Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market at a glance
- Imported wine segment drives impressive sales
- Continued consolidation in supply structure
- On-premise is the popular retail channel
- Wine labels—an easy way to connect with American consumers
- Wine consumers
Market Drivers
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- Rise in dining out trend drives growth of on-premise wine consumption
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- Figure 1: Spending on dining out, by age, 2001-05
- Shifting retail distribution channels
- Premium brands and imports drive growth in the market
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- Figure 2: Table wine share, by retail price segment, 2005
- Media attention and entertainment industry provide boost to the category
- Health promoting benefits continue to lure consumers
- Relaxation in wine selling laws drives growth in the market
- Competition from other alcoholic beverages
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- Figure 3: Volume sales and market share for beer, distilled spirits and wine, 2001-05
- Figure 4: Dollar sales and market share for beer, distilled spirits and wine*, 2001-05
- Packaging innovation drives growth in the market
- Boxed wines offer small growth through convenience to consumers
- Label innovation attracts consumers
- Demographic shifts favor wine market
- More consumers of the legal drinking age
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- Figure 5: U.S. population and projections, by age, 2001-11
Market Size and Trends
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- Market size
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- Figure 6: Total U.S. retail sales of table wine, at current and constant prices, 2001-06
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- Figure 7: Total U.S. retail volume sales of table wine, 2001-06
- Market Trends
- Chardonnay—the most popular varietal in table wine
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- Figure 8: Table wine share, by varietal, 2005
Market Segmentation
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- Introduction
- Total U.S. volume sales segmented by type of table wine
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- Figure 9: Total U.S. volume sales of wine, segmented by type, 2004 and 2006
- Domestic wine
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- Figure 10: Total U.S. volume sales of domestic wine, 2001-06
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- Figure 11: Top 20 domestic wine brands, 2004 and 2005
- Imported wine
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- Figure 12: Total U.S. volume sales of imported wine, 2001-06
- Figure 13: Top 20 imported wine brands, by volume sales, 2004 and 2005
- FDM sales of wine by segment
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- Figure 14: FDM volume sales of wine, segmented by type, 2004 and 2006
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- Figure 15: FDM dollar sales of wine, segmented by type, 2004 and 2006
- Domestic wine
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- Figure 16: FDM volume sales of domestic wine, 2001-06
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- Figure 17: FDM dollar sales of domestic wine, at current and constant prices, 2001-06
- Imported wine
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- Figure 18: FDM volume sales of imported wine, 2001-06
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- Figure 19: FDM dollar sales of imported wine, at current and constant prices, 2001-06
Supply Structure
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- Introduction
- Three-tier supply structure
- Foreign trade
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- Figure 20: Import of wine, 2001-06
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- Figure 21: Imported table wine market share, by country of origin, 2005
- Figure 22: Export of wine, 2001-06
- Companies and brands
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- Figure 23: Manufacturer sales of wine in the U.S., by volume, 2004 and 2005
- Domestic wine
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- Figure 24: Selected brand sales and market share of domestic wines in the U.S., 2004 and 2005
- Imported wine
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- Figure 25: Selected brand sales and market share of imported wines in the U.S., 2004 and 2005
- Manufacturers’ profiles
- E&J Gallo Winery
- Constellation Brands Inc.
