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Wine - US - October 2009

This report explores the US table wine market. Besides presenting sales data on domestic and imported table wine, the report considers a wide range of topics, including:

  • Discussion of opportunities to seek out beer and spirit drinkers and convert them into wine consumers

  • Insight into how and why manufacturers should give increased consideration to the male consumer and why they represent an important avenue to build future sales

  • Evaluation of the competitive pressures from other alcoholic beverages, as well as how the recession is stimulating trading down (increasing competition within the wine market) and trading out (competition from less expensive alcoholic and non-alcoholic beverages)

  • Analysis of total market size and segments highlighting the most influential reasons for shifts in sales based on consumer trends and the economic downturn

  • Analysis of top retail formats and manufacturers/brands in wines and their role in the market

  • Creative insight into how Constellations’ Black Box brand has honed its identity and consumer perception through alignment as a “surprising” premium box wine—making it an industry stand-out

  • Discussion of how innovation is driven by lifestyle choices that impact attitudes towards convenience and environmental consciousness as well as how innovators are breaking free from traditional conventions to attract a broader consumer base

  • The heart of the report is Mintel’s exclusive consumer research and analysis, which explores trends in wine consumption and frequency as well as attitudes that influence wine use and purchase behavior

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                  • Executive Summary

                    • Recession changes consumer perceptions about wine
                      • Competitive context: The influence of price
                        • Positive and negative market factors create a neutral outlook
                          • Domestic wines control market—gaining acceptance amid recession
                            • Supercenters and club stores provide growth
                              • Changing dynamics among top suppliers to market
                                • Brand focus: Black Box Wines
                                  • Innovation works to evolve category to increase appeal
                                    • The wine consumer
                                      • Trends in household wine consumption
                                        • Choices in retail and packaging
                                          • Attitudes about wine
                                            • Attitudes towards spending
                                            • Insights and Opportunities

                                              • Going after the competition
                                                • Wooing the cocktail consumer
                                                  • Wine can be a good value and cool, too
                                                    • Marketing to men
                                                    • Inspire Trends

                                                        • Trial without error
                                                          • What’s it about
                                                            • What we have seen
                                                              • Implications for the wine industry
                                                                • Indigenous Wines
                                                                  • What’s it about
                                                                    • What we’ve seen
                                                                      • Implications
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • Wine sales drop influenced by changing consumer behavior
                                                                            • Signs of stabilization in 2009
                                                                              • What’s in store
                                                                                • Sales and forecast of wine
                                                                                  • Figure 1: Total U.S.* sales and forecast of wine** at current prices, 2004-14
                                                                                  • Figure 2: Total U.S.* sales and forecast of wine** at inflation-adjusted prices, 2004-14
                                                                              • Competitive Context

                                                                                • Competition from other alcoholic beverages
                                                                                  • Beer advantage: Inexpensive and widely promoted
                                                                                    • Spirits: Costly but offer flavor diversity
                                                                                      • Figure 3: Trends in table wine consumption versus other alcoholic beverages, 2004, 2006, and 2009
                                                                                    • Ongoing recession hurts wine sales
                                                                                      • Trading down…
                                                                                        • Figure 4: Trends in table wine consumption, by retail price segment, 2005, 2007, and 2008
                                                                                      • … and out
                                                                                        • Figure 5: Impact of recession on alcoholic beverage choice, July 2009
                                                                                    • Segment Performance

                                                                                      • Key points
                                                                                        • Domestic wines fuel growth and dominate sales
                                                                                            • Figure 6: Total U.S. volume sales of table wine, domestic vs imported, 2004-08
                                                                                            • Figure 7: Total U.S. volume sales of table wine, domestic vs imported, 2006 and 2008
                                                                                        • Segment Performance—Domestic Wine

                                                                                          • Key points
                                                                                            • Price increases aide dollar sales over time; recession modifies behavior
                                                                                              • Figure 8: Total FDMx dollar and volume sales and average price of domestic wine, 2004-08
                                                                                            • Domestic wine sales through FDMx growing faster than total market
                                                                                              • Sales and forecast—domestic wine
                                                                                                • Figure 9: Total U.S. volume sales of domestic wine, 2004-08
                                                                                            • Segment Performance—Imported Wine

                                                                                              • Key points
                                                                                                • Critter brands attract new consumers and add dollar sales
                                                                                                  • Trading down trend impacts imported wines
                                                                                                    • Figure 10: Total FDMx dollar and volume sales and average price of imported wine, 2004-08
                                                                                                  • Sales and forecast—imported wine
                                                                                                    • Figure 11: Total U.S. volume sales of Imported wine, 2004-08
                                                                                                • Retail Channels

