Wine BHM

Wine and spirits exporter

Everything you need to know about wine and spirits exporters

What is a wine and spirits exporter?

A wine and spirits exporter is a commercial operator specialising in the sale and shipment of wines, champagnes, spirits and alcoholic beverages to foreign markets. They are the counterpart of the importer: where the importer brings foreign products into their national market, the exporter sends local products to other countries. They may work on behalf of one or more producers, or on their own account by purchasing wines to resell abroad.

The exporter masters both international market knowledge, the customs regulations of many countries, international logistics and the commercial techniques specific to each culture. It is a profession that demands great versatility, an excellent command of languages and an ability to build relationships of trust with partners worldwide.

History

Wine exportation is intimately linked to the history of world trade. From Antiquity, Greek and Roman wines travelled throughout the Mediterranean in amphoras. In the Middle Ages, wines from Bordeaux, Burgundy and the Rhine were the subject of structured international trade, particularly towards England, Flanders and the Germanic Hanseatic League.

It was in the 19th century that the great export houses were established, particularly in Bordeaux with the brokers and négociants who bought wines from the châteaux to export them to England, Belgium, the Netherlands and America. The creation of the Chartrons district of Bordeaux, the historic trading quarter, symbolises this structuring of the export trade.

In the 20th century, the globalisation of the wine market profoundly transformed the profession. The rise of American, Japanese and then Chinese and Asian markets created considerable new outlets. Today, over 45% of the world's wine production is exported, compared to less than 10% in the 1960s.

The profession day to day

The exporter spends a large part of their time prospecting and developing new markets. This involves regular travel, participation in international trade fairs (Vinexpo, ProWein, London Wine Fair), and constant monitoring of consumption trends and commercial opportunities in each target country.

Export formalities management is a technical but unavoidable part of the profession: customs documents, certificates of origin, analysis certificates, labelling compliant with local regulations, incoterms management and transport insurance. Each country has its own requirements which can change rapidly.

The relationship with local partners (importers, distributors, agents) is at the heart of export success. The exporter must choose their partners carefully, train them on their products, motivate them and support them in their local commercial activities. A relationship of trust and long-term commitment is the best guarantee of success on foreign markets.

Wine exports in figures

According to data from the OIV and FranceAgriMer:

36 billion euros in total global wine export value — OIV, 2022

France is the world's leading exporter by value at 12.3 billion euros — FranceAgriMer, 2022

Italy is the world's leading exporter by volume — OIV, 2022

Spain is the second largest exporter by volume at 21.5 million hectolitres — OIV, 2022

The USA, Chile and Australia complete the global top 5 of exporters — OIV, 2022

The different exporter profiles

Producer-exporter — estate or château that exports its production directly without intermediary

Négociant-exporter — buys wines from several producers to resell for export under their own or the producer's label

Export agent — works on commission on behalf of producers, without purchasing the goods

Exporting cooperative — collective structure that pools exports for its winegrower members

Salaried export manager — export director or zone manager integrated within a producer or trading house

Pooled export office — several small producers share a single export service to reduce costs

E-commerce exporter — direct B2C international sales via their own or third-party digital platform

Trading company — company specialising in buying and reselling large volumes on international spot markets

Contemporary challenges

Wine and spirits exporters face increasingly complex markets. Regulations on labelling, alcohol and customs vary considerably from country to country and change frequently. Regulatory monitoring has become a strategic issue in its own right, particularly in markets such as China, India or the Gulf countries.

The rise of Asian markets represents both the major opportunity and challenge of the decade. China, after several years of slowdown linked to anti-corruption restrictions and trade tensions, is showing signs of recovery. India, with its rapidly growing middle class and tariffs currently being reduced, is the new Eldorado for premium wine exporters.

Finally, sustainability and traceability are becoming decisive selling points in many markets. Foreign buyers, particularly in the Nordic countries, Germany and Japan, are increasingly demanding proof of sustainable practices, organic or biodynamic certifications, and a low-carbon logistics chain.