i would say that because in terms of what we can do with our labor force makes up the product. probably a little bit less costly. but that doesn't mean it is the face. you know, the faces in the, at the, we over the level, the t we, we have the ability to, to bring in people of people. they hands sorting off with the sun

that's done by people in the sun. so the fact that we have a workforce that can do that at really what they call a minimum wage makes us one of those countries when it comes to costing puppy, you know, more affordable. now in the past, france and italy, we're known as having the best and most premium wines. is that still the case or is there another country that's giving it a run for its money? i think is the world evolves and it has $1.00 microsoft traveling. and she had a knowledge sharing experience. it's one more the country select south africa is coming to the full i think that's on the quantity perspective. we can compete against anybody. if you choose, obviously these different um,

quality products. but if you put this up in any quality practice against another country like utility, like funds, i think i think the wolf will be shop. that's what we really are producing and how how more affordable the same quality product is from a country that's an advocate comparison to each of the in front. i don't think we have to send back to anybody. i think we make. we are producing amazing wines, and i think retailers of noticing that's nothing. that is what are they such a huge inquiry into something to kind of want what countries are experiencing significant growth in their wine industries and what's contributing to this growth . so i believe that new zealand is really, really booming,

using it's prompting new when it's more often it's using and it's really investing in new wineries. it's also coming in and the small, not small one is a huge establishment. so you know, um and, and the reason for that is because they sold a much, a huge request for new zealand, especially for solving your block in the style of something you've done that they produce that said douglas, cindy, seeing that south africa is fall behind in terms of quality? no, i think it's just a market themselves quite well. and i would say as the top statement is quite extend outstanding. some new plans and because of that investment in, that's the sort of the consumer for that product. they have the ability to grow, they have the ability to invest, launch new lines in, okay, so you must pull it up because we don't get,

we know what people are willing to pay for our product doesn't make us really sustainable. thank you so much, carmen, but please stick around. winemaker, carmen stevens will stay with us right after the break. and when we come back in recent years, wine has captured the pallets of age and consumers worldwide. don't go away. the . the russian states never d as tight as one of the most sense community best. most all sense and up to 5 must be the one else calls question about this,

even though we will then in the european union, the kremlin mission, the state on russia to day and split the r t smith. net keeping our video agency roughly all the band on youtube tv services. what question did you say a request, which is the christmas time i have to trust me? would you law roughly get really ship at the bottom of that because of energy slipping the ship, that british this problem? definitely because we are directly available for goods. the very long trees mostly appreciate which i'm sure it will be will be, will do. i'm going to show you is

a corner or a new phone one let somebody know is really irritable. it's a little pissing you wish these of twenties, which one us through a model for 20 years to for tools up and now for the customer. now we're sure we should, if we need the table, the senior she's home in the financial us through that a lot for the gas flow and she may need a pretty good you know, look forward to talking to you all that technology should work for people a robot must obey the orders given it by human beings, except we're so charters at conflict with the 1st law shows alignment of the patient. we should be very careful about visual intelligence. and the point

obviously is to place a trust. i rather than see it the area, i mean with the artificial intelligence, we have so many with him in the a robot most protects his phone. existence was on the now can you use visa? typically from here to nancy. kim's in the book is that the national should see where it gets to the young showcase in genes. nathaniel. so he's going to the boys at the boys.

the, the most name that will be for them imagery of assess florida doesn't want that extra them put a note of under that while wine is ubiquitous in the western world, there are many asian lines. but there is a very good reason for that. most asian countries are closer to the equator where they experience more tropical climates with plenty of rainfall. this is not conducive to the production of grapes. also, many countries have extreme changes in temperature and climates with monsoons and

tie foods. so because of this, wine is predominantly a western or european alcoholic beverage. but in recent years of globalization, wind has begun to capture the interest of the growing middle class. china has quickly become one of the largest consumers of mine and in recent years have also started to produce wine as well. and this is not an easy feat as the vines must be buried through the winter in order to stay alive during the extremely cold and dry winter's. china is rags. 9th, in terms of wine consumption by country and 40 years, it's turned to australian wind quickly becoming its biggest buyer and importing 40 percent of australian's total wine exports. but in 2020, after the australian prime minister at the time called for an investigation into cove its origin, beijing became furious at them for playing political games, meant to assign blame and response. china impose

a punitive tariff on 116-2218 percent on australian wine. and the country's biggest overseas market vanished almost immediately. sales to china plummet is 97 percent that 1st year. australian, great growers are still suffering today as a result. as this year there is even less demand for red wine. farmers are facing a choice between selling grapes, a huge loss or keeping costs to a minimum and not even harvesting. and while many are focusing on the markets in the us tile and singapore and malaysia, none of them are big enough to fill the gap left by china. there's still about a 25 percent surplus of national wind gray prop with no obvious destination. china has instead turned to south african and the u. s. wines to phil is demand.