                                                                                                  • Key points
                                                                                                    • On-premise sales fall due to pull back in restaurant spending
                                                                                                      • Consumers looking for retail outlets offering best wine prices
                                                                                                        • Figure 12: U.S.* sales of wine**, by retail channel, 2007 and 2009
                                                                                                    • Retail Channels—On-premise

                                                                                                      • Key points
                                                                                                        • Recession causes consumer pull back in restaurant spending
                                                                                                          • Stabilizing sales in 2009
                                                                                                            • Figure 13: Consumer Sentiment Index, by quarter, 2001-09
                                                                                                          • On-premise wine sales
                                                                                                            • Figure 14: U.S. sales of wine at on-premise channels, 2004-09
                                                                                                        • Retail Channels—Other

                                                                                                          • Key points
                                                                                                            • Steady decline in “other” outlets due to increased competition
                                                                                                              • Other channel wine sales
                                                                                                                • Figure 15: U.S. sales of wine at other channels, 2004-09
                                                                                                            • Retail Channels—Supermarkets

                                                                                                              • Key points
                                                                                                                • Growth slows
                                                                                                                  • Supermarkets cater to price-sensitive consumer
                                                                                                                    • Supermarket wine sales
                                                                                                                      • Figure 16: U.S. sales of wine at supermarkets, 2004-09
                                                                                                                  • Retail Channels—Supercenters and Warehouse Clubs

                                                                                                                    • Key points
                                                                                                                      • Driving market sales through retail expansion
                                                                                                                        • Reputation for value
                                                                                                                          • Supercenter and warehouse club wine sales
                                                                                                                            • Figure 17: U.S. sales of wine at supercenters and warehouse clubs, 2004-09
                                                                                                                        • Retail Channels— Natural Channel

                                                                                                                          • Sales of wine in the natural channel
                                                                                                                            • Figure 18: Natural product supermarket retail sales of wine, at current prices, 2007-09*
                                                                                                                            • Figure 19: Natural product supermarket retail sales of wine, at inflation-adjusted prices, 2007-09*
                                                                                                                          • Red wine is the best seller at natural channel
                                                                                                                            • Figure 20: Natural product supermarket retail sales of wine, by segment, 2007 and 2009
                                                                                                                        • Market Drivers

                                                                                                                          • Baby boomers key consumers; Millennials offer growth potential
                                                                                                                              • Figure 21: Population aged 21 or older, 2004-14
                                                                                                                            • Women are primary consumers, but are budget-conscious
                                                                                                                              • Figure 22: Female population, by age, 2004-14
                                                                                                                              • Figure 23: Consumption of table wine versus other alcoholic beverages, by gender, February 2008-March 2009
                                                                                                                            • Wine’s connection with good health promotes growth
                                                                                                                              • Restaurant wine sales challenged by poor economic conditions
                                                                                                                                  • Figure 24: Restaurant spend compared to last year, February 2009
                                                                                                                                • Economic woes put pressure on blue laws
                                                                                                                                  • Foreign trade
                                                                                                                                    • Imports
                                                                                                                                      • Figure 25: Imports of wine to the U.S, by exporting country, 2004-09
                                                                                                                                    • Exports
                                                                                                                                      • Figure 26: Exports of wine from the U.S, by importing country, 2004-09
                                                                                                                                  • Leading Companies

                                                                                                                                    • Key points
                                                                                                                                      • Changing dynamics among top suppliers to wine market
                                                                                                                                        • E. & J. Gallo continues to dominate market
                                                                                                                                          • The Wine Group aligning with value
                                                                                                                                            • Constellation Brands “premiumizing” its brand portfolio
                                                                                                                                              • Figure 27: Wine sales of leading companies, by volume, 2007 and 2008
                                                                                                                                          • Brand Share—Domestic Wine

                                                                                                                                            • Key points
                                                                                                                                              • Unpretentious, value-priced wines deliver strong growth
                                                                                                                                                • Premium wines struggle amid changing consumer perception of wines
                                                                                                                                                  • Manufacturer and brand sales—domestic wine
                                                                                                                                                    • Figure 28: Selected domestic wine brand sales by volume, 2007 and 2008
                                                                                                                                                • Brand Share—Imported Wine

