Wine - US - October 2011
In 2011, the wine market exhibited small growth of 0.9%. The market has experienced a slowdown in growth since 2006, which could be attributed to the recession where wine has suffered in on-premise channels. In contrast, domestic wine has fared well as the “buy local” trend becomes more popular due to budget constraints, as well as low-carbon footprints of the product. This report provides an up-close look at these factors and other issues in the wine market, including:
- Wine consumption trends among adults
- Domestic wine performance compared to imported wine performance
- How age, gender, household income and ethnicity affect wine preferences, particularly among the key groups of Millennials, older adults and affluent households
- Types of advertising and other promotional strategies, both traditional and online/mobile
- Wine drinkers’ interest in different types of wine packaging
- Wine drinkers’ attitudes toward wine attributes such as sophistication, quality, fun factor and value for money, from different countries
- The most popular price segment for wine drinkers
- The role of wine on-premise and in various retail channels, including the highly restrictive and limited ecommerce market
- Consumers’ attitudes toward pricing and marketing
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