Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- Volume sales outpace dollar sales
- Beer and spirits continue to have bigger consume base than wine
- Issues of oversupply
- Domestic vs. imports
- Brand share—Domestic table wine
- Brand share—Imported wine
- Retail channels
- Wine consumption patterns
- Wine imports: Leading countries of origin
- Company and brand positioning
- Marketing strategies
- The wine consumer
- Blacks and Hispanics are under-targeted
- Most wine drinkers prefer regular wine packaging
- Impact of recession on drinking wine
Insights and Opportunities—A Market-centric View
-
- Wine dedication
- Hispanics: A growing, underserved market
- Reasons to target Hispanics
Inspire Trends
-
- Trend: Non-Standard Society
Market Size and Forecast
-
- Key points
- Volume outperforms dollar sales
- Future growth possible through cheaper wine assortment and focus on Hispanics and Baby Boomers
- Sales and forecast of wine
-
- Figure 1: Total U.S. dollar sales and forecast of wine, at current prices, 2005-15
- Figure 2: Total U.S. dollar sales and forecast of wine, at inflation-adjusted prices, 2005-15
- Figure 3: Total U.S. volume* sales of all wine, 2005-10
-
- Figure 4: Total U.S. volume* sales of table wine, 2005-10
Market Drivers
-
- Recession continues to impede consumer spending
-
- Figure 5: Employment status of the civilian non-institutional population 16 years and over, 2000-10
- At-home wine consumption on the rise due to the recession; on-premise consumption declines
-
- Figure 6: Influence of the recession on drinking behavior, by age, March 2010
- Alcohol consumption at bars/restaurants, by age
-
- Figure 7: Alcoholic beverage consumption at bars/restaurants compared to last year, by age, January 2010
- …but net at-home consumption lower than a year before
-
- Figure 8: Alcoholic beverage consumption at home compared to last year, by beverage type, March 2010
- Baby Boomers and Millennials offer growth opportunities
-
- Figure 9: Population aged 21 or older, 2005-15
- Women’s population growth is important to the market
-
- Figure 10: Population women aged 21 or older, 2005-15
- Population, by race/Hispanic origin
-
- Figure 11: Population, by race and Hispanic origin, 2005-15
Competitive Context
-
- Key points
- Spirits and beer present competition for wine
- Beer’s advantages
- Spirits vs. wine
- Trends in table wine consumption vs. other alcoholic beverages
-
- Figure 12: Trends in table wine consumption vs. other alcoholic beverages, January 2005-March 2010
- A smaller menu presence compared to spirits in on-premise channels
-
- Figure 13: Number of items on restaurant menu for different types of beverages, 2009-10
- Supply vs. demand
-
- Figure 14: European wine exports by country, 1960-2008
Segment Performance
-
- Key points
- Total volume sales of table wine, by segment
-
- Figure 15: U.S. volume sales of table wine, by segment, 2005-10
- Figure 16: U.S. volume sales of table wine, by segment, 2008 and 2010
Segment Performance—Domestic Table Wine
-
- Wallet-friendly domestic wines show winning streak
- Reds, whites and blends
- Total volume sales of domestic table wine
-
- Figure 17: U.S. volume sales of domestic table wine, 2005-10
Segment Performance—Imported Table Wine
-
- South America gains
- Total volume sales of imported table wine
-
- Figure 18: U.S. volume sales of imported table wine, 2005-10
Retail Channels
-
- Key points
-
- Figure 19: U.S. sales of wine*, by retail channel, 2008 and 2010
Retail Channels—On-premise
-
- Key points
- The flat restaurant industry
- Wine on tap, wine by the glass
- Other ways to cut costs, spur profits
-
- Figure 20: Total U.S. on-premise* dollar sales and forecast of wine, at current prices, 2005-15
- Figure 21: Total U.S. on-premise volume sales of wine, 2005-10
Retail Channels—Off-premise
-
- Key points
-
- Figure 22: Total U.S. off-premise* dollar sales and forecast of wine, at current prices, 2005-15
-
- Figure 23: Total U.S. off-premise volume sales of wine, 2005-10
Retail Channels—Supermarkets
-
- A red-hot category
- Private label