                                                                                                                                                  • Key points
                                                                                                                                                    • Growth for Yellow Tail stifled by rising prices for imported wines
                                                                                                                                                      • Leading imported brands yield above-average performance
                                                                                                                                                        • Manufacturer and brand sales—imported wine
                                                                                                                                                          • Figure 29: Selected imported wine brand sales by volume, 2007 and 2008
                                                                                                                                                      • Brand Qualities

                                                                                                                                                          • Black Box: Crushing the box wine stereotype
                                                                                                                                                          • Innovation and Innovators

                                                                                                                                                            • Key points
                                                                                                                                                              • Packaging innovation continues in the category
                                                                                                                                                                • Screw caps
                                                                                                                                                                  • Environmentally-friendly packaging: An effort to attract “green” consumers
                                                                                                                                                                    • Wine on the go for active lifestyle
                                                                                                                                                                      • Unique and non-traditional wine labels
                                                                                                                                                                        • Wine with animal, critter names
                                                                                                                                                                          • Celebrity-inspired labels
                                                                                                                                                                            • Artisan wine
                                                                                                                                                                              • Wine targeted to be paired with certain foods
                                                                                                                                                                                • Fruit wines
                                                                                                                                                                                  • Organic and fair-trade certified wines
                                                                                                                                                                                  • Advertising and Promotion

                                                                                                                                                                                    • Wine experiences the biggest cut in marketing spend among all alcoholic beverages
                                                                                                                                                                                      • Figure 30: Advertising expenditure, alcoholic beverages, by sector, 2007 and 2008
                                                                                                                                                                                    • Major players axe advertising and promotion
                                                                                                                                                                                      • Figure 31: Advertising expenditure on wine, by producer and brand, 2007-08
                                                                                                                                                                                    • Print advertising
                                                                                                                                                                                      • TV advertising
                                                                                                                                                                                        • Yellow tail ads deviate from the traditional: an effort to bring young and cool to drink wine
                                                                                                                                                                                          • Figure 32: Yellow Tail mermaid television ad, 2008
                                                                                                                                                                                          • Figure 33: Yellow Tail godzilla television ad, 2008
                                                                                                                                                                                        • E. & J. Gallo: celebrate with family and friends
                                                                                                                                                                                          • Figure 34: Gallo wines we are together television ad, 2008
                                                                                                                                                                                      • The Consumer: Usage, Types and Frequency of Use

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Trends in consumption of wine versus other alcoholic beverages
                                                                                                                                                                                              • Figure 35: Trends in consumption of table wine versus other alcoholic beverages, 2004-2009
                                                                                                                                                                                            • Trends in wine consumption
                                                                                                                                                                                                • Figure 36: Trends in consumption of table and sparkling wine, by color and imported vs domestic, 2004-09
                                                                                                                                                                                              • Trends in wine consumption
                                                                                                                                                                                                • Wine versus other alcoholic beverages
                                                                                                                                                                                                    • Figure 37: Consumption of table wine versus other alcoholic beverages, by gender, February 2008-March 2009
                                                                                                                                                                                                    • Figure 38: Consumption of table wine versus other alcoholic beverages, by age, February 2008-March 2009
                                                                                                                                                                                                  • Women primary wine consumer; men lose interest in wine during 2004-09
                                                                                                                                                                                                      • Figure 39: Consumption of wine, domestic/imported and color, by gender, 2004-09
                                                                                                                                                                                                    • Youngest wine-drinking consumers move away from wine
                                                                                                                                                                                                        • Figure 40: Consumption of wine, domestic/imported and color, by age group 21-34, 2004-09
                                                                                                                                                                                                        • Figure 41: Consumption of wine, domestic/imported and color, by age group 35-54, 2004-09
                                                                                                                                                                                                        • Figure 42: Consumption of wine, domestic/imported and color, by age group 55-65+, 2004-09
                                                                                                                                                                                                      • Income and location influence wine consumption; high-income group exhibits highest attrition during 2004-09
                                                                                                                                                                                                          • Figure 43: Table wine consumption, domestic vs imported, by household income and region, February 2008-March 2009
                                                                                                                                                                                                        • Consumption of domestic wine by type
                                                                                                                                                                                                            • Figure 44: Domestic table wine consumption by type, by gender, February 2008-March 2009
                                                                                                                                                                                                            • Figure 45: Domestic table wine consumption by type, by age, February 2008-March 2009
                                                                                                                                                                                                          • Italian wines are most popular in the U.S.
                                                                                                                                                                                                              • Figure 46: Imported table wine consumption by country of origin, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                                                                                            • Frequency of drinking wine
                                                                                                                                                                                                                • Figure 47: Trends in the frequency of drinking domestic and imported table wine in the past 30 days, 2004-09
                                                                                                                                                                                                                • Figure 48: Average number of glasses of wine drunk in past 30 days, imported vs domestic, by key demographics, February 2008-March 2009
                                                                                                                                                                                                            • The Consumer: Choice of Retail Channels and Packaging

