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Wine - US - October 2014

“While indications point to an advantage for off-premise merchandisers, shifts in the market, including the expansion of sales locations, are making the wine retail landscape increasingly competitive. While this is good news for the category, growing the reach of wine, it’s requiring sellers to adopt more creative sales models.”
– Beth Bloom, Food and Drink Analyst


Some questions answered in this report include:

  • How does wine fare against beer and spirits with consumers?
  • How can wine sellers position products in a way that resonates with consumers?
  • How can wine maintain relevance to consumers across age groups?

Dollar sales of wine grew by 21% between 2009 and 2014. The category is expected to remain a solid performer, with Mintel forecasting gains of 16% through 2019. The slowing pace of growth predicted stems largely from an expanding consumer base less loyal to wine, and more willing to try different types of alcohol. Unlike other alcohol types, wine benefits from its appeal across age groups. However, outreach to shoppers of different ages must be targeted to the unique needs of the individuals. This report builds on the analysis presented in Mintel’s Wine – US, October 2013.

This report includes retail sales for domestic and imported wine for home (off-premise) and on-premise consumption. The report covers the following types of wine:

  • Still/table wine – non-carbonated wine; primarily red, white, or rosé/blush
  • Champagne and sparkling wines
  • Dessert and fortified wines
  • Vermouth and aperitifs

Sales of wine-based coolers are extremely low and declining. These account for less than 1% of sales by value or volume. Although they are included in the dollar sales data, they are not discussed in this report. They are covered in Mintel’s RTD Alcoholic Beverages – US, December 2014.

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Table of contents

  1. Scope and Themes

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

                    • The market
                      • Dollar sales of wine increase by 21% from 2009-14
                        • Figure 1: Total US retail sales and forecast of wine, at current prices, 2009-19
                      • Leading companies
                        • E. & J. Gallo Winery and Constellation Brands comprise a third of MULO sales
                          • Figure 2: MULO sales of wine, by leading companies (top five), rolling 52 weeks 2013 and 2014 ($millions)
                        • Segment performance
                          • Champagne/sparkling leads growth, remains fraction of total sales
                            • Figure 3: US volume sales of wine, by segment, 2009-14
                          • The consumer
                            • Wine faces competition from other alcoholic beverages
                              • Figure 4: Alcoholic beverage purchases, by generations – any consumption, February 2014
                            • Sparkling wine/Champagne popular among young drinkers, table wine holds attention
                              • Figure 5: Type of wine consumed, by age, August 2014
                            • What we think
                            • Issues and Insights

                                • How does wine fare against beer and spirits with consumers?
                                  • Issue
                                    • Insight: Wine can use the popularity of alcohol consumption as a springboard
                                      • How can wine sellers position products in a way that resonates with consumers?
                                        • Issue
                                          • Insight: The category can take ownership of its strengths, and move into the future
                                            • How can wine maintain relevance to consumers across age groups?
                                              • Issue
                                                • Insight: Hone the breadth of the category with a targeted focus
                                                • Trend Applications

                                                    • Trend: Life – An Informal Affair
                                                      • Trend: Secret, Secret
                                                        • Trend: Sense of the Intense
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Sales and forecast of wine
                                                              • Figure 6: Total US retail sales and forecast of wine, at current prices, 2009-19
                                                              • Figure 7: Total US retail sales and forecast of wine, at inflation-adjusted prices, 2009-19
                                                            • Total US volume sales of wine
                                                              • Figure 8: Total US volume sales of wine, 2009-14
                                                            • Continued growth projected, but at a slower pace
                                                              • Figure 9: Total US retail sales and forecast of wine, at current prices, 2009-19
                                                            • Forecast methodology
                                                            • Market Factors

                                                              • Wine market fares well
                                                                • Wine maintains a small advantage over other alcohol types
                                                                  • Figure 10: Alcoholic beverage purchases, by generations – any consumption, February 2014
                                                                  • Figure 11: Wine-related statements (competitive), by age, August 2014
                                                                • Expanding casual wine offerings may increase consumption
                                                                  • Figure 12: Agreement with attitudes toward wine (occasion), by age, August 2014
                                                                  • Figure 13: Alcoholic beverage purchases, by usage of wine– any consumption, February 2014
                                                                  • Figure 14: Wine-related statements (competitive), by type of wine consumed, August 2014
                                                                • Wine has health advantage over other alcohol types
                                                                  • Figure 15: Agreement with attitudes toward wine (health), by age, August 2014
                                                              • Segment Performance