- Automated dispensers
- Many states prohibit wine sales in supermarkets
-
- Figure 24: U.S. sales of wine at supermarkets, 2005-10
Retail Channels—Warehouse Clubs/Supercenters
-
-
- Figure 25: U.S. Warehouse clubs/supercenters dollar sales of wine, 2005-10
-
Retail Channels—Other
-
- Convenience stores
- Drug and Dollar stores
- Liquor/packaged stores
-
- Figure 26: U.S. sales of wine at other* stores, 2005-10
Wine: Import and Export
-
- Key points
- Six-figure importers
- France
- Italy
- Australia
- New Zealand
- Chile
- Spain
- Argentina
- Other countries worth noting
-
- Figure 27: U.S. imports of wine, 2005-10*
- U.S. wine exports
-
- Figure 28: U.S. export of wine, 2005-10*
Companies and Brands
-
- Key points
- E. & J. Gallo’s Barefoot Strides
- The Wine Group—success in a box
- Bronco’s Two Buck Chuck & Three Dollar Koala
- Constellation realigns distribution
- Trinchero diversifies value
- Foster’s separates beer and wine
-
- Figure 29: Table wine sales of leading companies, by volume, 2008 and 2009
Brand Share—Domestic Table Wine
-
- Key points
- E. & J. Gallo’s Barefoot Cellars exhibits “stellar” performance
- Boxed wine brands buoy The Wine Group and Constellation Wines
- Trinchero’s Ménage à Trois creates momentum, Sutter Home remains stable
- Manufacturer and brand shares
-
- Figure 30: U.S. domestic table wine brand sales by volume, part 1, 2008 and 2009
- Figure 31: U.S. domestic table wine brand sales by volume, part 2, 2008 and 2009
Brand Share—Imported Table Wine
-
- Key points
- The World of Wine
- Australian wines grow volume, but decline in value
- On the consumer end, Australian wines continued to be big sellers
- Many Italian wine brands lose volume sales
- Argentinean and Chilean wines experience growth
- Manufacturer and brand shares
-
- Figure 32: U.S. imported table wine brand sales by volume, table 1, 2008 and 2009
- Figure 33: U.S. imported table wine brand sales by volume, table 2, 2008 and 2009
Private Label Trends
-
- Private Label at Retail
- Supermarkets
- Convenience stores
- Private Label On-Premise
Brand Qualities
-
- Foster’s Beringer takes note of growing influence of Hispanics
Innovation and Innovators
-
- Packaging attribute tops the list of claims in new wine products
-
- Figure 34: Top claims in new wine products, 2010*
-
- Figure 35: Top global claims in new wine products, 2010*
- Eco-friendly packaging; 3L cartons underscore waste reduction
- Fruit, fruit-flavored and fruit-aroma wines
- Fruit flavors and aromas
- Organic claims slow down in 2010
-
- Figure 36: Instance of organically grown grapes claim in new wine products, 2007-10
- Fair-trade certified and “green” wine catch on in the wine category
Marketing Strategies
-
- Wine advertising by type of wine
-
- Figure 37: Total wine advertising, by type of wine, 2008-09
-
- Figure 38: Wine advertising per case, 2005-09
- Wine advertising by media type
-
- Figure 39: Total wine advertising by type of media, 2008-09
- Wine advertising by producer and brand
-
- Figure 40: Advertising expenditure on wine, by producer and brand, 2008-09
- Print advertising snapshot
- Television ads
- Sutter Home Wines
-
- Figure 41: Sutter Home Wine, Network TV ad, September 2009
- Yellow Tail
-
- Figure 42: Yellow Tail Wines, Network TV ads, October 2009
-
- Figure 43: Yellow Tail Wines, Network TV ads, October 2009
- Oliver Winery
-
- Figure 44: Oliver Winery’s new Sangria, Local TV ad, November 2009
- Voga Italia
-
- Figure 45: Voga Italia, Local TV ad, November 2009
- Mobile marketing
- Wine online
- Blogs/reviews
The Consumer—Usage, Frequency of Use
-
- Key points
- Beer and spirits continue to boast bigger consumer base than wine
-
- Figure 46: Trends in table wine consumption vs. other alcoholic beverages, January 2005-March 2010
- Spirits and wine compete in attracting female consumers
-
- Figure 47: Table wine consumption versus other alcoholic beverages, by gender, February 2009-March 2010
- Young adults aged 21-34 continue to favor spirits and beer over wine
-
- Figure 48: Incidence of consuming alcoholic beverages, by type, by age, February 2009-March 2010
