Description

The US Wine Market Report 2022 identifies consumers’ attitudes towards wine consumption, the impact of COVID-19 and inflation on the Wine Market in the US, and provides Wine Trends analysis. This report covers the wine market size, market forecast, market segmentation and industry trends for the Wine Market in the US.

Commonly Asked Market Research Questions – Wine Market

What is the size of the US wine market?

The US wine market size was valued at $79.1 billion in 2022. Mintel forecasts that the US wine market size will continue its upward trajectory, growing by 8.3% between 2022 and 2027 to reach $85.7 billion, predominantly driven by inflated price points in stores, bars and restaurants.

Who has the largest share of the US wine market?

Table wine is the dominant segment in the US wine market, accounting for 89.3% of the market share. However, table wine experienced a second year of consecutive decline and share loss in 2022, as smaller segments such as champagne and sparkling wine gained sales and recorded 8% of the total wine market share.

What are the challenges facing the US wine market?

As a discretionary category, the US wine market is vulnerable to the rising cost of living and consumers’ financial strain. In fact, 8 in 10 buyers view making some kind of change to their alcohol consumption or purchase behavior as a strategy for mitigating financial challenges. US wine consumers also express concern over alcohol’s impact on their mental health and would like to decrease their wine consumption.

US Wine Market Current Landscape

Overall, alcohol consumption is on the rise (up 10% in 2022) as consumers increasingly return to drinking occasions outside the home. In comparison to other alcohol options, wine continues to have a strong hold on relaxation, sophistication and intimacy, but falls significantly short in being associated with fun and adventure. Consumers’ current lifestyles, mindsets and drinking occasions are prioritizing fun over formality, thus, brands must find ways to rewire how and when consumers think about and use wine.

Our US wine market research shows that wine sales are growing, however, this is largely attributed to inflated price points. Consumer purchase rate and inflation-adjusted sales indicate a slight decline in demand as some consumers favor more special and casual drinking occasions and alcohol types, while others attempt to pull back on alcohol as a whole as they consider the negative impacts of alcohol.

Market Share and Wine Industry Statistics

Wine category innovation and promotion will catch up to consumer demand in 2023. Evolution in format, flavor, and experiences, on top of enduring inflated price points, will drive another year of growth. These inflation-induced prices will have to be justified, especially as consumers report willingness to trade off alcohol purchases in favor of more affordable categories.

Moreover, health benefits and natural ingredients lead among attributes that make food and drink more valuable, offering a potential way through for wine brands. According to our market research on the wine industry, prices and conditions will stabilize in 2024, leading to a temporary category retraction.

Wine industry statistics

  • 20% of Americans say they would switch to a less-expensive alcohol type in order to save money.
  • 53% more products were launched within the wine market in the US in 2021-22 compared to the year before.
  • 17% of wine buyers say label design/artwork is important to their wine purchase.

Future Trends in the Wine Market in the US

Eventually, the Wine Market in the US will bounce back from 2024 recalibration and settle into its pre-pandemic trajectory of moderate year over year growth. Format and occasion casualization driven by the pandemic and inflation will continue to be a growth driver according to our wine market report, and health focused concepts and innovation will set wine apart from other categories.

Our wine industry report shows that consumers are showing interest in innovation that addresses the need for more high-energy and exciting occasions. Therefore, sparkling wine, wine-based seltzers/spritzers and alternative formats that allow for third-location consumption stemmed losses this year and will become stronger growth drivers in the years to come.

To discover more about the US Wine Market Report 2022, read our US Beer Market Report 2022, or take a look at our Alcoholic Drinks Market Research Reports.

Quickly Understand

  • Alcohol and wine types purchased.
  • Wine innovation interest.
  • Wine expertise and educational resources.
  • Wine purchase factors.
  • Wine occasions by type.

Leading Wine Brands Covered in this Report

Products: Still/table wine, noncarbonated wine (red, white, rosé/blush), champagne, sparkling wines, dessert and fortified wines, vermouth and aperitifs.

Brands: E&J Gallo, Constellation, The Wine Group, Deutsch Family Wine & Spirits, Trinchero Family Estates, DFV Wines, Jackson Family Wines, Il Conte Imports, Sycamore Partners, Treasury Wine Estates, Subtotal, Trader Joe’s, Costco, and many more.

Expert Analysis from a Specialist in the Drink Sector

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

Following a prolonged period of drinking in, consumers are craving more high-energy and social occasions, and wine may be missing the mark. To be the choice in the next iteration of at-home consumption, wine brands should focus on fun over formality, rewiring wines’ associations through new flavors, formats and experiences – underpinned by health and value concepts.

