Description

Providing the most comprehensive and up-to-date information and analysis of the US Wine Consumer market including the behaviors, preferences, and habits of the consumer.

Current Market Landscape

While on-premises closures shocked the wine market in 2020, pandemic circumstances allowed the category to further solidify its place in at-home casual and relaxing occasions and helped close the gap between wine and beer purchased for off-premise consumption. While some US wine trends established during this time will endure in the near term, as consumers’ grapple with fluctuating and varying stages of re-emergence readiness, continued improvements in COVID-19 case rates and comfort with venturing away from home will continue to benefit wine, as consumers are eager to raise a glass to a return to normalcy.

The quest for health represents the strongest challenge to the category. 26% of US alcohol drinkers aged 22+ report reducing consumption in 2021, representing a larger portion than those who are drinking more. The leading reason for cutting back is in effort to improve health. Further, three in 10 retail alcohol shoppers aged 22+ say drinking less alcohol is the fastest way to improve their health.

The acceleration of low-alcohol and alcohol-free wine purchase and interest, as well as wine offerings that create permissibility through “less-but-better,” natural ingredients and a clean label have a strong chance to vie for those who are limiting consumption occasions.

Future Market Trends in US Wine

Read on to discover more about the US Wine consumer market and US Wine industry statistics, read our US Alcoholic Beverage Drinking Occasions Market Report 2019, or take a look at our other Wine market research reports.

Quickly understand

  • The impact of COVID-19 on consumer behavior and the wine market.
  • Alcohol consumption declines and consumers’ movement toward “clean” drinking.
  • Wine’s aging audience and how to connect with the future category drinker.
  • How brands can find relevance by supporting consumers through the “next-normal”.

Covered in this report

Brands include: E&J Gallo, Barefoot, Mark West, Black Box, Arbor Mist, Clos Du Bois, Ravenswood, Manischewitz, Estancia, Costco, Target, Constellation Brands Inc, The Wine Group, Trinchero Family Estates, Deutsch Family Wine & Spirits, DFV Wines, Altria Group Inc, Jackson Family Wines, Treasury Wine Estates, Il Conte Imports, Apothic, Bota Box, Sutter Home, Liberty Creek, Carlo Rossi, Dark Horse, Franzia, Cupcake, Beringer, Woodbridge by Robert Mondavi, Meiomi, Robert Mondavi, Ménage à Trois, Goel Gott, Sutter Home, La Crema, Kendall-Jackson, Chateau Ste Michelle, 14 Hands, Josh Cellars, 19 Crimes, Bogle, Ecco Domanio, Alamos, Whitehaven, Starborough, Nobilo, Yellow Tail, Matua Valley, Lindeman’s, Kim Crawford, Ruffino, Roscato, Cavit, Oyster Bay, Santa Margherita, La Vieille Ferme, Veuve Clicquot, La Marca Prosecco, Andre, Moët, Chandon.

Expert analysis from a specialist in the field

This report, written by Sydney Olson, a leading analyst in the Food and Drink sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

As a mainstay of consumers’ alcohol repertories, wine was able to reach those eager to reacclimate to on-premise drinking, as well as those who continued to primarily drink at home in 2021. The wine category has rebounded from 2020 dollar losses, though it did so in the context of overall alcohol consumption decline. To avoid category stagnation, wine brands are challenged to keep the category relevant and exciting through emerging styles, formats and usage and by supporting consumers’ “next-normal” needs related to health and social connection.

