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- Wine - US - October 2011
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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
Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Wine sales slow down due to the impact of the economy
Domestic wines grow at the expense of imported wines
Off-premise channels gain; on-premise sales remain challenged
E.&J. Gallo continues to be the topmost wine producer
The online market is limited
Wine consumption remains stable during 2006-11
Chardonnay is the most popular white wine; merlot tops in red wine
Wine drinkers show low interest in nontraditional packaging
Insights and Opportunities
Winning and losing with new selling formats
Supermarket wine kiosks
Hyatt’s better notion
Starbucks’ winners and losers
The Whole wine question
Inspire Insights
Inspire Trend: “Snack Society”
Inspire Trend: “Eco and Ego”
Market Size and Forecast
Key points
U.S. wine growth continues, albeit at a slower rate
Sales and forecast of wine
Figure 1: Total* U.S. dollar sales and forecast of wine**, at current prices, 2006-16
Figure 2: Total* U.S. dollar sales and forecast of wine**, at inflation-adjusted prices, 2006-16
Figure 3: Total U.S. volume* sales of wine, 2006-11
Fan chart forecast
Figure 4: Fan chart forecast of total U.S. retail sales of wine, at current prices, 2006-16
Market Drivers
Challenging economy beleaguers wine
Figure 5: Gross domestic product
(Un)employment
Figure 6: Percentages of unemployed adults aged 16+, 2001-11
Figure 7: Unemployment status (seasonally adjusted) among civilian non-institutional population, by age, gender, and race/Hispanic origin, September 2010-September 2011
Baby Boomers and Millennials embrace wine
Figure 8: U.S. population aged 21 or older, 2006-16
Ethnic wine drinkers
Figure 9: Incidence of drinking domestic wine among Hispanics, by languages spoken, February 2010-March 2011
Figure 10: Hispanics who drink imported wine, by languages spoken, February 2010-March 2011
Figure 11: Population aged 21 or older, by race and Hispanic origin, 2006-16
Control state stores and privatization
Figure 12: Control States
Competitive Context
Wine outpaces beer and sprits
Figure 13: Trends in table wine consumption versus other alcoholic beverages, January 2006-March 2011
Figure 14: wine consumption in the U.S.
Down Under, overproduced
Segment Performance
Total volume sales of wine, by segment
Figure 15: U.S. volume sales of wine, by segment, 2006-11
Figure 16: U.S. volume sales of wine, by segment, 2009 and 2011
Segment Performance—Domestic Wine
Key points
Chardonnay leads table wine
Figure 17: U.S. volume sales of domestic wine, 2006-11
Figure 18: U.S. volume sales of domestic table wine, 2006-11
Sparkling for every day
Figure 19: U.S. volume sales of domestic sparkling wine, 2006-11
Dessert and fortified wines decline
Figure 20: U.S. volume sales of domestic dessert and fortified wine, 2006-11
Vermouth is flat
Figure 21: U.S. volume sales of domestic vermouth/aperitif, 2006-11
Segment Performance—Imported Wine
Key points
Import performance is mixed
Figure 22: U.S. volume sales of imported wine, 2006-11
Figure 23: U.S. volume sales of imported table wine, 2006-11
Champagne and sparkling wine
Figure 24: U.S. volume sales of imported Champagne and sparkling wine, 2006-11
Saké buoys imported dessert, fortified wines
Figure 25: U.S. volume sales of imported dessert and fortified wine, 2006-11
Vermouths, aperitifs down
