February 13, 2015
In its latest report, Rabobank points out that softening wine demand in emerging markets, including Russia and China, is pushing overseas suppliers to redirect their energies toward building sales and market share in the U.S., setting the groundwork for increased competition for U.S. suppliers. However, this might not prove an easy task as the U.S. dollar is strengthening, and California has seen its third largest harvest in as many years, prompting increasingly aggressive price promotions within the $9 to $20 category throughout 2015.
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