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Choice of retail channel
                                                                                                                                                                                                                    • Figure 49: Retailer type where wine is bought, by age, July 2009
                                                                                                                                                                                                                    • Figure 50: Retailer type where wine is bought, by region, July 2009
                                                                                                                                                                                                                  • Wine purchase by the type of packaging
                                                                                                                                                                                                                      • Figure 51: Type of packaging in which wine is bought, by age, July 2009
                                                                                                                                                                                                                      • Figure 52: Type of packaging in which wine is bought, by household income, July 2009
                                                                                                                                                                                                                  • The Consumer: Attitudes Towards Wine

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Occasions or places to drink wine
                                                                                                                                                                                                                          • Figure 53: Occasions or places to drink wine, by gender, July 2009
                                                                                                                                                                                                                          • Figure 54: Occasions or places to drink wine, by age, July 2009
                                                                                                                                                                                                                        • Health perception of wine
                                                                                                                                                                                                                            • Figure 55: Health perception of wine, by age, July 2009
                                                                                                                                                                                                                          • Attitudes towards wine names and fruit wine
                                                                                                                                                                                                                              • Figure 56: Attitude towards fun names and fruit wine, by age, July 2009
                                                                                                                                                                                                                            • Influence of family on wine consumption
                                                                                                                                                                                                                                • Figure 57: Raised in family that enjoys wine, by age, July 2009
                                                                                                                                                                                                                              • Wine and food
                                                                                                                                                                                                                                  • Figure 58: Wine and food, by gender, July 2009
                                                                                                                                                                                                                                  • Figure 59: Wine and food, by age, July 2009
                                                                                                                                                                                                                              • Attitudes Towards Spending and Purchase Behavior

                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                  • Attitudes towards expensive wine
                                                                                                                                                                                                                                    • Figure 60: Attitudes towards cost vs. quality of wine, by age, July 2009
                                                                                                                                                                                                                                  • Decision-driving attributes in purchasing wine
                                                                                                                                                                                                                                    • Figure 61: Factors influencing and impacting the decision to buy wine, by gender, July 2009
                                                                                                                                                                                                                                    • Figure 62: Factors influencing and impacting the decision to buy wine, by age, July 2009
                                                                                                                                                                                                                                  • Spending on wine by the purpose of consumption
                                                                                                                                                                                                                                    • Figure 63: Mean* spending on wine by purpose of consumption, by gender, July 2009
                                                                                                                                                                                                                                    • Figure 64: Mean* spending on wine by purpose of consumption, by age, July 2009
                                                                                                                                                                                                                                    • Figure 65: Mean* spending on wine by purpose of consumption, by household income, July 2009
                                                                                                                                                                                                                                • Wine and Consumer Need for Economy, Status and Concern for the Environment

                                                                                                                                                                                                                                  • Wine and economy
                                                                                                                                                                                                                                    • Wine and environment
                                                                                                                                                                                                                                      • Wine and status
                                                                                                                                                                                                                                          • Figure 66: Impact on wine buying and drinking of economy, perceptions of status, and environment, by age, July 2009
                                                                                                                                                                                                                                          • Figure 67: Impact on wine buying and drinking of economy, perceptions of status, and environment, by household income, July 2009
                                                                                                                                                                                                                                      • Impact of Race and Hispanic Origin

