Ghana Wine Report 2011

An Expert's View about Food , Beverages and Tobacco in Ghana

Posted on: 7 Dec 2011

The grape (red and white) wine category leads the market, accounting for more than 70 percent of the total wine market in Ghana. Average wine consumption per capita rose from 0.3 liters to about 0.5 liters in 2006-2010.

THIS REPORT CONTAINS ASSESSMENTS OF COMMODITY AND TRADE ISSUES MADE BY USDA STAFF AND NOT NECESSARILY STATEMENTS OF OFFICIAL U.S. GOVERNMENT POLICY Voluntary Public - Date: 11/15/2011 GAIN Report Number: Ghana Post: Accra Ghana Wine Report 2011 Report Categories: Wine Approved By: Russ Nicely Prepared By: Marcela Rondon and Elmasoeur Ashitey Report Highlights: The grape (red and white) wine category leads the market, accounting for more than 70 percent of the total wine market in Ghana. Average wine consumption per capita rose from 0.3 liters to about 0.5 liters in 2006-2010. Wine export to Ghana is growing due to increasing social trends and the perception that wines are healthier. Local wine processing is underdeveloped and costly. The leading suppliers of wine in Ghana are South America (Chile, Argentina), European Union and South Africa because they offer good quality and inexpensive wine products. Export of U.S. wine to Ghana is growing from $328,000 to $499,000 between 2008 and 2010 but the market share remains very small. The increasing wine demand offers an opportunity for U.S. exporters to increase U.S. consumer food exports to Ghana. General Information: SECTION I: MARKET OVERVIEW In Ghana, alcoholic beverages are consumed mostly at social functions. Ghana?s population of 24 million provides an increasing market for alcoholic beverages estimated at $600 million. Ghana is an important U.S. agricultural export market and offers expanding market opportunities due to its liberal import policies and remarkable record of economic growth. The alcoholic wine market in Ghana is valued at about $30 million (approx. 5 % of total alcoholic beverages), and consists of mostly imported wines. Domestic wines are produced in the formal sector and sold in the market, but their share of the market is insignificant. Traditional spirited beverages are produced locally and widely sold in the informal markets. Ghana?s wine market continues to show some growth due to the growing high income middle class, expatriate community and tourists. In addition wine is generally perceived to be a healthier alcoholic beverage so people are gradually shifting from the consumption of beer to wine. This offers export opportunities for U.S. wine exporters. By comparison, the beer market in Ghana was worth $450 million (about 75% of total alcohol market) in 2010, representing over 2.4 million hectoliters of beer (lager and stout types) brewed locally by multi-national companies (Heineken, Guinness, and South Africa Breweries). The beers are brewed mostly with imported barley, malt and hops. Advantages and Disadvantages Advantages Disadvantages Ghana?s population of 24 million is growing at an US agribusinesses presence in Ghana is annual rate of nearly 2.3 percent per annum. very small; US traders have limited knowledge about the Ghana market. The Government of Ghana (GOG), in line with its U.S. processed agricultural products WTO obligations, has liberalized trade. including wines are not readily available in Ghana, while products from EU, South America, South Africa, and others are in greater supply. Ghana has an active and entrepreneurial middle class Some U.S. exporters lack sufficient and a fast growing private sector. information regarding the Ghanaian market ? they view Ghana as too small a market for entry. The average per capita income in Ghana is rising US exporters have negative perceptions estimated at $1600. The monthly minimum wage in about Ghana businesses and are reluctant Ghana to do business in Ghana. is $62. Ghanaian consumption patterns are changing towards Transit times are long, and relatively long Western foods as a result of urbanization, women port clearance procedures reduce shelf life working outside the home and shift in lifestyles of the of U.S. products in Ghana. large youth population, are expanding potential US food and agricultural products. Middle-class incomes are rising in Ghana and there is Competition from other suppliers, higher demand for healthy foods. The retail sector is especially South America, EU and South shifting to more western style shops and convenience Africa. stores. Ghanaians perceive U.S. consumer ready foods as The Ghanaian market is sensitive to price, being of high-quality and demand for these is growing. low priced agricultural food products are Increasing rural to urban migration is raising demand