                                                                • Key points
                                                                  • Champagne/sparkling wine continues to lead growth
                                                                    • Figure 16: US volume sales of wine, by segment, 2009-14
                                                                  • Imports see losses
                                                                    • Figure 17: US volume sales of wine, by origin, 2009-14
                                                                  • Domestics make up 78% of table wine market
                                                                    • Figure 18: US volume sales of table wine, by origin, 2009-14
                                                                  • Imports gain share on domestic sparkling
                                                                    • Figure 19: US volume sales of Champagne/sparkling wine, by origin, 2009-14
                                                                  • Domestics dominate dessert/fortified wine
                                                                    • Figure 20: US volume sales of dessert and fortified wine, by origin, 2009-14
                                                                  • Domestics/imports split vermouth/aperitif share
                                                                    • Figure 21: US volume sales of vermouth and aperitif, by origin, 2009-14
                                                                • Sales Channels

                                                                  • Key points
                                                                    • Off-premise continues to outperform on-premise
                                                                      • Figure 22: US volume sales of wine, by channel, at current prices, 2009-14
                                                                      • Figure 23: Alcoholic beverages where consumed – Wine, by age, January 2013-March 2014
                                                                    • Wine fights for shelf space off-premise
                                                                      • Whole Foods Market focuses on education and convenience
                                                                        • Kroger recognized for expanding accessibility
                                                                          • Walmart seeks the advantage through exclusive offerings
                                                                            • Young shoppers more interested in taste descriptors than varietal
                                                                                • Figure 24: Purchase drivers, by age, August 2014
                                                                              • Limited shelf space may benefit online sales
                                                                                • Club W targets younger drinkers
                                                                                  • Tasting Room aims to limit the risk
                                                                                    • On-premise sales could benefit from offers of exclusivity and inclusivity
                                                                                      • Give them something they can’t get anywhere else
                                                                                        • …or extend access to the masses
                                                                                        • Leading Companies and Brand Analysis

                                                                                          • Key points
                                                                                            • Two companies comprise a third of MULO sales of wine
                                                                                                • Figure 25: MULO sales of wine, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                              • Gallo and Constellation lead MULO sales of domestic table wine
                                                                                                • MULO sales of domestic table wine
                                                                                                  • Figure 26: MULO sales of domestic table wine, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                • Deutsch Family brands top MULO sales of imported table wine
                                                                                                  • MULO sales of imported table wine
                                                                                                    • Figure 27: MULO sales of imported table wine, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                  • Gallo comprises nearly a quarter of sherry/vermouth/Champagne sales at MULO
                                                                                                    • MULO sales of sherry/vermouth/Champagne
                                                                                                      • Figure 28: MULO sales of sherry/vermouth/Champagne, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                  • Innovations and Innovators

                                                                                                    • Ethical claims lead among product launches
                                                                                                      • Figure 29: Wine launches, by top 10 product claims, 2010-14
                                                                                                      • Figure 30: Union Wine Company, “Relationship Problems,” YouTube Video, September 2014
                                                                                                    • Range extensions rise as new products slump
                                                                                                      • Figure 31: Wine launches, by launch type, 2010-14
                                                                                                    • Seasonal claims take aim at holiday buyers
                                                                                                      • Food pairings target casual meal occasions
                                                                                                      • Wine Consumption

