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The World of Wine: Visualizing an Industry Ripe for Disruption

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wine industry graphic

Visualizing an Industry Ripe for Disruption

View the full-size version of this infographic by clicking here.

Winemaking is often thought of as a symbol of transformation.

While the fermented drink dates back 9,000 years, the wine market is now experiencing its own transformation due to technological innovation, and the introduction of new business models. Generating $370 billion in revenue in 2019, the global industry is expected to grow considerably over the next decade—but not as we know it.

Today’s infographic from Raconteur explores wine consumption by region, and looks at how changing tastes are driving a new era of the millennia-old staple.

Will the industry continue to get better with age, or will it join the countless other industries that have fallen victim to disruption?

The Wine Leaders of the World

To start, let’s take a look at the countries around the world that have the biggest economic footprints linked to the trade and consumption of wine:

Exports: Spain is the largest exporter of wine globally, producing 21 million hectoliters of volume in 2018, followed by Italy with 19.7 million hectoliters.

Imports: Germany leads on imports with 14.5 million hectoliters of volume in 2018, while the UK is the second-largest importer with 13.2 million hectoliters.

Consumption: The U.S. currently leads on wine consumption, with Americans drinking an average of 3.7 liters per person—generating almost $50 billion in revenue.

RankCountryRevenue     
#1🇺🇸 United States$49.5B
#2🇫🇷 France$28B
#3🇨🇳 China$27B
#4🇮🇹 Italy$27B
#5🇬🇧 UK$24B
#6🇩🇪 Germany$17B
#7🇦🇷 Argentina$17B
#8🇨🇦 Canada$17B
#9🇮🇩 Indonesia$13B
#10🇷🇺 Russia$12B

Currently, 80% of all wine consumed within China is produced domestically, and with a growing middle class, there is a huge potential for the Chinese industry to gain ground in comparison to other leading wine markets.

Rapidly Changing Tastes

While older generations prefer wine to other alcoholic beverages, spirits are the drink of choice for those aged 18 to 27. In fact, only 27% of this age group prefers wine to spirits or beer, meaning wine companies will need to adapt to these younger audiences and their differing values.

Marketing could create an opportunity to connect with this audience in a more meaningful way, with packaging having the most potential to sway their decision making process by providing a number of unique benefits:

  • Sustainability
  • Smaller serving sizes
  • Portability

Interestingly, canned wine is already a $70 million industry in the United States — and by 2025, it could make up 10% of total sales.

New Threats to the Industry

Along with changing expectations for packaging, millennials also crave new experiences, with more alternative options appealing to this age group, such as cannabis-infused beverages, craft beer, and whiskey.

Dealcoholized cannabis-infused wine is a new product innovation that could also appeal to this audience and have direct implications for the industry—but while cannabis companies have shown an interest in the category, collaboration with the tech industry is proving to be the most transformative.

When Two Valleys Collide

Technology is squeezing every opportunity it can get out of the wine industry, impacting different parts of the supply chain.

Winemaking

Drones are making farms and vineyards across the globe more efficient, while new technologies used to improve harvesting, sorting, and filtration during the winemaking process are also cropping up and providing new solutions to antiquated problems.

Consumption

Traditionally, decanting wine has been a slow and delicate process. Smart wine decanters however, can expedite that process.

These decanters use air filtration systems to remove impurities and enhance the aroma in just a few minutes—streamlining the decanting process, which typically takes around three hours.

Impact on the Environment

Industry experts predict that packaging such as edible bottles made from sugar substitutes, and compostable, non-plastic glass will replace glass bottles.

Meanwhile, QR codes have the potential to replace paper labels on wine bottles entirely, and a growing number of wine brands are already using augmented reality to deliver more immersive experiences to end consumers.

For an industry steeped in history and tradition, the future holds exciting potential for new innovations that will transform the way we look at wine forever.

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Cars

Tesla’s Valuation Surpasses Ford and GM Combined

Tesla is not only the top valued U.S. automaker, it’s now worth more than Ford and GM combined. Will the rally continue, or will short sellers win the day?

