Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Note on IRI data adjustments
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Led by imports, retail wine sales outpace all other alcohol
- Demographics, pricing, wider distribution and health benefits drive sales
- More countries import to the U.S.
- The U.S. wine industry under-spends on advertising
- The retail distribution landscape is changing
- There are few differences in habits among wine drinkers
- Imports will likely increase as will distribution in the future
Market Drivers
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- Echo Boomers and Baby Boomers drink wine
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- Figure 1: U.S. population, by generation, 2004 and 2010
- Millennials
- Baby Boomers
- Black and Hispanic populations are growing rapidly
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- Figure 2: U.S. population forecast, by race & ethnicity, 2004 and 2010
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- Figure 3: Average amount spent on a bottle of wine by blacks and hispanics
- Health benefits of wine
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- Figure 4: Recent medical studies on the positive health benefits of wine consumption, 2003-2004
- “Extreme value” wines gain converts
- Cross-selling drives sales
- Mass merchandisers are a significant distribution channel
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- Figure 4: Mass merchandiser wine sales—latest fiscal year
- Supreme Court could make direct shipping more prevalent
Market Size & Trends
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- Figure 5: Total U.S. off-premises retail sales of wine, at current and constant prices, 1999-2004
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- Graph 1: Total U.S. off-premises retail sales of wine, at current and constant prices, 1999-2004*
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Market Segmentation
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- Overview
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- Figure 6: FDM sales of wine, segmented by product type, 2002 and 2004*
- Domestic wine
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- Figure 7: FDM sales of domestic wine, 2002-04
- Imported wine
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- Figure 8: FDM sales of imported wine, 2002-04
Supply Structure
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- Foreign Trade
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- Figure 9: U.S. imports and exports of still wine, by volume and value, 2002-04
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- Figure 10: U.S. exports of still wine, by volume, 1999-2003 & Jan-Sept 2003/2004
- Figure 11: U.S. imports of still wine, by volume, 1999-2003 & Jan-Sept 2003/2004
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- Figure 12: Wine, import volume and per capita on- and off-premise consumption, 2000-03
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- Figure 13: U.S. imports of still wine, by exporting country, 2002-04
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- Figure 14: U.S. exports of still wine, by importing country, 2002-04
- Companies and brands
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- Figure 15: FDM sales of wine, by manufacturer, 2003 and 2004 (52 weeks ending 9/7/03 and 9/5/04)
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- Graph 2: FDM wine sales by manufacturer, 2004
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- Figure 16: FDM* brand sales of top ten wines in the U.S., 2003 and 2004
- Domestic Wine
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- Figure 17: FDM brand sales of domestic wine, 2003 and 2004 (52 weeks ending 9/7/03 and 9/5/04)
- Figure 18: FDM brand sales of domestic wine, 2003 and 2004 cont. (52 weeks ending 9/7/03 and 9/5/04)
- Imported Wine
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- Figure 19: FDM brand sales of imported wine, 2003 and 2004 (52 weeks ending 9/7/03 and 9/5/04)
- Company profiles
- E. & J. Gallo Winery
- Constellation Brands
- The Wine Group
- Beringer Blass (Foster’s Group of Australia)
- Robert Mondavi
- Kendall-Jackson
- Trinchero Family Estates
- Brown-Forman
- Southcorp Wines
- Casella Wines
- Banfi Vintners
- Palm Bay Imports
- Bronco Wine Company
Advertising & Promotion
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- Introduction
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- Figure 20: Advertising expeditures, by beverage category, 2003
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- Figure 21: Advertising as a percent of total sales, by selected industry, estimated 2004 spending
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- Figure 22: Advertising expenditures for table wine, by brand, 2002 and 2003
- Figure 23: Advertising expenditures for table wine, by brand, 2002 and 2003 (cont.)