                                                                                                        • Key points
                                                                                                          • Seven in 10 consumers aged 22+ drink wine at home
                                                                                                            • More than half of 25-34s drink wine at least once a week
                                                                                                              • Figure 32: Frequency of wine consumption, by age, August 2014
                                                                                                              • Figure 33: Domestic dinner/table wine (excluding vermouth), January 2013-March 2014
                                                                                                              • Figure 34: Imported dinner/table wines (excluding vermouth), January 2013-March 2014
                                                                                                              • Figure 35: Champagne and sparkling wines, January 2013-March 2014
                                                                                                              • Figure 36: Port, sherry, and dessert wines, January 2013-March 2014
                                                                                                            • More than half of HHs earning $150K+ drink wine weekly
                                                                                                              • Figure 37: Frequency of wine consumption, by household income, August 2014
                                                                                                            • More than two thirds of sparkling drinkers drink wine weekly
                                                                                                              • Figure 38: Frequency of wine consumption, by type of wine consumed, August 2014
                                                                                                            • Red wine most popular among men
                                                                                                              • Figure 39: Type of wine consumed, by gender, August 2014
                                                                                                              • Figure 40: Domestic dinner/table wine (excluding vermouth), by gender, January 2013-March 2014
                                                                                                            • Nearly one third of men look for wine heritage
                                                                                                              • Figure 41: Agreement with attitudes toward wine (type), by gender, August 2014
                                                                                                            • Nearly half of 25-34s drink sparkling wine/Champagne
                                                                                                              • Figure 42: Type of wine consumed, by age, August 2014
                                                                                                              • Figure 43: Domestic dinner/table wine (excluding vermouth), by age, January 2013-March 2014
                                                                                                            • Sweet flavors resonate with young drinkers
                                                                                                              • Figure 44: Wine-related statements (type), by age, August 2014
                                                                                                            • Young consumers say wine represents them
                                                                                                                • Figure 45: Agreement with attitudes toward wine (type), by age, August 2014
                                                                                                              • Champagne prices lower earners out of the market
                                                                                                                • Figure 46: Type of wine consumed, by household income, August 2014
                                                                                                                • Figure 47: Domestic dinner/table wine (excluding vermouth), by household income, January 2013-March 2014
                                                                                                                • Figure 48: Imported dinner/table wines (excluding vermouth), by household income, January 2013-March 2014
                                                                                                              • Frequent drinkers say wine represents them
                                                                                                                • Figure 49: Agreement with attitudes toward wine (type), by consumption frequency, August 2014
                                                                                                              • Champagne drinkers are image conscious
                                                                                                                • Figure 50: Agreement with attitudes toward wine (type), by type of wine consumed, August 2014
                                                                                                              • High earners open to domestic
                                                                                                                • Figure 51: Domestic dinner/table wine (excluding vermouth), by household income, January 2013-March 2014
                                                                                                            • Purchase Location and Trial

                                                                                                              • Key points
                                                                                                                • Supermarkets rule, 25-34s most flexible
                                                                                                                  • Figure 52: Purchase location, by age, August 2014
                                                                                                                • Young respondents are primed for wine trial
                                                                                                                  • Figure 53: Wine-related statements (trial), by age, August 2014
                                                                                                                • In-store trial might attract lower earners
                                                                                                                  • Figure 54: Wine-related statements (trial), by household income, August 2014
                                                                                                                • Club stores a go-to for Champagne/sparkling wine buyers
                                                                                                                  • Figure 55: Purchase location, by type of wine consumed, August 2014
                                                                                                                • Wine sellers can guide newbie users
                                                                                                                  • Figure 56: Agreement with attitudes toward wine (trial), by consumption frequency, August 2014
                                                                                                                • Ratings appreciated by supermarket shoppers
                                                                                                                  • Figure 57: Purchase location, by purchase drivers (1 of 2), August 2014
                                                                                                                  • Figure 58: Purchase location, by purchase drivers (2 of 2), August 2014
                                                                                                              • Purchase Price

                                                                                                                • Key points
                                                                                                                  • Wine buyers spend more on others than on themselves
                                                                                                                    • Figure 59: Purchase price, by occasion, August 2014
                                                                                                                  • Young men spend most on selves/others, women/seniors are thrifty
                                                                                                                    • Figure 60: Average purchase price, by gender and age, August 2014
                                                                                                                    • Figure 61: Agreement with attitudes toward wine (price), by gender and age, August 2014
                                                                                                                  • One third of low earners spend less than $10/bottle on themselves
                                                                                                                    • Figure 62: Purchase price for drinking alone at home, by household income, August 2014
                                                                                                                    • Figure 63: Average purchase price, by household income, August 2014
                                                                                                                  • Frequent drinkers invest a bit more in themselves
                                                                                                                    • Figure 64: Purchase price for drinking alone at home, by consumption frequency, August 2014
                                                                                                                    • Figure 65: Agreement with attitudes toward wine (price), by consumption frequency, August 2014
                                                                                                                  • Specialty positioning may warrant higher spend
                                                                                                                    • Figure 66: Purchase price for drinking alone at home, by type of wine consumed, August 2014
                                                                                                                • Wine Packaging