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telsa gm ford valuation

Chart: Tesla is Worth More than Ford and GM Combined

Tesla has been on a roller coaster ride of market sentiment in recent years, but the electric car company is starting off the new decade on a high note.

The company is not only America’s most valuable automaker, it’s now worth more than Ford and GM combined.

tesla ford gm market caps

Tesla’s valuation has already surpassed the $100 billion mark – a significant milestone for a company that produces a fraction of the vehicles of its direct competitors.

Here’s a comparison of the top selling models in the U.S. for Ford, GM, and Tesla.

RankModelUnit Sales (Q4 2019)
1Ford F-Series233,952
2Chevrolet Silverado163,311
3Chevrolet Equinox92,092
4GMC Sierra68,722
5Ford Explorer51,284
6Ford Escape47,587
7Tesla Model 347,275
8Ford Edge37,621
9Ford Transit36,885
10Chevrolet Malibu34,314

A quick glance at this list is revealing. Though Tesla’s Model 3 put up strong sales numbers, it’s still only a small percentage of vehicles sold by U.S. automakers.

So, what’s driving Tesla’s meteoric growth, and is it sustainable? Below, we’ll take a high-level look at the bull and bear cases for the company.

The Bull Case for Tesla Motors

Tesla posted losses of $1.1 billion in the first half of 2019, but since then, the company has turned the situation around in dramatic fashion.

The automaker had a surprising third quarter with not only record deliveries of 97,000 cars, but also a profit of $143 million. Deliveries broke yet another record in Q4 2019, totaling 112,000 vehicles. These announcements helped improve market sentiment, sending the company’s stock back on an upward trajectory heading into 2020.

tesla bull quotes

Here are three reasons some analysts and media are still bullish on Tesla:

1. Tapping into the World’s Largest Electric Car Market

For a long time, foreign companies looking to manufacture products in China couldn’t do so without working through a domestic partner. Recently though, Tesla became the first major benefactor of a policy change, becoming the first wholly foreign-owned automaker in China.

Gigafactory 3 in Shanghai was completed in October, and was built in just 10 months – an impressive feat. Furthermore, cars have already begun rolling off the assembly lines, as Tesla targets an annual production of 150,000 Model 3s.

Perhaps the best part for a company with historically volatile earnings: Tesla claims the facility was 65% cheaper to build than its production plant in the U.S.

2. Still the Range King

2019 saw many of the more established automakers take their first swings at Tesla.

The United States Environmental Protection Agency (EPA) handed out official range ratings for several new electric cars, but none could unseat the king:

ev range ratings

3. Musk’s Megaphone

Few CEOs capture the attention of media quite like Elon Musk. While his actions can sometimes have unintended consequences for the company – the infamous “funding secured” tweet, for example – Elon Musk’s massive reach allows the company to sell vehicles without spending a dime on advertising.

By contrast, in 2018, Ford and GM spent $2.3 billion and $3.1 billion respectively on advertising in the U.S. alone.

The Bear Case for Tesla Motors

While the second half of 2019 has given Tesla bulls much to celebrate, many investors are remaining vigilant, if not skeptical.

tesla bear quotes

1. Stiff Competition in China

Tapping into the world’s largest EV market is a double-edged sword for Tesla, as they face an onslaught of domestic and foreign competitors.

The Chinese government has also generously supported its own EV industry, handing out over $60 billion in subsidies to over 400 companies. Tesla will be competing against state-owned enterprises like BAIC, one of the largest players in the Chinese EV market.

Western automakers are also gaining a foothold in China as well. Volkswagen and its Chinese joint-venture partner, SAIC Motor, will begin producing cars at two factories in China in the autumn of 2020.

The German automotive giant has also forged partnerships with Chinese battery manufacturers, including China’s biggest battery company Contemporary Amperex Technology (CATL).

2. Getting Ratio’d

Tesla has an extremely high premium on earnings when compared with its more established counterparts in the auto industry.

