Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Wine sales slow down due to the impact of the economy
- Domestic wines grow at the expense of imported wines
- Off-premise channels gain; on-premise sales remain challenged
- E.&J. Gallo continues to be the topmost wine producer
- The online market is limited
- Wine consumption remains stable during 2006-11
- Chardonnay is the most popular white wine; merlot tops in red wine
- Wine drinkers show low interest in nontraditional packaging
Insights and Opportunities
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- Winning and losing with new selling formats
- Supermarket wine kiosks
- Hyatt’s better notion
- Starbucks’ winners and losers
- The Whole wine question
Inspire Insights
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- Inspire Trend: “Snack Society”
- Inspire Trend: “Eco and Ego”
Market Size and Forecast
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- Key points
- U.S. wine growth continues, albeit at a slower rate
- Sales and forecast of wine
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- Figure 1: Total* U.S. dollar sales and forecast of wine**, at current prices, 2006-16
- Figure 2: Total* U.S. dollar sales and forecast of wine**, at inflation-adjusted prices, 2006-16
- Figure 3: Total U.S. volume* sales of wine, 2006-11
- Fan chart forecast
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- Figure 4: Fan chart forecast of total U.S. retail sales of wine, at current prices, 2006-16
Market Drivers
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- Challenging economy beleaguers wine
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- Figure 5: Gross domestic product
- (Un)employment
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- Figure 6: Percentages of unemployed adults aged 16+, 2001-11
- Figure 7: Unemployment status (seasonally adjusted) among civilian non-institutional population, by age, gender, and race/Hispanic origin, September 2010-September 2011
- Baby Boomers and Millennials embrace wine
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- Figure 8: U.S. population aged 21 or older, 2006-16
- Ethnic wine drinkers
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- Figure 9: Incidence of drinking domestic wine among Hispanics, by languages spoken, February 2010-March 2011
- Figure 10: Hispanics who drink imported wine, by languages spoken, February 2010-March 2011
- Figure 11: Population aged 21 or older, by race and Hispanic origin, 2006-16
- Control state stores and privatization
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- Figure 12: Control States
Competitive Context
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- Wine outpaces beer and sprits
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- Figure 13: Trends in table wine consumption versus other alcoholic beverages, January 2006-March 2011
- Figure 14: wine consumption in the U.S.
- Down Under, overproduced
Segment Performance
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- Total volume sales of wine, by segment
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- Figure 15: U.S. volume sales of wine, by segment, 2006-11
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- Figure 16: U.S. volume sales of wine, by segment, 2009 and 2011
Segment Performance—Domestic Wine
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- Key points
- Chardonnay leads table wine
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- Figure 17: U.S. volume sales of domestic wine, 2006-11
- Figure 18: U.S. volume sales of domestic table wine, 2006-11
- Sparkling for every day
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- Figure 19: U.S. volume sales of domestic sparkling wine, 2006-11
- Dessert and fortified wines decline
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- Figure 20: U.S. volume sales of domestic dessert and fortified wine, 2006-11
- Vermouth is flat
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- Figure 21: U.S. volume sales of domestic vermouth/aperitif, 2006-11
Segment Performance—Imported Wine
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- Key points
- Import performance is mixed
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- Figure 22: U.S. volume sales of imported wine, 2006-11
- Figure 23: U.S. volume sales of imported table wine, 2006-11
- Champagne and sparkling wine
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- Figure 24: U.S. volume sales of imported Champagne and sparkling wine, 2006-11
- Saké buoys imported dessert, fortified wines
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- Figure 25: U.S. volume sales of imported dessert and fortified wine, 2006-11
- Vermouths, aperitifs down
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- Figure 26: U.S. volume sales of imported vermouth/aperitif, 2006-11
Retail Channels—On-premise
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- Key points
- Off-premise trumps on-premise
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- Figure 27: Total U.S. on-premise* dollar sales and forecast of wine, at current prices, 2006-16
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- Figure 28: Total U.S. off-premise dollar sales and forecast of wine, at current prices, 2006-16
- Wine, the priciest option
- Inventory management
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- Figure 29: Alcoholic beverage consumption, by beverage type and channel, December 2010
- Types of wine consumed
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- Figure 30: Top 10 alcoholic beverages, by incidence, Q4 2007-Q4 2010
- Local wines
- Fine dining fights back
- Casual restaurants
Retail Channels–Off-premise
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- Specialty stores
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- Figure 31: Retail channel choice to purchase wine, July 2011
- Grocery stores
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- Figure 32: U.S. supermarket wine sales, 2006-11
- Convenience stores
- Drug stores
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- Figure 33: drug store wine sales, 2006-11
- Warehouse clubs
- The online market is limited
- A boom for wineries
Companies and Brands
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- Key points
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- Figure 34: Wine sales of leading companies, by volume, 2009 and 2010
Brand Share—Domestic Table Wine
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- Key points
- Value versus high end
- California wines dominate
- Domestic table wine brand performance
- Shoes off to E.&J. Gallo
- The Wine Group’s Fish Eye and Cupcake are top performers
- Bronco’s Two Buck Chuck declines
- Constellation Brands improves financial position
- Trinchero brands grow
- Treasury’s first-year challenges
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- Figure 35: U.S. domestic table wine brand sales by volume, 2009 and 2010
- Domestic sparkling wine
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- Figure 36: U.S. domestic sparkling wine brand sales by volume, 2009 and 2010
- Dessert and fortified wines decline
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- Figure 37: U.S. domestic dessert and fortified wine brand sales by volume, 2009 and 2010
- Gallo vermouth dominates
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- Figure 38: U.S. domestic vermouth/aperitif brand sales by volume, 2009 and 2010
Brand Share—Imported Wine
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- Key points
- Italy dominates imports
- Imported table wine brand performance
- Deutsch’s Yellow Tail isn’t wagging
- Banfi Vintners’ sales are flat
- Palm Bay’s Santa Rita grows
- Treasury notes
- Constellation’s ups and downs
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- Figure 39: U.S. imported table wine brand sales by volume, 2009 and 2010