Figure 26: U.S. volume sales of imported vermouth/aperitif, 2006-11
Retail Channels—On-premise
Key points
Off-premise trumps on-premise
Figure 27: Total U.S. on-premise* dollar sales and forecast of wine, at current prices, 2006-16
Figure 28: Total U.S. off-premise dollar sales and forecast of wine, at current prices, 2006-16
Wine, the priciest option
Inventory management
Figure 29: Alcoholic beverage consumption, by beverage type and channel, December 2010
Types of wine consumed
Figure 30: Top 10 alcoholic beverages, by incidence, Q4 2007-Q4 2010
Local wines
Fine dining fights back
Casual restaurants
Retail Channels–Off-premise
Specialty stores
Figure 31: Retail channel choice to purchase wine, July 2011
Grocery stores
Figure 32: U.S. supermarket wine sales, 2006-11
Convenience stores
Drug stores
Figure 33: drug store wine sales, 2006-11
Warehouse clubs
The online market is limited
A boom for wineries
Companies and Brands
Key points
Figure 34: Wine sales of leading companies, by volume, 2009 and 2010
Brand Share—Domestic Table Wine
Key points
Value versus high end
California wines dominate
Domestic table wine brand performance
Shoes off to E.&J. Gallo
The Wine Group’s Fish Eye and Cupcake are top performers
Bronco’s Two Buck Chuck declines
Constellation Brands improves financial position
Trinchero brands grow
Treasury’s first-year challenges
Figure 35: U.S. domestic table wine brand sales by volume, 2009 and 2010
Domestic sparkling wine
Figure 36: U.S. domestic sparkling wine brand sales by volume, 2009 and 2010
Dessert and fortified wines decline
Figure 37: U.S. domestic dessert and fortified wine brand sales by volume, 2009 and 2010
Gallo vermouth dominates
Figure 38: U.S. domestic vermouth/aperitif brand sales by volume, 2009 and 2010
Brand Share—Imported Wine
Key points
Italy dominates imports
Imported table wine brand performance
Deutsch’s Yellow Tail isn’t wagging
Banfi Vintners’ sales are flat
Palm Bay’s Santa Rita grows
Treasury notes
Constellation’s ups and downs
Figure 39: U.S. imported table wine brand sales by volume, 2009 and 2010
Verdi Spumante dominates Champagne
Figure 40: U.S. imported Champagne and sparkling wine brand sales by volume, 2009 and 2010
More interest in Port, sherry, and saké
High-end sherry imports grow
Japanese drink less saké
Figure 41: U.S. imported dessert and fortified wine brand sales by volume, 2009 and 2010
Imported vermouth and aperitifs
Figure 42: U.S. imported vermouth/aperitif brand sales by volume, 2009 and 2010
Private Label Trends
On-premise house wines
No price competition
Figure 43: Hyatt private label
Off-premise private labels
Supermarkets
Convenience stores
Other channels
Innovations and Innovators
Product claims decline in 2010
Consumers rebuff convenient packaging
Figure 44: Top 10 claims in new wine products, 2010* and 2011*
Emphasis on country of origin
Wine with a hint of fruity, floral notes
Limited edition
Organic maintains momentum
Wines with a good cause
Wine blends
Marketing Strategies
Figure 45: wine ad spending by media, 2009-10
Wine as a “group thing”
Television
Figure 46: top 10 broadcast TV advertisers
“Millennial” brands on TV
Figure 47: Cupcake, TV ad, 2010
Figure 48: Freixenet, TV ad, 2010
Figure 49: Simply Naked, TV ad, 2010
“Traditional” brands
Figure 50: Jacob’s Creek, TV ad, 2011
Figure 51: San Giuseppe Wines, TV ad, 2011
Billboards
Figure 52: Barefoot cellars’ trash ad
Online promotions
Social media and Millennials
Does social media drive sales?
