Historically turned towards the United Kingdom, and this for centuries, the wines of Chablis continue to seduce on the other side of the Atlantic. This is evidenced by the new milestone reached in 2021. The United States is now the leading market for Chablis and Petit Chablis AOC wines in value, at 29.6 million euros. That is an increase of 43% compared to 2020 and 51% compared to the average for the years 2016 to 2020. This is therefore a little more than the 29 million euros made in 2021 for the English market.
After a “difficult” start to the year, recall the services of the Burgundy Wines Interprofessional Office, 2021 has taken a completely different turn. Newly elected head of the country, Joe Biden indeed accepted, in June 2021, to suspend for five years the surcharge on the import of French wines destined for the United States.
. This conflict had a strong impact on the export of Burgundy wines to the United States.
3 million bottles
“From a first announcement in March 2021, the response from the American markets was immediate, and exports of French AOC wines quickly returned to growth”, assures the BIVB. In particular, allowing the entire regional vineyard to exceed one billion euros in turnover for the third consecutive year.
And the situation continued in the following months. Thus the market for Chablis and petit Chablis wines (83% of the volume of Chablis wines exported) ended 2021 with an increase in these sales of 48% in volume, compared to the average for the years 2016 to 2020, i.e. 2.6 million bottles. As for the more prestigious appellations, the Premiers and Grands Crus, the increase is also significant in value: +12% compared to the 2016-2020 average (+60% compared to 2020). But the volume is down slightly by 2%.
A “boom” in the consumption of Burgundy wines at the start of 2021
All appellations combined, Chablis wines generated 29.6 million euros in 2021 for 3.1 million bottles in the United States.
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The declines seen in 2021 are certainly the cumulative effects of Brexit, Covid-19 and the arrival of a small harvest.
Conversely, the English market is experiencing difficulties. The United Kingdom retains its first place in terms of volume, with its 3.4 million bottles exported. But it is 33% less compared to 2020. “The drops observed in 2021 are certainly the cumulative effects of Brexit, Covid-19 and the arrival of a small harvest, explains the Interprofession. desire of Chablis wines to access higher-end markets in this country”. Moreover, the Premiers and Grands Crus are up 51% in volume and 30% in value, compared to 2020. But the latter only represent 25% of volumes for the moment.
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Behind these two flagship countries, the Chablis wine market recorded a new sales record with Japan. This third market represents 19.8 million euros (2.37 million bottles). Canada, the 4th market, exceeded the two million bottle mark (2.05), an increase over one year of 19%, for 15.3 million euros in turnover. “The Canadian market has continued to develop for Chablis wines for 10 years”, confirms the BIVB. Finally, Chablis wines set a new record in Sweden. The 5th market is up 3.2% compared to the average of the last five years, at 1.752 million bottles and 11 million euros.
Faced with these successes and records, the main challenge for Chablis wines will however be to maintain these market shares with the low harvest of 2021. This vintage is in fact 29% lower on average in Chablis compared to the average for last five vintages.
Implemented in October 2019, this tax was the result of a conflict between the American Boeing and the European Airbus. Until March 2021, non-sparkling French wines with less than 14° alcohol were thus taxed at 25%.
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