{"page":"\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/resources-572d6a42.css\" /\u003e\n\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/lp_boclips_stylesheets-f4d0de30.css\" media=\"all\" /\u003e\n\u003cdiv data-title='European taste for California wines helps boost sales.' data-url='/boclips/videos/5c54c0f1d8eafeecae14e8ee' data-video-url='/boclips/videos/5c54c0f1d8eafeecae14e8ee' id='bo_player_modal'\u003e\n\u003cdiv class='boclips-resource-page modal-dialog panel-container'\u003e\n\u003cdiv class='react-notifications-root'\u003e\u003c/div\u003e\n\u003cdiv class='rp-header'\u003e\n\u003cdiv class='rp-type'\u003e\n\u003ci aria-hidden='true' class='fai fa-regular fa-circle-play'\u003e\u003c/i\u003e\nVideo\n\u003c/div\u003e\n\u003ch1 class='rp-title' id='video-title'\u003e\nEuropean taste for California wines helps boost sales.\n\u003c/h1\u003e\n\u003cdiv class='rp-actions'\u003e\n\u003cdiv class='mr-1'\u003e\n\u003ca class=\"btn btn-success\" data-posthog-event=\"Signup: LP Signup Activity\" data-posthog-location=\"body_link_boclips\" data-remote=\"true\" href=\"/subscription/new\"\u003e\u003cspan\u003e\u003cspan\u003eGet Free Access\u003c/span\u003e\u003cspan class=\"\"\u003e for 10 Days\u003c/span\u003e\u003cspan\u003e!\u003c/span\u003e\u003c/span\u003e\u003c/a\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-body'\u003e\n\u003cdiv class='rp-info'\u003e\n\u003cdiv aria-label='Hide resource details' class='rp-hide-info' role='button' tabindex='0'\u003e\u0026times;\u003c/div\u003e\n\u003ci aria-label='Expand resource details' class='rp-expand-info fai fa-solid fa-up-right-and-down-left-from-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003ci aria-label='Compress resource details' class='rp-compress-info fai fa-solid fa-down-left-and-up-right-to-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003cdiv class='rp-rating'\u003e\n\u003cspan class='resource-pool'\u003e\n\u003cspan class='pool-label'\u003ePublisher:\u003c/span\u003e\n\u003cspan class='pool-name'\u003e\n\u003cspan class='text'\u003e\u003ca data-publisher-id=\"30356011\" href=\"/search?publisher_ids%5B%5D=30356011\"\u003eCurated Video\u003c/a\u003e\u003c/span\u003e\n\u003c/span\u003e\n\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-description'\u003e\n\u003cspan class='short-description'\u003eWine lovers worldwide are increasingly choosing to try Californian wines, because of its price, taste and diversity. Bottles are being exported in record numbers and the U.S. Wine Institute says it has increased its foreign sales for the...\u003c/span\u003e\n\u003cspan class='full-description hide'\u003eWine lovers worldwide are increasingly choosing to try Californian wines, because of its price, taste and diversity. \u003cbr/\u003eBottles are being exported in record numbers and the U.S. Wine Institute says it has increased its foreign sales for the fourth straight year. \u003cbr/\u003eIn 2013, total U.S. sales rose 16.4 percent on the previous year to reach a record $1.55 billion USD, according to Diego Meraviglia, Vice-President Director of Education of the North American Sommelier Association. \u003cbr/\u003e\"In 2013, 1.5 billion in sales of American wine outside the United States. I think that fundamentally people are recognising the quality that this country can make, not just the technology that we have but the know-how we have built throughout decades in making great wine, the phenomenal terroir that is available in the United States. So far, the barrier in my humble opinion, has always been the fact that the prices were high. America is one of the few countries in the world where domestic is often more expensive than imports so it was difficult to get them overseas. We've managed to overcome that barrier and the numbers show that\" says Meraviglia.\u003cbr/\u003eThe U.S. is now the world's largest wine market in revenue and experts say it is on track to surpass $2 billion USD by 2020. \u003cbr/\u003eThe biggest customer for California wines today is the European Union's 28-member countries. \u003cbr/\u003eThey spent a combined $617 million USD in 2013, which is up 31 per cent compared to 2012.