Specialty retailers
Wine suppliers
Mobile marketing
On-premise iPad wine lists
The Consumer—Usage, Frequency of Use
Key points
Wine versus other alcoholic beverages
Figure 53: Table wine consumption versus other alcoholic beverages, by gender, February 2010-March 2011
Figure 54: Table wine consumption versus other alcoholic beverages, by age, February 2010-March 2011
Trends in wine consumption
Figure 55: Trends in table, sparkling, dessert wine consumption, January 2006-March 2011
More women than men consume wine
Figure 56: Personal consumption of wine, by gender, February 2010-March 2011
Figure 57: Consumption of domestic wine by type, by gender, February 2010-March 2011
Figure 58: Average volume consumption of different types of wine, by gender, February 2010-March 2011
Wine Purchase Behavior: Type and Varietal
Key points
Favorite white wines
Figure 59: Wine purchase behavior for white wine varietals, July 2011
Favorite red wines
Figure 60: Wine purchase behavior for red wine varietals, July 2011
Wines Consumed by Brand, Country
Key points
Value brands dominate domestics and imports
Favorite domestic wine brands
Figure 61: Consumption of domestic wine by brands with at least 7% penetration, by gender, February 2010-March 2011
Wine consumption by country of origin
Figure 62: Consumption of imported wine by country of origin, by gender, February 2010-March 2011
Favorite imported brands
Figure 63: Consumption of imported wine by at least 7% brand penetration, by gender, February 2010-March 2011
Favorite brands of sparkling and other wines
Figure 64: Consumption of Champagne and sparkling wine by at least 9% brand penetration (domestic and imported), by gender, February 2010-March 2011
Figure 65: Consumption of Port, sherry, and dessert wine (domestic and imported) by at least 7% brand penetration, by gender, February 2010-March 2011
Impact of Age on Wine Consumption
Key points
Older adults and Millennials
Figure 66: Personal consumption of wine, by age, February 2010-March 2011
Frequency and amount consumed
Figure 67: Average volume consumption of different types of wine, by age, February 2010-March 2011
Types of wine, by age
Figure 68: Consumption of domestic wine by type, by age, February 2010-March 2011
Lower-priced wines dominate
Convenience store wines
Figure 69: Consumption of domestic wine by top brands, by age, February 2010-March 2011
Country versus brand
Millennials drink French wine
Figure 70: Consumption of imported wine by country of origin, by age, February 2010-March 2011
Figure 71: Consumption of imported wine by at least 7% brand penetration, by age, February 2010-March 2011
Impact of Household Income
Key points
Nuances of wine and income
Restaurants
Figure 72: Personal consumption of wine, by household income, February 2010-March 2011
Figure 73: Average volume consumption of different types of wine, by household income, February 2010-March 2011
Domestic wine types and brands
Figure 74: Consumption of domestic wine by type, by household income, February 2010-March 2011
Figure 75: Consumption of domestic wine brand, by at least 7% usage, by household income, February 2010-March 2011
Imported wines and brands
Figure 76: Consumption of imported wine by country of origin, by household income, February 2010-March 2011
Figure 77: Consumption of imported wine by at least 7% brand penetration, by household income, February 2010-March 2011
Impact of Region on Wine Consumption
Key points
The Grapey Northeast
Exceptions on the income front
Top metro areas
Other variables
Figure 78: Personal consumption of wine, by region, February 2010-March 2011
Figure 79: Average volume consumption of different types of wine, by region, February 2010-March 2011
Wine—Important Influences and Attitudes
Key points
Influencing decisions
Organic/trade certified
Figure 80: Importance of various attributes when buying wine, by gender, July 2011
Figure 81: Importance of various attributes when buying wine, by age, July 2011
Confidence versus income
Figure 82: Importance of various attributes when buying wine, by household income, July 2011
Attitudes regarding price and value
Affluent wine drinkers
Figure 83: Attitudes toward price, quality, packaging, and domestic vs. imported, by age, July 2011
Figure 84: Attitudes toward price, quality, packaging, and domestic vs. imported, by household income, July 2011
Low interest in alternative packaging
Figure 85: Wine purchase by packaging type, by age, July 2011