- Imports vs. domestic wine
-
- Figure 49: Trends in table and sparkling wine consumption, January 2005-March 2010
- Wine loses male consumers during 2007-10; female consumer base remains stable
-
- Figure 50: Trends in individual consumption of wine, by gender, January 2005-March 2010
- Wine popularity declines among adults aged 21-24 during 2007-10
-
- Figure 51: Trends in individual consumption of wine, by age group 21-34, January 2005-March 2010
- Generation X embraces unique products
-
- Figure 52: Trends in individual consumption of wine, by age group 35-54, January 2005-March 2010
- Older Baby Boomers are crucial
- 65+ consumers still love wine
-
- Figure 53: Trends in individual consumption of wine, by age group 55-65+, January 2005-March 2010
- Wine preferences by household income and region
- Income and region influence wine consumption
-
- Figure 54: Table wine consumption, by household income and region, February 2009-March 2010
- Frequency of drinking wine
-
- Figure 55: Trends in the frequency of drinking domestic and imported table wine in the past 30 days, January 2005-March 2010
- Frequency of drinking wine, by demographics
-
- Figure 56: Mean frequency of drinking table wine, by gender, age, household income, and region, February 2009-March 2010
- Consumption of domestic wine by type, gender
-
- Figure 57: Domestic table wine consumption by type, by gender, February 2009-March 2010
- Consumption of domestic wine by type, income
-
- Figure 58: Domestic table wine consumption by type, by household income, February 2009-March 2010
- Consumption of imported wine by country of origin
-
- Figure 59: Imported table wine consumption by country of origin, by gender, February 2009-March 2010
The Consumer Choice of Wine Packaging
-
- Wine purchase by the type of packaging, by age
-
- Figure 60: Wine purchase, by the type of packaging, by age, June/July 2010
- Wine purchase by the type of packaging, by income
-
- Figure 61: Wine purchase, by the type of packaging, by household income, June/July 2010
Consumer Attitudes Toward Wine
-
- Health perception of wine, by gender
-
- Figure 62: Health perception of wine, by gender, June/July 2010
- Attitude toward wine names and fruit wine, by age
-
- Figure 63: Attitude toward fun names and fruit wines, by age, June/July 2010
- Influence of family on wine consumption
-
- Figure 64: Raised in family that enjoys wine, by age, June/July 2010
- Wine and food, by income
-
- Figure 65: Attitudes to wine and food, by household income, June/July 2010
- Attitude toward expensive wine, imported and California wine, by gender
-
- Figure 66: Attitude toward expensive wine, imported wine, and California wine, by gender, June/July 2010
- Attitude toward expensive wine, imported and California wine, by age
-
- Figure 67: Attitude toward expensive wine, imported wine, and California wine, by age, June/July 2010
- Wine and consumer attitudes toward status and packaging attributes, by gender
-
- Figure 68: Attitude toward status and packaging attributes in purchasing wine, by age, June/July 2010
- Wine and consumer attitudes toward status and packaging attributes, by income
-
- Figure 69: Attitude toward status and packaging attributes in purchasing wine, by household income June/July 2010
Wine Attributes Important in Driving Purchase
-
- Decision-driving attributes in purchasing wine, by gender
-
- Figure 70: Decision-driving factors in the purchase of wine, by gender, June/July 2010
- Decision-driving attributes in purchasing wine, by age
-
- Figure 71: Decision-driving factors in the purchase of wine, by age, June/July 2010
Occasions to Drink Wine and Spending by Occasion
-
- Occasions to drink wine, by gender
-
- Figure 72: Occasions or places to drink wine, by gender, June/July 2010
- Spending on wine by the purpose of consumption
-
- Figure 73: Mean* spending on wine by purpose of consumption, by gender, June/July 2010
Impact of Recession on Drinking Wine
-
- Impact of the recession on drinking wine, by income
-