Sydney Olson, Food and Drink Analyst
Sydney Olson
Food and Drink Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of wine, at current prices, 2016-26
    • Impact of COVID-19 on wine
      • Figure 2: Short-, medium- and long-term impact of COVID-19 on wine, 2021
    • Opportunities and challenges
    • The moderation generation threatens alcohol’s future
      • Figure 3: Change in alcohol consumption, by age, 2021
    • Wine has a path to overtake beer as most popular off-premise alcohol type
      • Figure 4: Alcoholic beverage purchases from a store or for delivery, 2020-21
    • Alcohol-free and low-alcohol products have caught their stride
      • Figure 5: Wine purchases from a store or for delivery, by gender and age, 2021
    • Cans align with young consumers and new drinking locations
      • Figure 6: Wine formats purchased from a store or for delivery, 2021
  3. The Market – Key Takeaways

    • Middle ground of re-emergence benefits wine in 2021
    • The moderation generation threatens alcohol performance
    • Alcohol reduction is seen as a shortcut to health and wellness
    • Sustaining sparkling success requires reframing
  4. Market Size and Forecast

    • The wine category is estimated to reach $69 billion in 2021
      • Figure 7: Total US sales and fan chart forecast of wine, at current prices, 2016-26
      • Figure 8: Total US sales and forecast of wine, at current prices, 2016-26
    • Impact of COVID-19 on wine
      • Figure 9: Total US sales of alcohol, by channel, 2015-21 (est)
  5. Segment Performance

    • Table wine remains dominant, imports stem decline
      • Figure 10: US volume sales of table wine, by origin, 2016-20
    • Sparkling continues to rise in relevance
      • Figure 11: Growth/decline of leading wine types on menu, Q2 2019-Q2 2021
    • Ongoing stagnation of small segments
      • Figure 12: Total US volume sales and forecast of wine, by segment, 2016-24
      • Figure 13: Share of total US volume sales and forecast, by segment, 2019-24
    • Sparkling and champagne buyers can maintain ecommerce momentum
      • Figure 14: Alcohol shopping methods in the past 12 months, by alcohol type purchased, 2021
  6. Market Factors

    • The moderation generation
      • Figure 15: Change in alcohol consumption, 2020-21
      • Figure 16: Change in alcohol consumption, by age, 2021
    • Alcohol conflicts with health goals
      • Figure 17: Reason for drinking less, 2021
      • Figure 18: Health related alcohol attitudes, 2021
    • Lean in to positive perceptions
      • Figure 19: Perceptions of alcoholic beverages – select perceptions, 2019
      • Figure 20: Reason for drinking more, 2021
    • Amid quest for healthier choices, only younger consumers want facts
      • Figure 21: Important attributes when trying to make a “healthier” alcohol choice, 2021
      • Figure 22: Important attributes when trying to make a “healthier” alcohol choice, by age and wine purchase, 2021
    • Delta variant threatens progression of the on-premise rebound
      • Figure 23: COVID-19 concern, 2021
      • Figure 24: Comfort with away-from-home affairs, 2021
    • Appeal to financially strained consumers with “less-but-better approach
      • Figure 25: Consumer confidence and unemployment, 2000-21
      • Figure 26: Alcoholic beverage purchases from a store or for delivery, by financial situation, 2021
    • Pandemic strengthens need for environmental connection
      • Figure 27: Outlook on sustainability, 2021
  7. Companies and Brands – Key Takeaways

    • Powerhouse brands face decline at the hands of private and smaller labels
    • New formats and flavors are inspired by the outdoor outlet
    • Wine brands are well-positioned to support social re-emergence
    • Lean into the story of imports
  8. Market Share