                                                                                                                  • Key points
                                                                                                                    • Nearly one quarter of 25-34s drink small formats
                                                                                                                      • Figure 67: Format of wine consumed, by age, August 2014
                                                                                                                      • Figure 68: Wine-related statements (packaging), by age, August 2014
                                                                                                                    • Younger drinkers open to alternative formats
                                                                                                                      • Figure 69: Agreement with attitudes toward wine (packaging), by age, August 2014
                                                                                                                    • Middle income earners most interested in innovation
                                                                                                                      • Figure 70: Agreement with attitudes toward wine (packaging), by household income, August 2014
                                                                                                                    • Room exists to promote smaller sizes among singles, groups
                                                                                                                      • Figure 71: Format of wine consumed, by household size, August 2014
                                                                                                                    • Boxed wine might be a good option for frequent drinkers
                                                                                                                      • Figure 72: Format of wine consumed, by consumption frequency, August 2014
                                                                                                                      • Figure 73: Agreement with attitudes toward wine (packaging), by consumption frequency, August 2014
                                                                                                                    • Smaller formats may extend sparkling wine/Champagne usage occasion
                                                                                                                      • Figure 74: Format of wine consumed, by type of wine consumed, August 2014
                                                                                                                      • Figure 75: Wine-related statements (packaging), by type of wine consumed, August 2014
                                                                                                                  • Impact of Race and Hispanic Origin

                                                                                                                    • Key points
                                                                                                                      • Home consumption should be the area of focus among Hispanics
                                                                                                                        • Figure 76: Frequency of wine consumption, by race/Hispanic origin, August 2014
                                                                                                                      • …especially higher income earning Hispanics
                                                                                                                        • Figure 77: Frequency of wine consumption, by Hispanic origin and household income, August 2014
                                                                                                                      • More than half of Hispanics aged 22-44 drink wine at home at least once a week
                                                                                                                        • Figure 78: Frequency of wine consumption, by Hispanic origin and age, August 2014
                                                                                                                        • Figure 79: Domestic dinner/table wine (excluding vermouth), by Hispanic and age, January 2013-March 2014
                                                                                                                      • Hispanics are significantly more likely to buy wine at club and mass outlets
                                                                                                                        • Figure 80: Purchase location, by race/Hispanic origin, August 2014
                                                                                                                      • …especially young Hispanics
                                                                                                                        • Figure 81: Purchase location, by Hispanic origin and age, August 2014
                                                                                                                      • Hispanics tie price to quality
                                                                                                                        • Figure 82: Agreement with attitudes toward wine (price), by race/Hispanic origin, August 2014
                                                                                                                      • Hispanics spend more than others on wine for personal home consumption
                                                                                                                        • Figure 83: Purchase price for drinking alone at home, by race/Hispanic origin, August 2014
                                                                                                                      • Hispanics prefer products with heritage
                                                                                                                        • Figure 84: Agreement with attitudes toward wine (type), by race/Hispanic origin, August 2014
                                                                                                                    • Cluster Analysis

                                                                                                                        • Cluster 1: In Moderation
                                                                                                                          • Demographics
                                                                                                                            • Characteristics
                                                                                                                              • Opportunity
                                                                                                                                • Cluster 2: I Got This
                                                                                                                                  • Demographics
                                                                                                                                    • Characteristics
                                                                                                                                      • Opportunity
                                                                                                                                        • Cluster 3: When the Occasion Calls
                                                                                                                                          • Demographics
                                                                                                                                            • Characteristics
                                                                                                                                              • Opportunity
                                                                                                                                                • Cluster characteristic tables
                                                                                                                                                  • Figure 85: Target clusters, August 2014
                                                                                                                                                  • Figure 86: Frequency of wine consumption, by target clusters, August 2014
                                                                                                                                                  • Figure 87: Type of wine consumed, by target clusters, August 2014
                                                                                                                                                  • Figure 88: Format of wine consumed, by target clusters, August 2014
                                                                                                                                                  • Figure 89: Purchase location, by target clusters, August 2014
                                                                                                                                                  • Figure 90: Purchase price for drinking alone at home, by target clusters, August 2014
                                                                                                                                                  • Figure 91: Purchase price for drinking with friends/family at home, by target clusters, August 2014
                                                                                                                                                  • Figure 92: Purchase price for bringing to a party, by target clusters, August 2014
                                                                                                                                                  • Figure 93: Purchase price for wine as a gift, by target clusters, August 2014
                                                                                                                                                  • Figure 94: Purchase drivers, by target clusters, August 2014
                                                                                                                                                  • Figure 95: Wine-related statements, by target clusters, August 2014
                                                                                                                                                  • Figure 96: Agreement with attitudes toward wine, by target clusters, August 2014
                                                                                                                                                • Cluster demographic tables
                                                                                                                                                  • Figure 97: Target cluster by demographic, August 2014
                                                                                                                                                • Cluster methodology
                                                                                                                                                • Appendix – Other Useful Consumer Tables

