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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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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
                    • 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

                                                                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                                                                              • 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)

                                                                                                                                                                                                                                                                              Wine - US - October 2011

                                                                                                                                                                                                                                                                              £2,684.63 (Excl.Tax)