The off-premises market for wine in the U.S. is estimated at $11 billion in 2004. The market grew 21% from 1999-2004 at constant 2004 prices. Growth in the market was driven by four factors. Firstly, imports increased sales in FDM channels by 22.6% between 2002 and 2004. Secondly, sales wine with lower price points was positive, as exemplified by strong sales for Charles “two-buck Chuck” Shaw wines. Thirdly, medical studies continued to tout the health benefits of wine drinking in moderation. Finally, wine drinking grew in popularity among two of the largest segments of the U.S. population, Baby Boomers and the Millennial generation.

Based on Mintel’s research, overall growth in the market should remain steady between 2004 and 2009. Growth is expected to result from the increasing availability of high quality, low price wines, increasing media expenditures, the acceptance of wine by consumers coming of age in the Millennial generation, and the health benefits associated with moderate wine drinking.

This report examines the retail market for domestic and imported still wine, purchased for home consumption. It also includes fruit-and-wine beverages, such as Arbor Mist and Wild Vines. Still wines are defined as those that are non-carbonated. The most common of these are red wines, white wines, and rosé/blush.

A thorough analysis of the wine consumer includes an evaluation of top concerns and priorities when choosing wines, a breakdown of preferences by demographic characteristics, and statistics of purchasing location and frequency. A five-year market forecast estimates the future of the market, with a statistical forecast of market performance until 2009 and an outline of demographic and product trends.

Excluded from this report are sparkling ciders, ports, sherry, and dessert wines, as well as any RTD products containing wines, such as wine coolers. Also excluded are wines of all types sold for on-premises consumption in restaurants, bars, and other outlets.