Figure 86: Wine purchase by packaging type, by household income, July 2011
Quality and value of country of origin
Figure 87: Opinion about quality, sophistication, fun, and value of wine from different countries, by July 2011
Impact of Race and Hispanic Origin
Key points
Consumption patterns
Overlooked ethnic groups
Figure 88: Table wine consumption versus other alcoholic beverages, by race/Hispanic origin, February 2010- March 2011
Figure 89: Personal consumption of wine, by race/Hispanic origin, February 2010-March 2011
Figure 90: Average volume consumption of different types of wine, by race/Hispanic origin, February 2010-March 2011
Types of wine consumed
Figure 91: Consumption of domestic wine by type, by race/Hispanic origin, February 2010-March 2011
Favorite domestic and imported brands
Figure 92: Consumption of domestic wine by top brands, by race/Hispanic origin, February 2010-March 2011
Figure 93: Consumption of imported wine by at least 7% brand penetration, by race/Hispanic origin, February 2010-March 2011
Custom Consumer Groups
Key points
Wine purchasing by type and price range
Figure 94: Wine purchase by type and most often used price range, February 2010-March 2011
Experian Simmons consumer segmentation findings
Retail shopper segmentation
Figure 95: Personal consumption of wine, by retail shopping segment, February 2010-March 2011
Figure 96: Consumption of domestic wine by type, by retail shopping segment, February 2010-March 2011
Figure 97: Consumption of imported wine by country of origin, by retail shopping segment, February 2010-March 2011
Economic outlook segmentation
Figure 98: Personal consumption of wine, by economic outlook segment, February 2010-March 2011
Figure 99: Consumption of domestic wine by type, by economic outlook segment, February 2010-March 2011
Figure 100: Consumption of imported wine by country of origin, by economic outlook segment, February 2010-March 2011
Health and wellbeing segmentation
Figure 101: Personal consumption of wine, by health and wellbeing segment, February 2010-March 2011
Figure 102: Consumption of domestic wine by type, by health and wellbeing segment, February 2010-March 2011
Figure 103: Consumption of imported wine by country of origin, by health and wellbeing segment, February 2010-March 2011
Cluster Analysis
Persnickety Palates
Demographics
Characteristics
Opportunity
Apprentice Connoisseurs
Demographics
Characteristics
Opportunity
Bargain Shoppers
Demographics
Characteristics
Opportunity
Cluster characteristic tables
Figure 104: Wine consumer clusters, July 2011
Figure 105: Incidence of drinking different types of wine, by wine consumer clusters, July 2011
Figure 106: Attitude toward wine, by wine consumer clusters, July 2011
Figure 107: Importance of wine attributes in making purchase decision, by wine consumer clusters, July 2011
Figure 108: Wine purchase by packaging type, by wine consumer clusters, July 2011
Figure 109: Wine purchase by price range, by wine consumer clusters, July 2011
Cluster demographic tables
Figure 110: Wine consumer clusters, by gender, July 2011
Figure 111: Wine consumer clusters, by age, July 2011
Figure 112: Wine consumer clusters, by household income, July 2011
Figure 113: Wine consumer clusters, by race, July 2011
Figure 114: Wine consumer clusters, by Hispanic origin, July 2011
Figure 115: Wine consumer clusters, by education, July 2011
Figure 116: Wine consumer clusters, by employment, July 2011
Cluster methodology
Additional Tables
Wines consumed by brand, country
Figure 117: Consumption of Champagne and sparkling wine by at least 9% brand penetration, by age, February 2010-March 2011
Figure 118: Consumption of Port, sherry, and dessert wine by at least 7% brand penetration, by age, February 2010-March 2011
Figure 119: Consumption of Champagne and sparkling wine by at least 9% brand penetration, by household income, February 2010-March 2011
Figure 120: Consumption of Port, sherry, and dessert wine by at least 7% brand penetration, by household income, February 2010-March 2011
Wine consumed by region
Figure 121: Consumption of domestic wine by type, by region, February 2010-March 2011
Figure 122: Consumption of domestic wine by top brands, by region, February 2010-March 2011
Figure 123: Consumption of imported wine by country of origin, by region, February 2010-March 2011
Figure 124: Consumption of imported wine by at least 7% brand penetration, by region, February 2010-March 2011