- Beringer Blass
- Constellation Brands/Arbor Mist
- Kendall-Jackson
- E. & J. Gallo
- Wine Market Council
Retail Distribution
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- Introduction
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- Figure 24: Sales of wine products, by channel, 2002 and 2004
- Package and liquor stores & other
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- Figure 25: U.S. package and liquor store sales of wine, 2002-04
- Supermarkets
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- Figure 26: U.S. supermarket and grocer sales of wine, 2002-04
- Supermarket operating data
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- Figure 27: Top supermarket operating statistics, latest fiscal year-end
- Figure 28: Percentage change from latest fiscal year-end versus year prior
- Mass Merchandisers
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- Figure 29: Sales of wine through warehouse clubs and mass merchandisers, 2002-04
- Mass Merchandisers and Club Operating Data
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- Figure 30: Top mass merchandiser operating statistics, latest fiscal year-end
- Figure 31: Percentage change from latest fiscal year-end versus year prior
- Drug Stores
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- Figure 32: Sales of wine through drug stores, 2002-04
- Drug Store Operating Data
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- Figure 33: Top drug store operating statistics, latest fiscal year-end
- Figure 34: Percentage change from latest fiscal year-end versus year prior
The Consumer
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- Introduction
- The wine consumer
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- Figure 35: Table wine consumption, May 2003-April 2004
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- Figure 36: Table wine consumption, by gender, May 2003-April 2004
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- Figure 37: Table wine consumption, by age, May 2003-April 2004
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- Figure 38: Table wine consumption, by household income, May 2003-April 2004
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- Figure 39: Table wine consumption, by race/Hispanic origin, May 2003-April 2004
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- Figure 40: Table wine consumption, by level of educational attainment, May 2003-April 2004
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- Figure 41: Table wine consumption, by geographic region, May 2003-April 2004
- Wine versus other alcoholic beverage categories
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- Figure 42: Table wine consumption versus other alcoholic beverages, May 2003-April 2004
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- Figure 43: Table wine consumption versus other alcoholic beverages, by gender, May 2003-April 2004
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- Figure 44: Table wine consumption versus other alcoholic beverages, by race/Hispanic origin, May 2003-April 2004
- Frequency of wine consumption
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- Figure 45: Number of drinks of wine in the past 30 days, May 2003-April 2004
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- Figure 46: Number of drinks of wine in the past 30 days, by gender, May 2003-April 2004
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- Figure 47: Number of drinks of wine in the past 30 days, by age, May 2003-April 2004
- Types of wines consumed
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- Figure 48: Types of domestic dinner/table wines consumed, May 2003-April 2004
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- Figure 49: Types of domestic dinner/table wines consumed, by gender, May 2003-April 2004
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- Figure 50: Types of domestic dinner/table wines consumed, by age, May 2003-April 2004
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- Figure 51: Types of domestic dinner/table wines consumed, by race/Hispanic origin, May 2003-April 2004
- Attitudes towards wine
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- Figure 52: Attitudes towards wine, by gender, November 2004
- Wine Occasions
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- Figure 53: When do you drink wine, by gender, November 2004
- Spending on Wine
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- Figure 54: Spending on wine, by type of occasion, November 2004
- Decision-making factors
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- Figure 55: Wine purchase decision-making factors, by gender, November 2004
- Preferred Bottle/Serving Size
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- Figure 56: Packaging choices, by gender, November 2004
- Purchase location preferences
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- Figure 57: Packaging choices, by gender, November 2004
- Summary
Future & Forecast
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- Future trends
- Wineries will attempt to duplicate the success of Charles Shaw, Yellow Tail
- More consolidation likely
- Mass merchandisers will continue to grow share
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- Figure 58: Number of mass merchandiser retailers outlets, 2003 and 2004
- A favorable Supreme Court ruling on direct sales will help small wineries/online sales
- Single-serve bottles will become more prevalent
- Market Forecast
- Wine
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- Figure 59: Forecast of total U.S. off-premises retail sales of wine, at current and constant prices, 2004-2009
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- Graph 3: Trends in sales of wine at current prices, 1999-2009
- Forecast Factors
Market Size and Trends—Update
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- Figure 60: U.S. retail sales of wine, 2000-2005
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- Figure 61: Sales of wine through natural supermarkets, 2002-2005
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Market Segmentation—Update
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- Figure 62: FDM sales of the wine market, segmented by type, 2003 and 2005
- Domestic wine
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- Figure 63: FDM sales of domestic wine, at current and constant prices, 2000-2005
- Imported wine
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- Figure 64: FDM sales of imported wine, at current and constant prices, 2000-2005
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Future and Forecast—Update
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- Market forecast
- Wine
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- Figure 65: Forecast of total U.S. retail sales of wine, at current and constant prices, 2005-2010
Appendix: Trade Associations
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