\u003cbr/\u003eCanada is second with a 12 percent rise to $454 million USD. \u003cbr/\u003eDemand has also risen by 6 per cent in China to $77 million USD. \u003cbr/\u003eSales have been helped by a global campaign underway in 25 countries that market California as an aspirational place with beautiful landscapes, lifestyle, great wine and top quality food. \u003cbr/\u003eK \u0026amp;amp; L Wine Merchants has three stores in California and its co-owner Trey Beffa says Californian wines are easy to consume and less complex than European Wines. \u003cbr/\u003e\"The vintages are consistent in California, more so than in France or in Italy or in Spain even. The weather is very consistently warm and easy to grow grapes so what would be an off-vintage in California, in France or Italy, would actually be a normal vintage because the weather is so easy to grow the grapes\" says Beffa.\u003cbr/\u003eAmerican consumers are also drinking more wine. Sales in the North American retail market now estimated to be worth $34.6 billion USD. \u003cbr/\u003eCalifornia's Sonoma University says the U.S. is now the second largest wine-consuming nation in the world behind France.\u003cbr/\u003eThe wine director for Hollywood's BOA steakhouse, Lance Reed, says California Cabernet drives the restaurant's extensive wine list. He says Californian wine makers have fewer regulations allowing for unlimited varietals compared to other countries.\u003cbr/\u003e\"California wine is very versatile. There are a lot of different varietals that are available. Our weather is excellent year in and year out so we are not as vintage driven as some of the other wines around the world such as France, which has a lot of rules and regulations on how they make their wine. Here we can add different varietals to the bottle to bring out more flavour. We have different varieties that grow up and down the coast from Pinot Noir to Cabernet to Syrah. California wine is terrific and it's hard to match around the world\" says Reed.\u003cbr/\u003eHe says the influx of celebrity chefs and food channels has helped people get more educated about food and wine than ever before. \u003cbr/\u003eConnoisseurs believe California's climate and soil helps make a great product, especially in Napa Valley.\u003cbr/\u003eJonathon Huberman is a CEO of a software company in Los Angeles and drinks wine everyday. He has a 1,500 bottle wine cellar and says Napa Valley's weather and hundreds of different complex soils are part of the secret to California's success.\u003cbr/\u003e\"I love California wines, one because of the diversity. We make so many great wines here in California from Zinfandels to Syrahs to Cabernets to blends to many kinds of whites. Hard to find. The wine makers are some of the best wine makers in the world so combining great land, impeccable weather and fantastic wine making skills, produces really great product.\"\u003cbr/\u003eThe U.S. Wine Institute says two record grape harvests in 2012 and 2013 helped California wineries to meet consumer demand and these recent vintages are receiving high praise worldwide. \u003cbr/\u003eAP Television\u003cbr/\u003eLos Angeles, California, U.S. - 15 May 2014\u003cbr/\u003e1. Close of three bottles of California wines at K \u0026amp;amp; L Wine Merchants (store)\u003cbr/\u003e2. Wide bottles of California wines at K \u0026amp;amp; L Wine Merchants\u003cbr/\u003e3. Wide interior of K \u0026amp;amp; L Wine Merchants \u003cbr/\u003e4. Tilt down of California wine signs to bottles on rack\u003cbr/\u003e5. Medium of shoppers\u003cbr/\u003e6. Close of three bottles of California wines\u003cbr/\u003e7. Close of bottle with map of California on label \u003cbr/\u003e8. Wide of California wine bottles \u003cbr/\u003e9. Close up two Napa Valley wines\u003cbr/\u003e10. Wide of California wine rack \u003cbr/\u003eAP Television\u003cbr/\u003eWest Hollywood, California, US - 15 May 2014\u003cbr/\u003e11. Set up of Diego Meraviglia, Vice-President Director of Education of the North American Sommelier Association\u003cbr/\u003e12. Close of red wine swirling in glass\u003cbr/\u003e13. Close of Diego Meraviglia sipping\u003cbr/\u003e14. SOUNDBITE: (English) Diego Meraviglia, Vice-President Director of Education of the North American Sommelier