mostly preferred. for consumer ready foods. US exporters can sell mixed containers of agricultural Some freight consolidators in the United food products at relatively low price and at low risk States are unwilling or unable to meet ordering and shipping requirements of Ghanaian importers. The consumer ready sector is expanding, requiring U.S. consumer ready foods are not readily more consumer ready products and ingredients. available in Ghana due to high freight Ghana?s domestic food processing capacity is still costs. under-developed SECTION II: MARKET SECTOR OPPORTUNITIES AND THREATS Imports and Market Opportunities: Ghana is an important U.S. agricultural export market and offers expanding market opportunities due to its liberal import policies. Alcoholic wines and spirits attract a 20 percent import tariff rate in line with the ECOWAS Common External Tariff (CET). However, imported beer attracts a higher tariff rate of 50%. The grape (red and white) wine types lead the market, accounting for more than 70 percent of the wine market. Average wine consumption per capita rose from 0.3 liters to about 0.5 liters in 2006-2010. Wine export to Ghana is growing due to increasing social trends and health consciousness. As a result wines are considered as being healthier than other alcoholic beverages such as, beer, spirits, and others served at homes, hotels, bars and social events. The high income middle-class, expatriate group and tourists have also continued to increase for the past few years and this creates growth prospects for wine exports to Ghana. Local wine processing is underdeveloped and costly and its contribution to the growth in wine supply is insignificant. The relatively free market environment, stable political climate and remarkable record of economic growth are expected to extend the increased growth in sales for the foreseeable future. The entry of new traders and new wine brands in the market will result in increased competition, decreased prices, more aggressive marketing and increased sales. Market Structure: The demand for wine is mostly dependent on product prices, tastes and higher alcoholic contents. It is not driven by product quality. Ghanaians have preference for sweet wines. Average prices of the ten top selling wines range from $30 to $75 per carton (of 6 by 750 ml bottles). Wines within the price range of $30 to $50 per carton (of 6 by 750 ml bottles) constitute over 70% of the total market. Imported wine and spirits are 40-50% more expensive than beer and other available alcoholic beverages and were not as widely distributed. The bulk of wine in Ghana is sold through supermarkets, specialty stores, convenience stores and HRI (hotels, clubs, bars and restaurants) and patronized by the middle class and high income consumers. Distribution Flow Chart for Wine Products Keys: OWW (Open Wet Market Wholesalers) SWR (Specialty Wine Retailer) SMR (Supermarket Retailer) CSS (Convenience & Street Stores) OWR (Open Wet Market Retailer) HRI (Hotel, Restaurant, Bars, Clubs & Catering Industries) Although the shift from beer to wine consumption is increasing in recent times, this has not affected distribution channels. The importer-distributors supply over 90 percent of imported wine to the market. Some wine is sold to consumers and retailers through wholesalers located in the traditional open wet markets (mostly patronized by lower income consumers). Sales through these traditional markets account for about 10 percent. Wine consumption at hotels, bars and other food service outlets (HRI) is small at less than 10 percent of the total. Sales of wine through supermarkets, convenience stores and side shops account for about 65 percent of the total. Specialized retail sales outlets of imported wine are increasing with sales accounting for about 15 percent. Some of these specialty stores stock mostly selections of the more expensive premium brands and others sell brands from specific origins. Competition Ghanaians import wine mostly from South Africa, South America (Chile, Argentina etc) and other sources whose wine products are perceived to be good quality and prices are affordable. However, wine brands from traditional wine countries such as the EU countries (Spain, Italy, France, etc), and US (California) are also exported into Ghana. US WINE EXPORTS TO GHANA (Flow chart) Source: BICO data U.S. wine exports to Ghana have been growing from $328,000 in 2006 to $537,000 in 2009. However, in 2010 US wine exports to Ghana dropped to $499,000 (BICO report) probably due to competition from South Africa and Chile sources. Market Access: Due to the liberal import policies, Ghana has become an important U.S. agricultural export market, offering