- The Wine Group
- Foster’s Wine Estates Americas
- Trinchero Family Estates
Advertising and Promotion
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- Figure 26: Advertising expenditure for selected manufacturers in the wine industry, 2004 and 2005
- Targeting young demographics
- E&J Gallo
- Category TV advertisements
- Brown-Forman Beverage Company
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- Figure 27: Bonterra wine—TV ad, 2006
- Palm Bay Imports
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- Figure 28: Cavit red and white wine—TV ad, 2006
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Retail Distribution
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- Overview
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- Figure 29: U.S. sales of wine*, by tier, 2004 and 2005
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- Figure 30: U.S. retail sales of wine, by channel, 2004 and 2006
- On-premise
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- Figure 31: U.S. on-premise sales of wine, at current and constant prices, 2001-06
- Supermarkets
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- Figure 32: U.S. supermarket sales of table wine, at current and constant prices, 2001-06
- Mass merchandisers/Wal-Mart/Warehouse clubs
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- Figure 33: U.S. mass merchandisers and warehouse club sales of table wine, at current and constant prices, 2001-06
- Liquor stores/others stores
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- Figure 34: U.S. liquor stores/other stores sales of table wine, at current and constant prices, 2001-06
The Consumer
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- Introduction
- Summary
- The wine consumer
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- Figure 35: Table wine consumption, by gender, May 2005-June 2006
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- Figure 36: Table wine consumption, by age, May 2005-June 2006
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- Figure 37: Table wine consumption, by income, May 2005-June 2006
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- Figure 38: Table wine consumption, by race/ethnicity, May 2005-June 2006
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- Figure 39: Table wine consumption, by region, May 2005-June 2006
- Wine versus other alcoholic beverages
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- Figure 40: Table wine consumption versus other alcoholic beverages, by gender, May 2005-June 2006
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- Figure 41: Table wine consumption versus other alcoholic beverages, by age, May 2005-June 2006
- Frequency of wine consumption
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- Figure 42: Number of drinks of wine in the past 30 days, May 2005-June 2006
- Consumption of domestic wines—by type
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- Figure 43: Table wine consumption, by gender, May 2005-June 2006
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- Figure 44: Types of wine consumption, by income, May 2005-June 2006
- Consumption of imported wines—by country of origin
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- Figure 45: Imported table wine consumption, by country of origin, by age, May 2005-June 2006
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- Figure 46: Imported table wine consumption, by country of origin, by race/ethnicity, May 2005-June 2006
- Health perception of wine
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- Figure 47: Health perception of wine, by age, November 2006
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- Figure 48: Health perception of wine, by income, November 2006
- Attitudes towards expensive wine
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- Figure 49: Attitudes towards expensive wine, by gender, November 2006
- Influence of family on wine consumption
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- Figure 50: Raised in family that enjoys wine, by age, November 2006
- Wine and food
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- Figure 51: Wine and food, by age, November 2006
- Decision-driving attributes in the purchase of wine
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- Figure 52: Decision-driving attributes in the purchase of wine, by age, June 2006
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- Figure 53: Decision-driving attributes in the purchase of wine, by income, June 2006
- Wine purchase by the type of packaging
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- Figure 54: Wine purchase, by the type of packaging, by income, June 2006
- Occasions to drink wine
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- Figure 55: Occasions or places to drink wine, by gender, June 2006
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- Figure 56: Occasions or places to drink wine, by age, June 2006
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- Figure 57: Occasions or places to drink wine, by income, June 2006
- Choice of retail channels to purchase wine
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- Figure 58: Choice of retail channels to buy wine, by age, June 2006
- Wine purchase by occasion of consumption
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- Figure 59: Purpose of purchasing wine, by age, November 2006
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- Figure 60: Purpose of purchasing wine, by income, November 2006
- Spending on wine by the purpose of consumption
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- Figure 61: Spending on wine, by purpose of consumption, November 2006
- Mean spending on wine by the purpose of consumption
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- Figure 62: Mean spending on wine in the last three months, by purpose of consumption, by gender, November 2006
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- Figure 63: Mean spending on wine in the last three months, by purpose of consumption, by age, November 2006
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- Figure 64: Mean spending on wine in the last three months, by purpose of consumption, by income, November 2006
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- Figure 65: Mean spending on wine in the last three months, by purpose of consumption, by region, November 2006
- Wine and education
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- Figure 66: Wine and education, by age, November 2006
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- Figure 67: Wine and education, by income, November 2006
Future and Forecast
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- Future trends
- Relief in wine retail regulating laws will continue to drive growth
- Mass merchandisers and warehouse clubs will continue with strong sales growth
- Packaging innovation will drive growth
- Demographic influences
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- Figure 68: U.S. population and projections, by age, 2001-11
- Market forecast
- Table wine
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- Figure 69: Forecast of total U.S. retail sales of table wine, at current and constant prices, 2006-11
- Forecast factors
Appendix: Trade Associations
Appendix: New Product Briefs
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