Figure 125: Consumption of Champagne and sparkling wine by at least 9% brand penetration, by region, February 2010-March 2011
Figure 126: Consumption of Port, sherry, and dessert wine by at least 7% brand penetration, by region, February 2010-March 2011
Attributes and attitudes
Figure 127: Attitudes toward price, quality, packaging, and domestic vs. imported, by gender, July 2011
Figure 128: Wine purchase by packaging type, by gender, July 2011
Wine purchases by price range
Figure 129: Wine purchase, by price range, July 2011
Figure 130: Wine purchase by price range wine drinkers use most often, by gender, July 2011
Figure 131: Wine purchase by price range wine drinkers use most often, by age, July 2011
Figure 132: Wine purchase by price range wine drinkers use most often, by household income, July 2011
Attitudes, quality and value
Figure 133: Opinion about quality, sophistication, fun, and value of wine from France, by age, July 2011
Figure 134: Opinion about quality, sophistication, fun, and value of wine from Italy, by age, July 2011
Figure 135: Opinion about quality, sophistication, fun, and value of wine from Argentina, by age, July 2011
Figure 136: Opinion about quality, sophistication, fun, and value of wine from Chile, by age, July 2011
Figure 137: Opinion about quality, sophistication, fun, and value of wine from Australia, by age, July 2011
Figure 138: Opinion about quality, sophistication, fun, and value of wine from New Zealand, by age, July 2011
Figure 139: Opinion about quality, sophistication, fun, and value of wine from California, by age, July 2011
Impact of race/Hispanic origin
Figure 140: Consumption of imported wine by country of origin, by race/Hispanic origin, February 2010-March 2011
Figure 141: Attitudes toward price, quality, packaging, and domestic vs. imported, race/Hispanic origin, July 2011
Figure 142: Consumption of Champagne and sparkling wine by at least 9% brand penetration, by race/Hispanic origin, February 2010-March 2011
Figure 143: Consumption of Port, sherry, and dessert wine by at least 7% brand penetration, by race/Hispanic origin, February 2010-March 2011
Figure 144: Wine purchase by packaging type, by race/Hispanic origin, July 2011
Figure 145: Wine purchase by price range wine drinkers use most often, by race/Hispanic origin, July 2011
Appendix—Trade Associations
- American Beverage Licensees
- American Express Company (The)
- Australian Bureau of Statistics
- Bacardi U.S.A. Inc.
- Banfi Vintners
- Beam Global Spirits & Wine
- Beringer Vineyards
- Brinker International Inc.
- Bronco Wine Co.
- Brown-Forman
- Buffalo Wild Wings Inc.
- Bureau of Economic Analysis
- Charles Jacquin et Cie Inc
- Coca-Cola Company (The) (USA)
- Constellation Brands, Inc.
- Constellation Wines
- Costco Wholesale Corporation
- Darden Restaurants Inc.
- Diageo North America
- Distilled Spirits Council of the United States
- E.&J. Gallo Winery
- Facebook, Inc.
- Forest Stewardship Council
- Formula One Administration Ltd
- Foster's Wine Estates Americas
- Foursquare
- Freixenet USA, Inc.
- Fresh & Easy
- Gallup Organization, The
- General Mills Inc
- Giant Eagle
- Heaven Hill Distilleries Inc.
- Hyatt Corporation
- Kantar Media
- Kendall-Jackson Wine Estates Ltd.
- Kum & Go
- Legal Sea Foods Inc.
- Lehman Brothers Holdings Inc.
- Lettuce Entertain You Enterprises Inc.
- Moët Hennessy USA
- Morton International Inc.
- National Association of Beverage Retailers (NABR)
- National Restaurant Association (NRA)
- Noilly Prat
- Organic Trade Association
- P.F. Chang's China Bistro Inc.
- Palm Bay Imports Inc.
- Pepsi-Cola North America
- Professional Golfers Association
- Research In Motion (USA)
- Robert Mondavi Corporation, The
- Ruby Tuesday Inc.
- SAM's Club
- Starbucks Corporation
- Supervalu Inc
- Telemundo Communications Group, Inc.
- The New York Times Company
- The Wine Group, Inc.
- Trader Joe's Company Inc
- Treasury Wine Estates
- Trinchero Family Estates
- Twitter, Inc.
- U.S. Bureau of Labor Statistics
- U.S. Bureau of the Census
- U.S. Department of Agriculture
- United Supermarkets, Ltd
- Univision Communications Inc.
- US Department of Commerce
- US Department of Labor
- Veuve Clicquot
- Walgreen Co
- Walmart Stores (USA)
- Wegmans Food Markets, Inc
- Whole Foods Market Inc
- William Grant and Sons Distillers Ltd
- Wine America-The National Association of American Wineries
- Wine and Spirits Wholesalers of America
- Wine Institute (The)
- Wine Market Council (The)
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