                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                          • Blacks and Hispanics, the high-growth population groups, exhibit the lowest incidence of drinking wine
                                                                                                                                                                                                                                            • Figure 68: Table wine consumption, domestic vs imported, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                                                                                                                          • Wine-makers need to bring in Mexican Hispanics into the category to grow sales
                                                                                                                                                                                                                                            • Figure 69: Table wine consumption, by Hispanic origin and country of origin, February 2008-March 2009
                                                                                                                                                                                                                                          • Consumption of imported wine by country of origin
                                                                                                                                                                                                                                            • Figure 70: Imported table wine consumption by country of origin, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                                                                                                                          • Retail destinations to purchase wine
                                                                                                                                                                                                                                            • Figure 71: Retailer type where wine is bought, by race/Hispanic origin, July 2009
                                                                                                                                                                                                                                          • Occasions or places to drink wine
                                                                                                                                                                                                                                            • Figure 72: Occasions or places to drink wine, by race/Hispanic origin, July 2009
                                                                                                                                                                                                                                          • Attitudes towards wine
                                                                                                                                                                                                                                            • Figure 73: Attitude towards fun names and fruit wine, by race/Hispanic origins, July 2009
                                                                                                                                                                                                                                            • Figure 74: Wine and food, by race/Hispanic origin, July 2009
                                                                                                                                                                                                                                            • Figure 75: Factors influencing and impacting the decision to buy wine, by race/Hispanic origin, July 2009
                                                                                                                                                                                                                                          • Mean spending on wine by purpose of consumption
                                                                                                                                                                                                                                            • Figure 76: Mean* spending on wine by purpose of consumption, by race/Hispanic origin, July 2009
                                                                                                                                                                                                                                          • Hispanics are more price-sensitive than the average during the recession in the wine market
                                                                                                                                                                                                                                            • Figure 77: Impact on wine buying and drinking of economy, perceptions of status, and environment, by race/Hispanic origin, July 2009
                                                                                                                                                                                                                                        • Cluster Analysis

                                                                                                                                                                                                                                            • Frequent friends and family
                                                                                                                                                                                                                                              • Who they are
                                                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                                                  • Unpretentious and barless
                                                                                                                                                                                                                                                    • Who they are
                                                                                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                                                                                        • Budgeting loyalists
                                                                                                                                                                                                                                                          • Who they are
                                                                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                                                                              • Cluster characteristics
                                                                                                                                                                                                                                                                • Figure 78: Wine drinker clusters, July 2009
                                                                                                                                                                                                                                                                • Figure 79: Attitudes towards wine and health perception, wine and food, by wine drinker clusters, July 2009
                                                                                                                                                                                                                                                                • Figure 80: Attitudes towards cost vs. quality of wine, by wine drinker clusters, July 2009
                                                                                                                                                                                                                                                                • Figure 81: Factors influencing and impacting the decision to buy wine and Impact on wine buying and drinking of economy, perceptions of status, and environment, by wine drinker clusters, July 2009
                                                                                                                                                                                                                                                                • Figure 82: Type of packaging in which wine is bought, by wine drinker clusters, July 2009
                                                                                                                                                                                                                                                                • Figure 83: Occasions or places to drink wine, by wine drinker clusters, July 2009
                                                                                                                                                                                                                                                                • Figure 84: Retailer type where wine is bought, by wine drinker clusters, July 2009
                                                                                                                                                                                                                                                              • Demographic tables:
                                                                                                                                                                                                                                                                • Figure 85: Wine drinker clusters, by gender, July 2009
                                                                                                                                                                                                                                                                • Figure 86: Wine drinker clusters, by age, July 2009
                                                                                                                                                                                                                                                                • Figure 87: Wine drinker clusters, by household income, July 2009
                                                                                                                                                                                                                                                                • Figure 88: Wine drinker clusters, by race, July 2009
                                                                                                                                                                                                                                                                • Figure 89: Wine drinker clusters, by Hispanic origin, July 2009
                                                                                                                                                                                                                                                              • Cluster methodology:
                                                                                                                                                                                                                                                              • Custom Consumer Groups