CompanyTickerEnterprise Multiple* (last 12 months)
ToyotaNYSE: TM8.4x
GMNYSE: GM10.0x
FordNYSE: F14.5x
TeslaNASDAQ: TSLA50.2x

The enterprise multiple (EV/EBITDA) measures the dollars in enterprise value for each dollar of earnings. The ratio is commonly used to determine if a company is undervalued or overvalued compared to peers.

The Bottom Line is… the Bottom Line

Of course, Tesla’s future will be dictated by variables more complex than can be summed up in a tidy pro/con list.

Musk has shown a willingness to sacrifice profitability in the name of growth – Tesla has yet to prove it can deliver consistent, quarterly profits.

It’s hard to be profitable with that level of growth. We could slow it down, but then that would not be good for sustainability and the cause of electric vehicles.

– Elon Musk

After reporting a record number of deliveries in the final quarter of 2019, there’s no doubt that true believers and short sellers alike will be watching the company’s January 29, 2020, earnings call with much anticipation.

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China

How China Overtook the U.S. as the World’s Major Trading Partner

China has become the world’s major trading partner – and now, 128 of 190 countries trade more with China than they do with the United States.

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How China Overtook the U.S. As the World’s Trade Partner

In 2018, trade accounted for 59% of global GDP, up nearly 1.5 times since 1980.

Over this timeframe, international trade has transformed significantly—not just in terms of volume and composition, but also in terms of the countries that the rest of the world leans on for their most important trade relationships.

Now, a critical shift is occurring in the landscape, and it may surprise you to learn that China has already usurped the U.S. as the world’s most dominant trading partner.

Trading Places: A Global Shift

Today’s animation comes from the Lowy Institute, and it pulls data from the International Monetary Fund (IMF) database on bilateral trade flows, to determine whether the U.S. or China is a bigger trading partner for each country from 1980 to 2018.

The results are stark: before 2000, the U.S. was at the helm of global trade, as over 80% of countries traded with the U.S. more than they did with China. By 2018, that number had dropped sharply to just 30%, as China swiftly took top position in 128 of 190 countries.

The researchers pinpoint China’s 2001 entry into the World Trade Organization as a major turning point in China’s international trade relationships. The dramatic shift that followed is clearly demonstrated in the visualization above—between 2005 and 2010, a number of countries tipped towards Chinese influence, especially in Africa and Asia.

Over time, China’s dominance has grown dramatically. It’s no wonder then, that China and the U.S. have a contentious trade relationship themselves, as both nations battle it out for first place.

A Tale of Two Economies

The United States and China are competitors in many ways, but to be successful they must rely on each other for mutually beneficial trade. However, it’s also the major issue on which they are struggling to reach a common ground.

The U.S. has been vocal about negotiating more balanced trade agreements with China. In fact, a mid-2018 poll shows that 62% of Americans consider their trade relationship with China to be unfair.

Since 2018, both parties have faced a fraught relationship, imposing major tariffs on consumer and industrial goods—and retaliations are reaching greater and greater heights:

trade war china us

While a delicate truce has been reached at the moment, the trade war has caused a significant drag on global growth, and the World Bank estimates it will continue to have an effect into 2021.

At the same time, China’s sphere of influence continues to grow.

One Belt, One Road, One Trade Direction?

China seems to have a finger in every pie. The nation is financing a flurry of megaprojects across Asia and Africa—but one broader initiative stands above the rest.

China’s “One Belt, One Road” (OBOR) Initiative, planned for a 2049 completion, is advancing at a furious pace. In 2019 alone, Chinese companies signed contracts worth up to $128 billion to start Chinese large-scale infrastructure projects in various countries.

While building new highways and ports abroad is beneficial for Chinese financiers, OBOR is also about creating new markets and trade routes for Chinese goods in Asia. Recent research found that the OBOR program’s infrastructure expansion and logistics performance improvements led to positive effects on China’s exports.

Nevertheless, it’s clear the new infrastructure network is already transforming global trade, possibly cementing China’s position as the world’s major trading partner for years to come.

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