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OCTOBER NEWS 50 Million-Case Wine Opportunity Rabobank analyst sees opportunity to boost U.S. wine sales to Hispanics U.S. Hispanics' Wine Consumption 120 100 Million cases S 96.5 80 60 40 46.6 20 0 2013 2033 grow to 22% of the total U.S. population by 2033. The white non-Hispanic population is expected to only account for 54% of the U.S. population in 2033, down from 64% in 2011. Offering information in Spanish on a winery website or ensuring someone in the tasting room can speak Spanish would help a winery connect with Hispanic consumers, Rannekleiv noted. The low rate of Hispanic wine consumption is one of the biggest ironies in the wine R abo bank an Rafael, Calif.—While Americans are drinking more wine than ever, the U.S. Hispanic population still consumes far less wine per person than the general population. Tapping into that market could result in wineries selling an additional 50 million cases over the next 20 years, according to a new report by Rabobank's food and agribusiness research group. The report predicts that Hispanics may buy 96.5 million cases of wine per year by 2033. The growth in wine consumption by Hispanics could account for as much as 40% of the total growth in wine consumption during the same period. "Driving consumption growth among Hispanics will not necessarily be easy, but (it) may be critical for the wine industry's continued growth in the long term," said Stephen Rannekleiv, the report's author and Rabobank's wine industry analyst. According to the U.S. Census Bureau, the Hispanic population is expected to industry. Many of the men and women working in the vineyards and cellars producing wine are Mexican immigrants who don't drink much wine themselves. Napa and Sonoma counties are home to some wineries such as Ceja Vineyards and Robledo Family Winery in the Carneros AVA and Mi Sueño and Alex Sotelo Cellars in Napa Valley that are owned by Mexican immigrants. But despite the many contributions of Mexicans and other Hispanic groups to the wine industry, the alcoholic beverage of choice in most Hispanic homes remains beer. Yet that is changing. A study by the Wine Market Council found that Hispanics represented 3% of "core wine drinkers" in 2008 but 5% in 2012. Nielsen predicts an annual 6% growth rate of Hispanic wine and spirits consumption through 2015. That growth rate is double that of the U.S. non-Hispanic population. —Andrew Adams Great wines' silent partner Attention to detail is inherent to every great wine. We understand your effort, which is why we spend so much time crafting a barrel you can count on to complement your fruit. The T.W. Boswell collection embodies our commitment to excellence – it is defined by meticulous standards, full transparency and guaranteed consistency. This elevated standard of excellence honors four generations of coopering expertise while celebrating the passion of the wine world. Win es & Vin es O C TO B ER 20 13 19