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

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of wine, at current prices, 2017-27
      • Figure 2: Wine outlook, 2022-27
    • Opportunities and challenges
    • Wine is challenged by social, economic shifts
      • Figure 3: Alcohol types purchased, 2021-2022
    • Expand resource repertories to address category complication
      • Figure 4: Wine knowledge, 2019-2022
    • Promote the entirety of the taste experience
      • Figure 5: Purchase factors, 2022
    • Alternative formats and health innovation lead among purchase-driving innovation
      • Figure 6: Experience with wine innovation, 2022
    • Use sparkling to help shift associations and occasions
      • Figure 7: associated occasions by wine type – Party, 2021-2022
  3. Market Size and Forecast

    • Inflation to mask category challenge for now
      • Figure 8: Total US sales and forecast of wine, at current prices, 2017-27
      • Figure 9: Fan chart of total US sales and forecast of wine, at current prices, 2017-27
  4. Segment Performance

    • Smaller wine types chip away at market dominant table wine
      • Figure 10: Total US volume sales and forecast of wine, by segment, 2017-24
      • Figure 11: Total US volume sales of wine, by segment, 2020 and 2022
    • Uncharacteristic growth for dessert and fortified
      • Figure 12: Total US volume sales and forecast of dessert & fortified wine, 2017-24
    • Imports add inherent excitement
      • Figure 13: US volume sales of wine, by origin, 2019-21
  5. Market Factors

    • The value of wine is threatened by less-formal lifestyles
      • Figure 14: Associations by alcohol type, 2021
    • Inflation drives switching behavior
      • Figure 15: Impact of financial challenges on alcohol, 2022
      • Figure 16: Value indicators, 2022
    • Tension between need for socialization and moderation
      • Figure 17: Alcohol attitudes, 2022
    • Wine category continues to crowd and complicate
      • Figure 18: Wine category launches 2019-22
  6. Market Share/Key Players

    • Most leaders feel the impact of retail wine declines
      • Figure 19: Multi-outlet sales of wine, by leading companies, rolling 52 weeks 2021 and 2022
    • Going against the grain pays off for select E&J Gallo brands
      • Figure 20: Blackbox Instagram posts, 2022
    • Trustworthy brands, and brand images, add confidence to purchases
      • Figure 21: Growth brands 2021-22
      • Figure 22: Multi-outlet sales of domestic table/still wine, by leading companies and brands, rolling 52 weeks 2021 and 2022
    • The info on imports
      • Figure 23: Import launches with strong taste descriptions, 2022
    • Whitehaven wining with everyday aesthetic
      • Figure 24: Whitehaven Instagram posts, 2022
      • Figure 25: Multi-outlet sales of imported table/still wine, by leading companies and brands, rolling 52 weeks 2021 and 2022
    • Successful sparkling brands are all in on fun and indulgence
      • Figure 26: Perceptions of successful sparkling brands, 2022
    • Less popular brands find momentum in sparkling
      • Figure 27: Sam’s Club private label sparkling wine, 2022
      • Figure 28: Multi-outlet sales of sherry/vermouth/champagne, by leading companies and brands, rolling 52 weeks 2021 and 2022
  7. Competitive Strategies and Market Opportunities

    • The power of a pretty bottle
      • Figure 29: Attitudes towards in-home lifestyles, 2022
    • The sweet wine comeback
      • Figure 30: Growth of sweet wine launches, 2019-22
    • “Late harvest” can combat sugar concerns
      • Figure 31: late harvest wine launches, 2021-22
    • Online shopping offers solutions
      • Figure 32: Alcohol types purchased, 2021-2022
    • Mini bottle, large opportunity
      • Figure 33: Small-format wine launches, 2022
    • Breaking conventions to reach younger drinkers
      • Figure 34: Apothic Instagram posts – Breaking convention, 2022
      • Figure 35: Sutter Home Instagram posts – Versatile usage, 2022
  8. The Wine Consumer – Fast Facts

    • Fewer consumers are purchasing retail wine this year
    • Innovation interest driven by health concepts and format imagination
    • Comfort and confidence in the category are slipping
    • Evolving the taste descriptor strategy to further guide choice
    • Taking wine off the couch
  9. Alcohol and Wine Types Purchased