meanwhile, japan is leading asians nation in wine in ports in 2022. when it saw a 31 percent increase in the value of imported wine and 8.9 percent rise in volume . the japan wine market is projected to exhibit a growth rate of 6.3 percent to 2028 as a changing consumer preferences. horrible western beverages and rising wind tours and drives the market. japanese consumers have been shifting away from traditional alcoholic beverages like soc am beer. and instead of bracing wine, especially among the younger generation who are more health conscious. friends in chalet and wine are the largest share of japanese imports of wine at 29 and 26 percent, respectively for this and more or less bringing again award winning winemaker, carmen stevens from carmen stevens wines. so how do market demands and consumer preferences influence the growth trajectory of different wind producing countries? it speaks to new zealand. it's based on the mon for the product that speaks to the

growth the consumer. once it's given we in the world people one store. so looking for new zealand, the, the new zealand style of some of your long coming out of the country. and that's makes more and more people wanted to begin basement for them. be approved for the. absolutely. and what are some of the challenges faced by wine makers in different regions that impact their production costs? so i think different kinds of different challenges. in our case, we had a challenge with water not so long ago. you know, resources in terms of 40 electricity for other countries, it might be that they have a bad yeah. and they have to mitigate that. but i do believe that things balance themselves out of it again, coming back to something i think i'll biggest challenge is probably we we,

we have to buckle supplies and see if we want to bring in bottles. it's actually extra cost. you know, so i'll challenge is how to get how product to the marketing, the most efficient cost efficient way. and because if you take, if you take a shipment funds on africa to europe, it takes about 6 weeks. that these are the challenge we as in your, you know, and fantastic trying to treat them as a safety. and that is in place. makes the, the flow of getting the product to the market so much easier and much more cost cost effective for them. how do foreign investors influence the wind production or the industry? so these, these being in flux, but the stevie cro o city interest of foreign investors into south africa into the

windings because you get really amazing, amazing deal was in south africa. and if you can be 8 to what it would cost you to have that phone. so anywhere else in the world, it's like a small section of the price people pay your. so as i seem to notice in the face of the seeing the potential in south africa, they see that if it's mean it's like us of the 2nd prize and we have different leasing the more investment, specifically in south african agriculture land for wine. it's good for us. i think i think it's fantastic that the world is really looking into some africa for that, you know, for the future for, for growth in this,

in the south african wine industry. so and i, i hope that this that would open more markets for some freaking wines, because lots of people that's using these things already has access to walk. and if they can take the south african products out, it's a move mancha to give it to move, presence fantastic for us and carmen. how has the rise of e commerce platforms impacted wine, sales and distribution? absolutely, and i think the basics on some of that is doing cove, you know, suddenly and if you know, but if you could for, for quite some time we were talking loud. so ones so the response will close in. so what happened was that the wine res, via nice, we need to put something else in motion. yeah. and a lot of them launch that phones online platforms and sold the one online that was

to be delivered. often the restrictions was lifted, so the online text forms as really boomed. and it also, it shows the winds that was probably not so up to date with the new technology in terms of the intimate how to promote themselves and the but much more fig deflate. it's a cheaper way that we're using social media to also help that on. and suddenly more and more people on using um, social media and the e commerce platforms and they are seeing really most of the trust them, which is fantastic. thank you so much, carmen for all your time today. globally, wine is a category that is in slow decline, with fewer and fewer people drinking less wine every year. well,

economic uncertainties are leading wind consumers to come back on discretionary spending. it seems that premium wines are still performing significantly better than their lower price counterparts. one of the biggest global trends in the drink sector is moderation moderation rates are the highest among the younger wine consumers with the age group below 34, significantly more likely to reduce alcohol consumption in some way. however, low alcohol whine and sparkling winds our growth markets in areas like the us, germany, japan, and the u. k. so it seems like the wine industry will have to pivot in order to accommodate the tastes of the younger generation in order to avoid being the biggest loser. i'm christy. i. thanks for watching and we'll see you right back here next time on the cost of everything.

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