INTERVITIS INTERFRUCTA is continuing on its course of internationalisation and will once again become a global industry forum from 24 – 28 March 2010. The wine and fruit trades have already long been a global business. Almost 40 percent of the wine currently produced around the world, all 91.3 million hectolitres of it, travels over country borders to reach its end consumer. That is more than double than what was exported in the 1980s. Front runners in global wine export are still the classic European producers Italy (18.8 million hectolitres), Spain (15.3 million) and France (15.2 million). Competition from the New World is, however, hot on the heels of the current market leaders with Argentina, Australia, Chile, New Zealand, South Africa and the USA currently responsible for 28 percent of the global wine trade.

“Today’s global wine market is still dominated by the large European producing countries”, explains General Secretary Dr. Rudolf Nickenig of the German Winegrowers’ Association (DWV), analysing the figures. “The New World has, however, gained considerable ground in recent times.” During the last 20 years, a growth of 1,400 percent was recorded. Explaining, among other things, how wines from overseas represent ‘only’ around a quarter of the global wine production and yet are responsible for approximately half of the growth in global wine trading since 1987.

There are producing countries around the world, which are to date relatively unknown, on a course of expansion. “Who was aware, for example, that China already has almost half a million hectares of vineyards”, points out Nickenig. “Almost five times as much as Germany.” With an annual growth rate of around 20 percent, the up-and-coming wine country of India has also made a name for itself.  That winegrowing could soon progress to become a future market here can be seen, for example, in the fact that around 60 businesses mainly in the Nashik region of the Indian state of Maharashtra cultivate approximately 3,200 hectares of vines. Large manufacturers such as Grover Vineyards, Sula Vineyards and Chateau Indage are, in the meantime, also known outside of India. And there are new businesses springing up on an almost monthly basis. A driving factor behind this increasing wine consumption is the increasing incomes of an ever larger and young middle-class population.

For the European Union (EU), as the largest wine producer in the world (55 percent market share), a booming export is of major importance. With regard to wine export, among the members of the 27-strong collective, Italy and France are the almost equally leading exporters according to DWV. Spain made considerable progress in recent years with Germany behind Portugal in fifth place. The EU is not only the leading wine exporter but also an important wine importer. In 2007 and 2008, Great Britain, Germany and the Netherlands (in third place) were among the most important and powerful import countries worldwide.

One of the current trends on the EU wine market is explained by DWV General Secretary Nickenig: “The main target markets of the European wine exporters have changed greatly in recent years. Looking at the volume of exports, it is Russia who could become the most important market in the shortest of time, closely followed by the USA in second place.” Russia is also an important growth factor in terms of wine production with great measures taken in recent years to improve the quality of the wines and to increase the acres of vineyards as is the case in almost all of Central and South Eastern Europe. In the south of Russia, in the Kuban region of Krasnodar, as well as Stavropol and Rostov-on-Don, there are today approximately 70,000 hectares of vines. And the Russian government intends to double this amount of land in the next five years.

For the German winegrowers, expectations are cautiously optimistic in view of the global economic crisis. Peter Winter, President of the Association of German Wine Exporters, had the following to say: “While the remaining export economy of 2008 had to accept a weakening in development, we were able, as the eighth largest wine producer in the world today, to once again increase the export value of German wines by 11 percent in the same period.”

Development on the export markets is, however, inconsistent. Any positive contribution made to the clear growth and greater value of white wine exports through the extremely successful export of choice German wines to the USA in previous years has since seen a slow-down due to the crisis in the American economy. Nevertheless, the first signs of recovery can already be seen. In general, there have been major shifts in recent years in the ‘top ten’ lists of target markets for German wine exporters. In addition to the positive American trend, Norway, Sweden, Switzerland and Russia have, above all, increasingly gained in importance. Therefore, according to Winter, it is “important to be involved with more than just the larger markets.” For example, the export expert predicts further growth potential for German winegrowers in Canada and South America. 

It is also for this reason that Messe Stuttgart and the DWV have continued to focus over a number of years on the internationalisation of their flagship INTERVITIS INTERFRUCTA (IVIF). “We have thus proven our global competence and we are present on all continents as a marketing partner for our exhibitors”, explains Messe Stuttgart Managing Director, Ulrich Kromer, regarding the joint global commitment. “In 2004, we launched  INTERVITIS INTERFRUCTA South America in the Chilean city of Talca. Already since 1995, we are joint organisers of the Wine Farmers & Fruit Growers Exhibition in Cape Town in South Africa which appeared for the first time in 2009 as INTERVITIS INTERFRUCTA Southern Africa.” Messe Stuttgart is also a figure in the future market of India: On 4 and 5 November 2009, a specialist congress with an accompanying exhibition will be held in Nashik for the second time under the INTERVITIS India name. Further successful IVIF satellites have also been set up by Messe Stuttgart and DWV in Russia’s Krasnodar (INTERVITIS INTERFRUCTA Russia) and in Vienna (INTERVITIS VIENNA).

The main IVIF event, taking place for the first time at the new Stuttgart Trade Fair Centre beside the airport from 24 – 28 March 2010, is also benefiting from this “trade fair export”. Here, specialist visitors from all over the world can meet with an expected 650 exhibitors from over 30 countries and find out about the latest machines, equipment and services for winegrowers, fruit farmers, distillers and fruit juice manufacturers. The exhibition programme is divided into four areas: Cultivation and Harvesting Technology for Grapes and Fruit, Beverage Technology for Wine, Fruit Juice and Spirits, Bottling and Packaging Technology, as well as Marketing and Organisation. 

Unique opportunities to exchange information with experts from the most important wine and fruit cultivation countries in the world will also be possible during a top-class IVIF framework programme at which the DWV is expecting approximately 1,500 specialists from all continents. From 24 – 27 March, under the patronage of the International Office for Vines and Wine (OIV), the 60th German Viticulture Congress will be taking place. The theme of the congress: “Quality, Sustainability, Market: Driving forces for Innovations.”

At this top event organised by the DWV together with partner organisations from the wine, fruit, fruit juice and spirits industry, renowned scientists and experts from the wine and fruit processing industry will deliver presentations regarding the IVIF themes of Cultivation and Technology, Processing and Process Control, Sealing and Packaging Technology, as well as Marketing and Organisation. All presentations will be interpreted simultaneously into German and English. Further information regarding the exhibition and congress programme can be found at www.intervitis-interfructa.de.

Taking place immediately before IVIF 2010 is ProWein, the International Trade Fair for the Wines and Spirits Business, in Düsseldorf (21 – 23 March) with which IVIF cooperates closely.

Following please find a press release concerning the Intervitis For further inquiries please contact Thomas.brandl@Messe-stuttgart.de or +49 711 18560 2436