Economic contribution of the New Zealand wine … contribution of the New Zealand wine sector (2015)...

Economic contribution of the New

Zealand wine sector (2015)

SummaryMeasurement 2015 2012

Number of wineries 673 703

Number of grape growers 762 824

Productive hectares 35,859 33,400

Estimated employees 7,580 7,700

Estimated wages $282 million $225 million

Export sales revenue (FOB) $1,536 million $1,202 million

Share of NZ total goods export revenue (%) 3% 3%

Gross output (total revenue) $2,096 million $1,786 million

Estimated excise and HPA levies $179.6 million $178 million

Estimated GST contribution $124 million $135 million

Contribution to national GDP (%) 0.4% 0.3%

Contribution to national GDP ($) $1,092 million $760 million

Number of international wine tourists (visitors)* 551,807 220,000

Spending by wine tourists * $2.8 billion $814 million

2

Source: NZ Winegrowers Annual Report, NZIER, MBIE

* Change in methodology of International visitors survey, results not comparable

3

762 grape growers 673 wineries

Source: NZ Winegrowers Annual Report

Northland: 14

Auckland: 111

Gisborne: 18

Taranaki: 0

Waikato/Bay of Plenty: 12

Hawke's Bay: 75Manawatu-Wanganui: 1

Wellington: 67Tasman/Nelson: 35

Marlborough: 140West Coast: 0

Canterbury: 67

Otago: 127

Southland: 0

Northland: 0

Auckland: 10

Gisborne: 41

Taranaki: 0

Waikato/Bay of Plenty: 0




Canterbury: 18

Otago: 32

Southland: 0

Waitaki : 6

More hectares; fewer wineries

4

0

5000

10000

15000

20000

25000

30000

35000

40000

0

100

200

300

400

500

600

700

800

Wineries & grape-producing hectares

Wineries (LHS axis)

Producing hectares (RHS axis)


Wine exports performing strongly

5

60

80

100

120

140

160

180

2008 2009 2010 2011 2012 2013 2014 2015

Ind

ex, 2008 =

100

Wine sector export values vs. economy wide export values and nominal GDP

Wine exports

Exports

GDP

70%

14%

28%

Source: Statistics New Zealand, NZIER

Export volume has doubled since 2008

6

0

50

100

150

200

250

1996 1998 2000 2002 2004 2006 2008 2010 2012 2014

(m of litres)Volume of New Zealand wine sold

Domestic Exports


209m

62m

0% 5% 10% 15% 20% 25%

Hides, skins and leather

Wood pulp

Precious Stones and metals

Wool

Optical, medical and measuring equipment

Cereals, flours

Mineral fuels

Aluminium

Electrical machinery

Casein

Fish

Wine

Mechanical machinery

Fruit

Wood

Meat

Dairy

Share of total exportsDecember year

$1.7b

Wine is 6th largest export commodity in

2015

7

Source: NZIER, Statistics NZ

$11.5b

$6.8b

$3.5b

$2.3b

$1.5b

$1.5b

$1.2b

$1.1b

$1.0b

$0.9b

$0.9b

$0.9b

$0.8b

$0.8b

$0.8b

$0.5b

$0.7b

-20% -15% -10% -5% 0% 5% 10%

Hides, skins and leather

Wood pulp

Precious Stones and metals

Wool

Optical, medical and measuring equipment

Cereals, flours

Mineral fuels

Aluminium

Electrical machinery

Casein

Fish

Wine

Mechanical machinery

Fruit

Wood

Meat

Dairy

Annual growth in value of exports from 2008 to 2015

7.1%

1.8%

Wine exports are growing rapidly

8


3.3%

4.1%

7%

-1.4%

7.9%

6.9%

2.6%

2.5%

-0.1%

-4.5%

-15.6%

4.8%

1.1%

5%

4.9%

2.6%

6.8%

5%

$1.3 billion of wine to the EU, US and

Australia

9

0

100

200

300

400

500

600

1996 1998 2000 2002 2004 2006 2008 2010 2012 2014

($m)

Wine export values to NZ's top markets, calendar years

Australia European Union United States of America

$359m

$431m

$522m


Growth in exports to Asia

10


$27m

$21m

$20m

$16m

0

5

10

15

20

25

30

35

1996 1998 2000 2002 2004 2006 2008 2010 2012 2014

($m)

Wine export values to Asia, calendar years

China Hong Kong Singapore Japan

11

White87%

Red13%

Wine exports by typeJune 2015 year

25%

28%25%

7%

2% 13%

White wine exports

20%

14%

26%6%

13%

21%

Red wine exports


The sector pumps $280 million directly

to Kiwi households

12

0

50

100

150

200

250

300

2008 2009 2010 2011 2012 2013 2014 2015

($m)Total salary and wages paid

Grape growing Wine production


Over 7,500 wine sector jobs are spread

around New Zealand

13

Northland: 50

Auckland: 1440

Gisborne: 400

Taranaki: 0

Bay of Plenty: 100

Waikato: 55




Canterbury: 480

Otago: 760

Southland: 0

Source: Statistics NZ

February 2015

Contributing as much as 10% of local

employment in Marlborough in 2015

14

Northland: 0.1%

Auckland: 0.2%

Gisborne: 2%

Taranaki: 0%

Bay of Plenty: 0.1%

Waikato: 0%

Hawke's Bay: 1.3%Manawatu-Wanganui: 0%

Wellington: 0.1%Tasman/Nelson: 0.8%

Marlborough: 10.1%West Coast: 0%

Canterbury: 0.2%

Otago: 0.7%

Southland: 0%

Source: Statistics NZ

February 2015

GST and excise taxes contribute 1% to

total tax take

15

Source: NZIER, NZ Winegrowers Annual Report

Excise & HPA: $179.6m

GST: $124m

Indirect taxes paid in 2015

20% of international tourists visit a winery

16

0% 10% 20% 30% 40% 50% 60%

Playing golfBungy jumping

SkiingWhalesCasino

Te PapaDolphins

Film locationMaraeWineryGlacier

SealsNational park

Native birdsA beach

Selected activities & locations visited by touristsJune 2015 year

Source: NZIER, MBIE

Wine tourists* stay longer than others in

New Zealand

17

0%

5%

10%

15%

20%

25%

30%

Under 5nights

5 -7nights

8 - 10nights

11 - 13nights

14 - 16nights

17 - 19nights

20 - 29nights

30 ormorenights

Length of stay of international touristsJune 2015 year

All tourists Wine

Source: NZIER, MBIE *A wine tourist is an international visitor who visits a winery

Australians, Americans & Chinese are

the most common visitors to wineries

18

0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000

Canada

Singapore

Thailand

Fiji

Japan

Germany

England

China

USA

Australia

Number of tourists who visited a wineryJune 2015 year

Source: NZIER, MBIE

Wine tourists spend more per visit to

New Zealand

19

$0

$1,000

$2,000

$3,000

$4,000

$5,000

$6,000

All tourists Wine tourists

Average spending per international touristJune 2015 year

Source: NZIER, MBIE

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