    • E&J Gallo controls 22% of MULO wine sales, category share is diversifying
    • Impact of E&J Gallo/Constellation acquisition is unfolding
    • Other brands are an emerging threat, private label is entering the scene
      • Figure 28: Private label wine launches, 2021
      • Figure 29: Multi-outlet sales of wine, by leading companies, rolling 52 weeks 2020 and 2021
      • Figure 30: Share of Multi-outlet wine sales, by leading companies, 2021
    • Company/brand sales by segment
    • Delivering on trending interests and needs brings success to domestic wine brands
      • Figure 31: Apothic and Bota Box domestic wine launches, 2021
      • Figure 32: Multi-outlet sales of domestic table/still wine, by leading companies and brands, rolling 52 weeks 2020 and 2021
    • Innovation and authenticity guide gains in imported wine
      • Figure 33: Stella Rosa imported wine varieties, 2021
      • Figure 34: Stella Rosa social media activity, 2021
      • Figure 35: Multi-outlet sales of imported table/still wine, by leading companies and brands, rolling 52 weeks 2020 and 2021
    • Sherry/vermouth/champagne see most leading brands in the green
      • Figure 36: Veuve Clicquot event post, 2021
      • Figure 37: Multi-outlet sales of sherry/vermouth/champagne, by leading companies and brands, rolling 52 weeks 2020 and 2021
  9. Competitive Strategies

    • Catering to the outdoor outlet
      • Figure 38: Wine launches with outdoor drinking components, 2021
      • Figure 39: Select pandemic-driven alcohol attitudes, 2021
    • Celebrities (from Hollywood to Instagram) influence wine choices
      • Figure 40: Celebrity owned and partnered wine promotion, 2021
      • Figure 41: Babe Wine Instagram posts, 2021
    • Premium wine cocktails can reinvigorate at-home occasions
      • Figure 42: Wine brand cocktail promotion, 2021
      • Figure 43: Growth of wine as a cocktail ingredient on menus, Q2 2020-Q2 2021
    • Sustainability claims/certifications can support larger ethical narrative
      • Figure 44: Wine launches with environmental certificates, 2021
      • Figure 45: Fat Tire Torched Earth Ale launch, 2021
  10. Market Opportunities

    • Wine brands can break the social re-emergence ice
    • Creating “third places”
      • Figure 46: Capital One Café, 2021
    • Improve the experience surrounding imported wine
      • Figure 47: Promotional activity of popular imported beers, 2021
  11. The Consumer – Key Takeaways

    • Wine can find growth through target diversification
    • Low-alcohol and alcohol-free wine are hitting their stride
    • Wine can overtake beer as most commonly purchased alcohol type
    • Wine drinkers have expansive repertoires
    • Three in 10 use occasion to guide wine purchases for others
  12. Alcoholic Beverage Consumption Frequency

    • Half of US adults drink alcohol on a weekly basis
      • Figure 48: Frequency of alcoholic beverage consumption, 2021
    • Wine purchasers are more frequent alcohol drinkers
      • Figure 49: Frequency of alcoholic beverage consumption, by wine purchasers, 2021
    • Men are more frequent drinkers and are seeking balance
      • Figure 50: Frequency of alcoholic beverage consumption, by gender, 2021
    • Youngest consumers are social drinkers – impacted by the pandemic
      • Figure 51: Frequency of alcoholic beverage consumption, by age, 2021
    • Create permissibility for financially strained consumers
      • Figure 52: Frequency of alcoholic beverage consumption, by financial situation, 2021
  13. Alcoholic Beverage Types Purchased

    • Seven in 10 US adults purchase alcohol from a store
      • Figure 53: Alcoholic beverage purchases from a store or for delivery, 2021
      • Figure 54: Alcoholic beverage purchases from a store or for delivery, 2020-2021
  14. Low-Alcohol and Alcohol-Free Interest

    • Low-/no-alcohol and varieties make their way into mainstream repertories
      • Figure 55: Interest in trial of low-alcohol and alcohol-free beverages, 2021
      • Figure 56: Attitudes toward low-alcohol and alcohol-free beverages
    • Younger women show most engagement with low-alcohol and alcohol-free wine
      • Figure 57: Wine purchases from a store or for delivery – no-/low-alcohol wine, 2021
  15. Attributes Associated with Alcohol Types

    • Wine has a hold on relaxation, must avoid slip into sleepy
    • Sophistication standout has pros and cons
    • Wines’ intimate qualities can kick-start social re-emergence
      • Figure 58: Associated attributes by alcohol type – experience, 2021
    • Beer prevails in refreshment
    • Wine wins taste
      • Figure 59: Associated attributes by alcohol type – taste, 2021
  16. Wine Buyer Profiles