expanding market opportunities. Alcoholic wines attract a 20 percent import tariff rate in line with the ECOWAS Common External Tariff (CET). Wine, like all food products, must be registered with the Food and Drugs Board (FDB), in order to be legally exported, sold and consumed in Ghana. For details, please see [Food and Agricultural Import Regulations and Standards - Narrative_Accra_Ghana_8-40-2010 from GAIN]. Entry Strategy: U.S. wine exporters interested in entering the Ghana market: May contact the Office of Agricultural Affairs, U.S. Embassy in Accra, Ghana for assistance in selecting a local agent or importer-distributor; Must appoint local importer-distributors, agents or institution in Ghana to process documentations and certifications with the GOG regulatory bodies, introduce the product, and develop consumer demand; SECTION III: COSTS AND PRICES Average Wholesale Selling Prices of Selected Brands of Wines Average Retail Market Prices (Top 10 Brands in sales ranking) Brand Sales Average Retail Price/carton of Country of ranking (6x75cl bottles) $ Supply Vina Maipo 1 30.00 Chile Frontera - Cabernet Sauvignon 2 30.00 Chile Trivento ? Rose 3 32.00 Argentina *Paul Masson ? 4 98.00 (12 x 1liter) USA Rose/White/Burgundy Long Mountain 5 36.00 South Africa George DuBoeuf 6 54.00 France Mouton Cadet 7 55.00 France Riversdale 8 55.20 South Africa Andean 9 60.00 Argentina Borgo Madgredo 10 73.60 Italian Note: A bottle contains 75centiliters (cl) A carton (case) contains 6 bottles Per carton (case) prices stated Average Wholesale Selling Prices of selected Brands of Wines ($) Brands Pack x Size Price ($) Emelia - Chardonnay 6 x75cl 171.20 Trio - White 6 x75cl 60 Trio ? Cabernet Sauvignon 6 x75cl 66 Casillero de Diablo ? sparkling Brut 6 x75cl 102 Casillero de Diablo - Chardonnay 6 x75cl 54 Casillero de Diablo ? Sauvignon Blanc 6 x75cl 54 Casillero de Diablo - Merlot 6 x75cl 64 Casillero de Diablo - Cabernet Sauvignon 6 x75cl 64 Casillero de Diablo - Cabernet Sauvignon 6 x 1.5 liter 96 Turrunyo - Sauvignon Blanc 6 x75cl 101.20 Turrunyo - Carmenere 6 x75cl 168 Frontera - Blush 6 x75cl 30 Frontera ? Late Harvest 6 x75cl 27 Frontera - Sauvignon Blanc 6 x75cl 28 Frontera - Sauvignon Blanc 6 x 1.5 liter 54 Frontera - Cabernet Sauvignon 6 x75cl 30 Frontera - Cabernet Sauvignon 24 x37.5cl 64 Frontera - Cabernet Sauvignon 6 x 1.5liter 58 Frontera - Merlot 6 x75cl 30 Paul Masson ?Rose (US California) 12 x 1liter 98 Paul Masson ? Burgandy (US California) 12 x 1liter 98 Paul Masson ? White (US California) 12 x 1liter 98 Sunrise - Rose 6 x75cl 44 Sunrise - Chardonnay 6 x75cl 38.8 Sunrise - Sauvignon Blanc 6 x75cl 36.67 Sunrise ? Cabernet Sauvignon 6 x75cl 46 Sunrise - Carmenere 6 x75cl 40 Sunrise - Merlot 6 x75cl 46 Sunrise ? Sweet Sparkling 6 x75cl 56 Sunrise ? Sparkling Brut 6 x75cl 56 Mar del Sur - White 6 x75cl 20.8 Mar del Sur -Red 6 x75cl 22 Trivento - Malbec 6 x75cl 38 Trivento - Rose 6 x75cl 32 Trivento - Merlot 6 x75cl 32 Note: CL: centiliters(10 ml equal 1cl) L: liters SECTION V: POST CONTACT AND FURTHER INFORMATION Russ Nicely, Regional Agricultural Counselor Marcela Rondon, Regional Agricultural Attaché Agricultural Affairs Office (USDA/FAS) American Consulate 2, Walter Carrington Crescent Victoria Island, Lagos-Nigeria Telephone: (234) 1 261-3926, 775-0830 Fax: (234) 1 262-9835 E-mail: aglagos@usda.gov Mrs. Elma Ashitey, Agricultural Specialist Agricultural Affairs Office (USDA/FAS) American Embassy 24 Fourth Circular Rd., Cantonments, Accra, Ghana Tel: 233-302-741421 Fax: 233-302-741478 E-mail: agaccra@usda.gov Food and Drugs Board PO Box CT 2783, Accra Tel: 233-302-233200/910761/235100 Fax: 233-302-225502 Email: fdb@fdbghana.com Website: www.fdbghana.com Ghana Revenue Authority Customs Division 6th Avenue, West Ridge, Accra Tel: 233-302-686106/ 684363 Email: info@gra.gov.gh Website: www.gra.gov.gh Appendix I: Ghana?s Economic Structure (Annual Indicators) 2007 2008 2009 2010 GDP (US $ bn) 24.8 28.5 26 32 Real GDP growth (%) 6.5 8.4 4 7.7 Consumer Price Inflation (av; %) 12.7 18.1 16.0 8.6 Population (m) 22.3* 22.9* 23.4* 24.8* Exports of goods Fob (US $ b) 4.2 5.3 5.8 7.9 Imports of goods Fob(US $ b) 8.1 10.3 8.0 10.9 Current account balance (US $ b) 2.15 3.5 1.2 2.4 Foreign exchange reserves excluding gold (US $ m) 2.8 2.0 3.0 4.7 Total external debt (US $ bn) 4.5 4.9 5.7 6.5 Debt service ratio, paid (%) 0.2 0.23 0.23 0.27 Exchange rate (av) GH: US$ 0.94 1.06 1.41 1.5 Notes: Actual. *Economist Intelligent Unit Estimates. Sources: 2007-2009 figures obtained from Economist Intelligent Unit, Country Report (Ghana) October 2011, Ghana Statistical Services (GSS) 2011 data report
Posted: 07 December 2011

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