                                                                                                                                                                                                                                                                • Affluent Suburbia: Who are they?
                                                                                                                                                                                                                                                                  • America’s wealthiest exhibit the highest consumption of wine
                                                                                                                                                                                                                                                                    • Differences within the groups of affluent suburbia
                                                                                                                                                                                                                                                                        • Figure 90: Consumption of wine, domestic/imported and color, among Mosaic group affluent suburbia, February 2008-March 2009
                                                                                                                                                                                                                                                                      • Unacculturated Hispanics prefer Spanish wine; offer opportunity to increase consumer base for domestic wine
                                                                                                                                                                                                                                                                          • Figure 91: Consumption of wine, domestic/imported and country of origin among Hispanics, by country of origin and by language spoken at home, February 2008-March 2009
                                                                                                                                                                                                                                                                        • Wine makers need to target young men—aged 21-34—to generate loyalty at older age
                                                                                                                                                                                                                                                                            • Figure 92: Consumption of wine (by color and origin) versus other alcoholic beverages, by age and gender, February 2008-March 2009
                                                                                                                                                                                                                                                                          • Wine consumption varies among different races within different age groups
                                                                                                                                                                                                                                                                              • Figure 93: Consumption of wine versus other alcoholic beverages, by age and Hispanic origin, February 2008-March 2009
                                                                                                                                                                                                                                                                          • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                            • Consumption of domestic wine by type
                                                                                                                                                                                                                                                                              • Figure 94: Domestic table wine consumption by type, by household income, February 2008-March 2009
                                                                                                                                                                                                                                                                            • Consumption of imported wine by country of origin
                                                                                                                                                                                                                                                                              • Figure 95: Imported table wine consumption by country of origin, by gender, February 2008-March 2009
                                                                                                                                                                                                                                                                              • Figure 96: Imported table wine consumption by country of origin, by age, February 2008-March 2009
                                                                                                                                                                                                                                                                            • Choice of retail channels
                                                                                                                                                                                                                                                                              • Figure 97: Retailer type where wine is bought, by household income, July 2009
                                                                                                                                                                                                                                                                            • Occasions or places to drink wine
                                                                                                                                                                                                                                                                              • Figure 98: Occasions or places to drink wine, by household income, July 2009
                                                                                                                                                                                                                                                                            • Health perception of wine
                                                                                                                                                                                                                                                                              • Figure 99: Health perception of wine, by gender, July 2009
                                                                                                                                                                                                                                                                            • Decision-driving attributes
                                                                                                                                                                                                                                                                              • Figure 100: Factors influencing and impacting the decision to buy wine, by household income, July 2009
                                                                                                                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                                                                            • American Beverage Licensees
                                                                                                                                                                                                                                                                            • Banfi Vintners
                                                                                                                                                                                                                                                                            • Banrock Station
                                                                                                                                                                                                                                                                            • Beringer Vineyards
                                                                                                                                                                                                                                                                            • Best Buy stores (USA)
                                                                                                                                                                                                                                                                            • BJ's Wholesale Club, Inc
                                                                                                                                                                                                                                                                            • Bronco Wine Co.
                                                                                                                                                                                                                                                                            • Brown-Forman
                                                                                                                                                                                                                                                                            • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                                                                            • Constellation Brands, Inc.
                                                                                                                                                                                                                                                                            • Constellation Wines
                                                                                                                                                                                                                                                                            • Costco Wholesale Corporation
                                                                                                                                                                                                                                                                            • E.&J. Gallo Winery
                                                                                                                                                                                                                                                                            • F. Korbel & Bros. Inc.
                                                                                                                                                                                                                                                                            • Food and Drug Administration
                                                                                                                                                                                                                                                                            • Food Marketing Institute
                                                                                                                                                                                                                                                                            • Fortune Brands, Inc.
                                                                                                                                                                                                                                                                            • Foster's Wine Estates Americas
                                                                                                                                                                                                                                                                            • Fresh & Easy
                                                                                                                                                                                                                                                                            • Greenfield Online
                                                                                                                                                                                                                                                                            • Kmart Corporation
                                                                                                                                                                                                                                                                            • Maytag Corporation
                                                                                                                                                                                                                                                                            • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                                                                                                                                                                                            • National Association of Beverage Retailers (NABR)
                                                                                                                                                                                                                                                                            • National Restaurant Association (NRA)
                                                                                                                                                                                                                                                                            • Palm Bay Imports Inc.
                                                                                                                                                                                                                                                                            • Reuters Group PLC
                                                                                                                                                                                                                                                                            • Robert Mondavi Corporation, The
                                                                                                                                                                                                                                                                            • Safeway Inc
                                                                                                                                                                                                                                                                            • SAM's Club
                                                                                                                                                                                                                                                                            • Starbucks Corporation
                                                                                                                                                                                                                                                                            • Target Corporation
                                                                                                                                                                                                                                                                            • The Wine Group, Inc.
                                                                                                                                                                                                                                                                            • Trader Joe's Company Inc
                                                                                                                                                                                                                                                                            • Trinchero Family Estates
                                                                                                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                            • U.S. Bureau of the Census
                                                                                                                                                                                                                                                                            • U.S. Department of Agriculture
                                                                                                                                                                                                                                                                            • University of Michigan, The
                                                                                                                                                                                                                                                                            • US Department of Commerce
                                                                                                                                                                                                                                                                            • W. J. Deutsch and Sons Ltd.
                                                                                                                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                                                                                                                            • Whole Foods Market Inc
                                                                                                                                                                                                                                                                            • Wine and Spirits Wholesalers of America
                                                                                                                                                                                                                                                                            • Wine Institute (The)
                                                                                                                                                                                                                                                                            • Wine Market Council (The)

                                                                                                                                                                                                                                                                            Wine - US - October 2009

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