Association\u003cbr/\u003e\"In 2013, 1.5 billion in sales of American wine outside the United States. I think that fundamentally people are recognising the quality that this country can make, not just the technology that we have but the know-how we have built throughout decades in making great wine and the phenomenal terroir that is available in the United States. But so far, the barrier, in my humble opinion, has always been the fact that the prices were high. America is one of the few countries in the world where domestic wine is often more expensive than imports so it was difficult to get them overseas. We've managed to overcome that barrier and the numbers show that.\"\u003cbr/\u003eAP Television\u003cbr/\u003eLos Angeles, California, U.S. - 15 May 2014\u003cbr/\u003e15. Exterior of K \u0026amp;amp; L Wine Merchants\u003cbr/\u003e16. Wide of employee moving stock in K \u0026amp;amp; L Wine Merchants shipping area \u003cbr/\u003e17. Wide of shipping employee filling order\u003cbr/\u003e18. Medium tilt down of wine bottles being put in shipping box\u003cbr/\u003e19. Wide of shipping employee packing wine \u003cbr/\u003e20. Medium over the shoulder of employee preparing shipments \u003cbr/\u003e21. Medium pull out to wide of shipping area\u003cbr/\u003e22. Wide of shipping employee carrying wine boxes\u003cbr/\u003e23. Medium of orders in shipping boxes\u003cbr/\u003e24. Set up of Trey Beffa, co-owner of K \u0026amp;amp; L Wine Merchants\u003cbr/\u003e25. SOUNDBITE: (English) Trey Beffa, co-owner of K \u0026amp;amp; L Wine Merchants: \u003cbr/\u003e\"The vintages are consistent in California, more so than in France or in Italy or in Spain even. The weather is very consistently warm and easy to grow grapes so what would be an off-vintage in California, in France or Italy, or somewhere like that, it would actually be a normal vintage because the weather is so easy to grow the grapes.\"\u003cbr/\u003eAP Television\u003cbr/\u003eWest Hollywood, California, US - 15 May 2014\u003cbr/\u003e26. Exterior pull out of BOA restaurant\u003cbr/\u003e27. Wide interior of BOA restaurant\u003cbr/\u003e28. Wide of BOA bar area \u003cbr/\u003e29. Medium of BOA wine manager Lance Reed opening a bottle of red Napa Valley Merlot\u003cbr/\u003e30. Pull out from wine label to opening bottle \u003cbr/\u003e31. SOUNDBITE: (English) Lance Reed, BOA wine director: \u003cbr/\u003e\"California wine is very versatile. There are a lot of different varietals that are available. Our weather is excellent year in and year out so we are not as vintage driven as some of the other wines around the world. France for example has a lot of rules and regulations on how they make their wine. Here we can add different varietals to the bottle to bring out more flavour. We have different varietials that grow up and down the coast from Pinot Noir to Cabernet to Syrah. California wine is terrific and it's hard to match around the world.\"\u003cbr/\u003e32. Wide of three BOA diners toasting at dinner table\u003cbr/\u003e33. Medium of diner at table drinking \u003cbr/\u003e34. Wide of Lance Reed presenting wine at table\u003cbr/\u003e35. Medium of Lance Reed pouring wine at table\u003cbr/\u003e36. Medium of diners tapping glasses and sipping wine\u003cbr/\u003e37. Medium of California wine bottles on table with diner drinking wine \u003cbr/\u003e38. Set up of Jonathon Huberman, CEO of a software company in Los Angeles \u003cbr/\u003e39. SOUNDBITE (English) Jonathon Huberman, CEO of a software company in Los Angeles \u003cbr/\u003e\"I love California wines, one because of the diversity. We make so many great wines here in California from Zinfandels to Syrahs to Cabernets to blends to many kinds of whites. Hard to find. The wine makers are some of the best wine makers in the world so combining great land, impeccable weather and fantastic wine making skills, produces really great product.\"\u003cbr/\u003e40. Wide in BOA wine cellar\u003cbr/\u003e41. Wide of Lance Reed entering wine cellar and looking at bottle\u003cbr/\u003e42. Pull out of wine cases inside cellar\u003cbr/\u003e43. Close up of Napa Valley red wine Opus One label\u003cbr/\u003e44. 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