    • Core audience: White, older Millennial/Boomer, higher earner
      • Figure 60: Alcoholic beverage purchases from a store or for delivery – any wine (NET), 2021
    • Opportunity audiences: younger LDAs, Black Millennials, small HHs
    • Attract young consumers through brand ethics and social circles
      • Figure 61: Alcoholic beverage purchases from a store or for delivery – any wine (NET), by age, 2021
    • Diversify reach – opportunity with Black Millennials
      • Figure 62: Wine purchases from a store or for delivery, 2021
      • Figure 63: Alcoholic beverage purchases from a store or for delivery, by race and generation, 2021
    • Support singles and small households
      • Figure 64: Change in alcohol consumption, by HH size and marital status, 2020-2021
  17. Wine Types Purchased

    • Wine buyers have expansive repertories
      • Figure 65: Wine purchases from a store or for delivery, 2021
      • Figure 66: Repertoire of wine purchases from a store or for delivery, 2021
    • Repertoires vary by age
      • Figure 67: Wine purchases from a store or for delivery-color, by age, 2021
      • Figure 68: Wine purchases from a store or for delivery-style, by age, 2021
      • Figure 69: Repertoire of wine purchases from a store or for delivery, by age, 2021
    • Dessert and fortified continue to fall to the bottom
    • Two in 10 wine buyers purchase low-alcohol or alcohol-free wine
  18. Wine Formats Purchased

    • Standard bottle remains dominant format, cans are “alternative” format of choice
    • Cartons are missing the mark, boxed wine needs reframing
      • Figure 70: Wine formats purchases from a store or for delivery, 2021
    • Boost single-serve formats through young consumers and singles
      • Figure 71: Wine formats purchases from a store or for delivery, by age and marital status, 2021
  19. At-Home Wine Occasions

    • Red and white have unique spaces, brands are standing out by breaking the rules
      • Figure 72: “Break the rules” messaging, 2021
    • Continuation of sparkling success requires casualization
    • Grow wine’s presence in sports occasions with post-game celebrations
    • White wine and spritzers/seltzers can extend time-of-day usage
      • Figure 73: Select at-home occasions associated with wine types – Activities, 2021
      • Figure 74: Select at-home occasions associated with wine types – Time, 2021
  20. Wine Purchase Factors

    • Color, price lead personal wine choice; occasion influences shared choice
      • Figure 75: Wine purchase factors, 2021
    • Younger wine buyers are more likely to be swayed at shelf
      • Figure 76: Wine purchase factors, for own consumption, by age, 2021
  21. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
  22. Appendix – The Market

      • Figure 77: Total US sales and forecast of wine, at inflation-adjusted prices, 2016-26
      • Figure 78: Total US volume sales and forecast of wine, 2016-24
      • Figure 79: Total US volume sales of wine, by segment, 2019 and 2021
      • Figure 80: Total US volume sales and forecast of table wine, 2016-24
      • Figure 81: Total US volume sales and forecast of champagne/sparkling wine, 2016-24
      • Figure 82: Total US volume sales and forecast of dessert and fortified wine, 2016-24
      • Figure 83: Total US volume sales and forecast of vermouth and aperitif, 2016-24
      • Figure 84: US volume sales of wine, by origin, 2016-20
      • Figure 85: US volume sales of table wine, by origin, 2016-20
      • Figure 86: US volume sales of champagne/sparkling wine, by origin, 2016-20
      • Figure 87: US volume sales of dessert and fortified wine, by origin, 2016-20
      • Figure 88: US volume sales of vermouth and aperitif, by origin, 2016-20
      • Figure 89: US volume sales of wine, by channel, 2016-20
      • Figure 90: US volume sales of wine, by channel, 2016-20

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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