    • Wine does not benefit from total alcohol retail gains
      • Figure 36: Alcohol types purchased, 2021-2022
    • Essential to win back Baby Boomer audience
      • Figure 37: Alcohol types purchased, by generation, 2021-2022
    • Smaller segments will continue to reshape the category
      • Figure 38: Wine types purchased, 2022
      • Figure 39: Wine types purchased, by age, 2022
    • Men show outsized interest in no/low-alcohol wine concepts
      • Figure 40: Wine types purchased – Low alcohol and alcohol free, by gender, 2022
  10. Wine Innovation Interest

    • Format and health concepts lead innovation of interest
      • Figure 41: Experience with wine innovation, 2022
      • Figure 42: Experience with wine innovation – Have not purchased, but am interested, 2022
    • Current wine-based spritzers and seltzers are falling short
      • Figure 43: Experience with wine innovation – Have purchased, not interested in repurchase, 2022
    • Formats can convey value to consumers with tighter budgets
      • Figure 44: Experience with wine innovation – Have purchased, not interested in repurchase, by financial situation, 2022
    • Caution not to alienate older audiences
      • Figure 45: Experience with wine innovation – Have not purchased, not interested in purchasing, by generation 2022
  11. Wine Expertise

    • Wine knowledge falls as pandemic conditions fades
      • Figure 46: Wine knowledge, 2019-2022
    • Young consumers are driving confidence decline
      • Figure 47: Wine knowledge, by age, 2020-2022
    • Females are more active, but also more likely to consider themselves beginners
      • Figure 48: Wine knowledge, by gender, 2022
  12. Wine Resources

    • Consumers’ resource repertoire is limited
      • Figure 49: Wine Resources, 2022
    • Younger consumers open to digital discovery, but affinity for peers over branded
      • Figure 50: Wine Resources, by age, 2022
    • Create permissibility among men and incentive among women
      • Figure 51: Wine Resources, by age, 2022
  13. Purchase Factors

    • Taste descriptors influence over half of wine buyers
      • Figure 52: Purchase factors, 2022
    • Young consumers influenced by alignment to drinking occasion and personal identity
      • Figure 53: Purchase factors, by generation, 2022
    • Taste beats potential savings
      • Figure 54: Purchase factors, by financial situation, 2022
  14. Occasions by Wine Type

    • Success of sparkling drives shifts in party perceptions
      • Figure 55: Associated occasions by wine type – Party, 2021-2022
    • Opportunity for other segments in “micro” party moments
      • Figure 56: Associated occasions by wine type – Select occasions, 2022
    • Strengthen connection to relaxation through self-care occasions
      • Figure 57: Associated occasions by wine type – Select occasions,2022
    • Wine helps young consumers take the edge off adult life
      • Figure 58: Associated occasions – Select occasions, by age, 2022
  15. Appendix – Data Sources and Abbreviations

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

      • Figure 59: Total US sales and forecast of wine, at current prices, 2017-25
      • Figure 60: Total US sales and forecast of wine, at inflation-adjusted prices, 2017-25
      • Figure 61: Average annual household spending on wine, 2017-22
      • Figure 62: Total US volume sales and forecast of wine, 2017-24
      • Figure 63: Total US volume sales and forecast of wine, by segment, 2017-24
      • Figure 64: Total US volume sales of wine, by segment, 2020 and 2022
      • Figure 65: Total US volume sales and forecast of table wine, 2017-24
      • Figure 66: Total US volume sales and forecast of champagne/sparkling wine, 2017-24
      • Figure 67: Total US volume sales and forecast of dessert & fortified wine, 2017-24
      • Figure 68: Total US volume sales and forecast of vermouth & aperitif, 2017-24
      • Figure 69: US volume sales of wine, by origin, 2019-21
      • Figure 70: US volume sales of table wine, by origin, 2019-21
      • Figure 71: US volume sales of champagne/sparkling wine, by origin, 2019-21
      • Figure 72: US volume sales of dessert and fortified wine, by origin, 2019-21
      • Figure 73: US volume sales of vermouth and aperitif, by origin, 2019-21
      • Figure 74: US volume sales of wine, by channel, 2019-21
  17. Appendix – Companies and Brands

      • Figure 75: Multi-outlet sales of wine, by leading companies, rolling 52 weeks 2021 and 2022
      • Figure 76: Multi-outlet sales of domestic table/still wine, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 77: Multi-outlet sales of imported table/still wine, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 78: Multi-outlet sales of sherry/vermouth/champagne, by leading companies and brands, rolling 52 weeks 2021 and 2022

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.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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