US Wine Market Report 2024
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The wine market faces challenges due to reduced alcohol consumption driven by wellness trends, economic pressures and competition from alternative beverages like hard seltzers and non-alcoholic options. While celebratory wines like champagne remain stable, consumption of casual options like table wine is declining. Domestic wines are gaining appeal against imported wines, yet surplus grape acreage and inventory will remain a challenge for the industry over the next year. Value is another where the wine category will face headwinds, considering consumers’ renewed attention to inflation and value, as well as the potential introduction of tariffs on imports in 2025.
Wine brands are tasked with maintaining relevance in this shifting consumer landscape. Fortunately, among those who are drinking more wine now compared to a year ago, 60% are doing so to relax. Wine brands have an opportunity to leverage social media and battle the longstanding challenge of an ageing demographic; for younger consumers, the everyday relevance of wine lies less in celebrations and gifting and more in the dominant cultural trends of self-care, relaxation and treating oneself.
This report looks at the following areas:
- Wine and broader alcohol consumption habits
- Changes in consumers’ consumption of wine, and reasons
- Types and formats of wine consumers purchase, and where
- Factors consumers consider when buying wine for various occasions
- Attitudes toward wine
To reengage an audience that’s increasingly choosing to cut back on drinking, brands are tasked with boosting wine’s cultural relevance in everyday occasions.
Varchasvi, Research Analyst
Market Definitions
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 apertifs
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EXECUTIVE SUMMARY
- What you need to know
- Market size and forecast
- Market predictions
- What consumers want and why
- Opportunities
- Engage younger consumers across channels
- Wine needs a heavier social media footprint
- Tasting experiences can extend beyond the wine itself
- Marketing wine beyond the luxury of exclusivity
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MARKET DYNAMICS
- Market context
- Over 40% of consumers have seen their financial situations change for the better in the past year
- Graph 1: change in financial situation over the past 12 months, 2024
- Market drivers
- The Trump administration’s impact on the wine market
- Allied Grape Growers calls for reducing California acreage
- Constellation Brands acquires Sea Smoke
- Market size and forecast
- Wine faces the challenges of a low-demand environment
- Retail sales and forecast of wine
- Market segmentation
- Even with declines, table wine remained the dominant segment
- Retail sales and forecast of wine, by segment
- Graph 2: total volume sales and forecast of wine, by segment, 2019-26
- Retail sales and forecast of wine, by segment
- Retail sales of wine, by segment
- Domestic wines win with tighter budgets
- Retail sales of wine, by origin
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CONSUMER INSIGHTS
- Consumer fast facts
- Alcohol consumption habits
- Alcohol consumption is falling flat
- Graph 3: alcohol consumption, net – any frequency, 2023-24
- Consumers are slowly shifting to moderate alcohol consumption
- Graph 4: alcohol consumption frequency, 2023-24
- Drinking habits remain relatively stable across generations
- Graph 5: alcohol consumption frequency, by generation, 2024
- Affordability drives frequency
- Graph 6: alcohol consumption frequency, by household income, 2024
- Types of wine consumed
- Domestic, classics remain most popular
- Graph 7: wine types purchased, 2024
- Women are more adventurous in their wine choices
- Graph 8: wine types purchased, by gender, 2024
- Affluent consumers prefer US wines
- Graph 9: wine types purchased, by household income, 2024
- Changes in wine consumption
- Wine consumption remains similar for most
- Graph 10: change in wine consumption, 2024
- Women over 45 cut back on wine and other alcohol
- Graph 11: change in wine consumption, by gender and age, 2024
- Wine and wellness go together
- Graph 12: reasons for drinking more this year, 2024
- When cutting back on drinking, wine is often on the chopping block
- Graph 13: reasons for drinking less this year, 2024
- Wine formats and purchase locations
- Casualization drives volume
- Graph 14: wine formats purchased, 2023-24
- Convenience drives younger consumers’ tendency to experiment with wine
- Graph 15: wine formats purchased, by age, 2023-24
- Urban consumers appreciate portability
- Graph 16: wine formats purchased, by area, 2023-24
- The grocery store wine aisle remains popular
- Graph 17: purchase locations, 2024
- Use alternate channels to address accessibility roadblocks
- Graph 18: purchase locations, by region, 2024
- Younger consumers are engaged across purchase channels
- Graph 19: wine purchase locations, by age, 2024
- Associations
- Value is top of mind in all wine occasions
- Graph 20: factors important when buying wine, by occasion, 2024
- Women buy wine to fit the occasion
- Graph 21: factors important when buying wine for celebrations, by gender, 2024
- Graph 22: factors important when buying wine for hosting/entertaining, by gender, 2024
- Younger consumers will treat themselves to premium quality
- Graph 23: factors important when buying wine for treating oneself, by age, 2024
- Attitudes
- Reinforce wine’s role in modern indulgence
- Graph 24: attitudes toward wine, 2024
- Make wine simpler, more relatable
- Graph 25: attitudes toward wine, by age, 2024
- Target urban consumers for innovative wine launches
- Graph 26: attitudes, by area, 2024
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- Spotlight on Whiny Baby
- Spotlight on Gnarly Head Wines
- Vegan-friendly claims grow on wine
- Graph 27: vegan and vegan-friendly wines, as a percent of total wines, 2019-24
- Packaging innovation promises a reduced carbon footprint for wine
- Marketing and advertising
- Pizza Hut launches limited-edition Pizza Wine
- Leveraging wine’s role in home cooking
- Can wine elevate the sports watching experience?
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APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
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