- Figure 74: Impact of recession on wine drinking, by household income, June/July 2010
Impact of Race and Hispanic Origin
-
- Black vs. white consumers
- Upscale black market is underserved
-
- Figure 75: Trends in individual consumption of wine, white vs. black respondents, January 2005-March 2010
- Hispanic and Asian wine consumption
- Asians
-
- Figure 76: Trends in individual consumption of wine, Asian respondents, January 2005-March 2010
- Hispanics
-
- Figure 77: Trends in individual consumption of wine, Hispanic respondents, January 2005-March 2010
- Consumption of domestic wine by type, variety
-
- Figure 78: Domestic table wine consumption by type, by race/Hispanic origin, February 2009-March 2010
- Consumption of imported wine by country of origin
-
- Figure 79: Imported table wine consumption by country of origin, by race/Hispanic origin, February 2009-March 2010
- Wine purchase by the type of packaging
-
- Figure 80: Wine purchase, by type of packaging, by race/Hispanic origin, June/July 2010
- Attitude toward wine names and fruit wine
-
- Figure 81: Attitude toward fun names and packaging type, by race/Hispanic origin, June/July 2010
- Attitudes toward status and packaging attributes
-
- Figure 82: Attitude toward status and packaging attributes in purchasing wine, by race/Hispanic origin, June/July 2010
Cluster Analysis
-
- Juggernauts
- Demographics
- Characteristics
- Opportunity
- Reducers
- Demographics
- Characteristics
- Opportunity
- Adjusters
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
-
- Figure 83: Wine clusters, July 2010
- Figure 84: Health perception of wine, by wine clusters, July 2010
-
- Figure 85: Attitude toward fun names and fruit wines, by wine clusters, July 2010
- Figure 86: Raised in family that enjoys wine, by wine clusters, July 2010
-
- Figure 87: Attitudes to wine and food, by wine clusters, July 2010
- Figure 88: Attitude toward expensive wine, imported wine, and California wine, by wine clusters, July 2010
-
- Figure 89: Attitude toward status and packaging attributes in purchasing wine, by wine clusters, July 2010
- Figure 90: Decision-driving factors in the purchase of wine, by wine clusters, July 2010
-
- Figure 91: Impact of recession on wine drinking, by wine clusters, July 2010
- Cluster demographics
-
- Figure 92: Wine clusters, by gender, July 2010
- Figure 93: Wine clusters, by age group, July 2010
- Figure 94: Wine clusters, by household income group, July 2010
-
- Figure 95: Wine clusters, by race, July 2010
- Figure 96: Wine clusters, by Hispanic origin, July 2010
- Cluster methodology
Custom Consumer Group
-
- Targeting “American Diversity”
- American Diversity: Who are they?
- Despite middle-class income, American Diversity shows high interest in wine
- Differences within the groups of American Diversity
-
- Figure 97: Consumption of wine, domestic/imported and color, among Mosaic group American Diversity, February 2009-March 2010
Appendix: Other Useful Consumer Tables
-
-
- Figure 98: Domestic table wine consumption, by type, by age, February 2009-March 2010
-
- Figure 99: Imported table wine consumption, by country of origin, by age, February 2009-March 2010
-
- Figure 100: Health perception of wine, by household income, June/July 2010
-
- Figure 101: Wine and food, by gender, June/July 2010
-
- Figure 102: Decision-driving attributes in the purchase of wine, by household income, June/July 2010
-
- Figure 103: Occasions or places to drink wine, by age, June/July 2010
-
- Figure 104: Occasions or places to drink wine, by household income, June/July 2010
-
Appendix: Other Useful Consumer Tables by Race/Hispanic Origin
-
-
- Figure 105: Mean frequency of drinking table wine, by race/Hispanic origin, February 2009-March 2010
-
- Figure 106: Decision-driving factors in the purchase of wine, by race/Hispanic origin, June/July 2010
-
- Figure 107: Occasions or places to drink wine, by race/Hispanic origin, June/July 2010
-
- Figure 108: Impact of the recession on wine drinking behavior, by race/Hispanic origin, June/July 2010
-
Appendix: Trade Associations
Back to top