                                                                                                                                                  • Frequency of wine consumption
                                                                                                                                                    • Figure 98: Frequency of wine consumption, by gender and age, August 2014
                                                                                                                                                  • Types of wine consumed
                                                                                                                                                    • Figure 99: Type of wine consumed, by gender and age, August 2014
                                                                                                                                                    • Figure 100: Wine-related statements (type), by gender and age, August 2014
                                                                                                                                                    • Figure 101: Type of wine consumed, by race/Hispanic origin, August 2014
                                                                                                                                                    • Figure 102: Domestic dinner/table wine (excluding vermouth), by race and age, January 2013-March 2014
                                                                                                                                                    • Figure 103: Domestic dinner/table wine (excluding vermouth), by Hispanic and age, January 2013-March 2014
                                                                                                                                                    • Figure 104: Domestic dinner/table wine (excluding vermouth), by race/Hispanic origin, January 2013-March 2014
                                                                                                                                                    • Figure 105: Type of wine consumed, by consumption frequency, August 2014
                                                                                                                                                    • Figure 106: Wine-related statements (type), by consumption frequency, August 2014
                                                                                                                                                    • Figure 107: Type of wine consumed, by occasion, August 2014
                                                                                                                                                  • Purchase location
                                                                                                                                                    • Figure 108: Purchase location, by gender and age, August 2014
                                                                                                                                                    • Figure 109: Wine-related statements (trial), by gender and age, August 2014
                                                                                                                                                    • Figure 110: Purchase drivers, by household income, August 2014
                                                                                                                                                    • Figure 111: Purchase location, by consumption frequency, August 2014
                                                                                                                                                    • Figure 112: Wine-related statements (trial), by consumption frequency, August 2014
                                                                                                                                                    • Figure 113: Wine-related statements (trial), by type of wine consumed, August 2014
                                                                                                                                                    • Figure 114: Agreement with attitudes toward wine (trial), by type of wine consumed, August 2014
                                                                                                                                                    • Figure 115: Purchase location, by occasion, August 2014
                                                                                                                                                  • Purchase price
                                                                                                                                                    • Figure 116: Agreement with attitudes toward wine (price), by type of wine consumed, August 2014
                                                                                                                                                    • Figure 117: Purchase price for drinking alone at home, by occasion, August 2014
                                                                                                                                                  • Purchase drivers
                                                                                                                                                    • Figure 118: Purchase drivers, by gender and age, August 2014
                                                                                                                                                    • Figure 119: Purchase drivers, by consumption frequency, August 2014
                                                                                                                                                    • Figure 120: Purchase drivers, by type of wine consumed, August 2014
                                                                                                                                                    • Figure 121: Purchase drivers, by occasion, August 2014
                                                                                                                                                  • Packaging
                                                                                                                                                    • Figure 122: Format of wine consumed, by gender and age, August 2014
                                                                                                                                                    • Figure 123: Wine-related statements (packaging), by gender and age, August 2014
                                                                                                                                                    • Figure 124: Agreement with attitudes toward wine (packaging), by gender and age, August 2014
                                                                                                                                                    • Figure 125: Format of wine consumed, by race/Hispanic origin, August 2014
                                                                                                                                                    • Figure 126: Agreement with attitudes toward wine (packaging), by type of wine consumed, August 2014
                                                                                                                                                  • Attitudes toward wine
                                                                                                                                                    • Figure 127: Attitudes toward wine, August 2014
                                                                                                                                                • Appendix – Trade Associations

                                                                                                                                                  Companies Covered

                                                                                                                                                  • Bacardi U.S.A. Inc.
                                                                                                                                                  • Beringer Vineyards
                                                                                                                                                  • Brown-Forman
                                                                                                                                                  • Concha y Toro
                                                                                                                                                  • Constellation Brands, Inc.
                                                                                                                                                  • E.&J. Gallo Winery
                                                                                                                                                  • Freixenet USA, Inc.
                                                                                                                                                  • Kendall-Jackson Wine Estates Ltd.
                                                                                                                                                  • Moët Hennessy USA
                                                                                                                                                  • Robert Mondavi Corporation, The
                                                                                                                                                  • The Wine Group, Inc.
                                                                                                                                                  • Treasury Wine Estates
                                                                                                                                                  • Trinchero Family Estates
                                                                                                                                                  • Veuve Clicquot
                                                                                                                                                  • Walmart Stores (USA)

                                                                                                                                                  Wine - US - October 2014

                                                                                                                                                  US $3,995.00 (Excl.Tax)