- Verdi Spumante dominates Champagne
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- Figure 40: U.S. imported Champagne and sparkling wine brand sales by volume, 2009 and 2010
- More interest in Port, sherry, and saké
- High-end sherry imports grow
- Japanese drink less saké
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- Figure 41: U.S. imported dessert and fortified wine brand sales by volume, 2009 and 2010
- Imported vermouth and aperitifs
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- Figure 42: U.S. imported vermouth/aperitif brand sales by volume, 2009 and 2010
Private Label Trends
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- On-premise house wines
- No price competition
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- Figure 43: Hyatt private label
- Off-premise private labels
- Supermarkets
- Convenience stores
- Other channels
Innovations and Innovators
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- Product claims decline in 2010
- Consumers rebuff convenient packaging
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- Figure 44: Top 10 claims in new wine products, 2010* and 2011*
- Emphasis on country of origin
- Wine with a hint of fruity, floral notes
- Limited edition
- Organic maintains momentum
- Wines with a good cause
- Wine blends
Marketing Strategies
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- Figure 45: wine ad spending by media, 2009-10
- Wine as a “group thing”
- Television
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- Figure 46: top 10 broadcast TV advertisers
- “Millennial” brands on TV
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- Figure 47: Cupcake, TV ad, 2010
- Figure 48: Freixenet, TV ad, 2010
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- Figure 49: Simply Naked, TV ad, 2010
- “Traditional” brands
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- Figure 50: Jacob’s Creek, TV ad, 2011
- Figure 51: San Giuseppe Wines, TV ad, 2011
- Billboards
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- Figure 52: Barefoot cellars’ trash ad
- Online promotions
- Social media and Millennials
- Does social media drive sales?
- Specialty retailers
- Wine suppliers
- Mobile marketing
- On-premise iPad wine lists
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The Consumer—Usage, Frequency of Use
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- Key points
- Wine versus other alcoholic beverages
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- Figure 53: Table wine consumption versus other alcoholic beverages, by gender, February 2010-March 2011
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- Figure 54: Table wine consumption versus other alcoholic beverages, by age, February 2010-March 2011
- Trends in wine consumption
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- Figure 55: Trends in table, sparkling, dessert wine consumption, January 2006-March 2011
- More women than men consume wine
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- Figure 56: Personal consumption of wine, by gender, February 2010-March 2011
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- Figure 57: Consumption of domestic wine by type, by gender, February 2010-March 2011
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- Figure 58: Average volume consumption of different types of wine, by gender, February 2010-March 2011
Wine Purchase Behavior: Type and Varietal
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- Key points
- Favorite white wines
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- Figure 59: Wine purchase behavior for white wine varietals, July 2011
- Favorite red wines
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- Figure 60: Wine purchase behavior for red wine varietals, July 2011
Wines Consumed by Brand, Country
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- Key points
- Value brands dominate domestics and imports
- Favorite domestic wine brands
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- Figure 61: Consumption of domestic wine by brands with at least 7% penetration, by gender, February 2010-March 2011
- Wine consumption by country of origin
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- Figure 62: Consumption of imported wine by country of origin, by gender, February 2010-March 2011
- Favorite imported brands
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- Figure 63: Consumption of imported wine by at least 7% brand penetration, by gender, February 2010-March 2011
- Favorite brands of sparkling and other wines
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- Figure 64: Consumption of Champagne and sparkling wine by at least 9% brand penetration (domestic and imported), by gender, February 2010-March 2011
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- Figure 65: Consumption of Port, sherry, and dessert wine (domestic and imported) by at least 7% brand penetration, by gender, February 2010-March 2011
Impact of Age on Wine Consumption
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- Key points
- Older adults and Millennials
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- Figure 66: Personal consumption of wine, by age, February 2010-March 2011
- Frequency and amount consumed
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- Figure 67: Average volume consumption of different types of wine, by age, February 2010-March 2011
- Types of wine, by age
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- Figure 68: Consumption of domestic wine by type, by age, February 2010-March 2011
- Lower-priced wines dominate
- Convenience store wines
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- Figure 69: Consumption of domestic wine by top brands, by age, February 2010-March 2011
- Country versus brand
- Millennials drink French wine
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- Figure 70: Consumption of imported wine by country of origin, by age, February 2010-March 2011
- Figure 71: Consumption of imported wine by at least 7% brand penetration, by age, February 2010-March 2011
Impact of Household Income
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- Key points
- Nuances of wine and income
- Restaurants
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- Figure 72: Personal consumption of wine, by household income, February 2010-March 2011
- Figure 73: Average volume consumption of different types of wine, by household income, February 2010-March 2011
- Domestic wine types and brands
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- Figure 74: Consumption of domestic wine by type, by household income, February 2010-March 2011
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- Figure 75: Consumption of domestic wine brand, by at least 7% usage, by household income, February 2010-March 2011
- Imported wines and brands
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- Figure 76: Consumption of imported wine by country of origin, by household income, February 2010-March 2011
- Figure 77: Consumption of imported wine by at least 7% brand penetration, by household income, February 2010-March 2011
Impact of Region on Wine Consumption
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- Key points
- The Grapey Northeast
- Exceptions on the income front
- Top metro areas
- Other variables
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- Figure 78: Personal consumption of wine, by region, February 2010-March 2011
- Figure 79: Average volume consumption of different types of wine, by region, February 2010-March 2011
Wine—Important Influences and Attitudes
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- Key points
- Influencing decisions
- Organic/trade certified
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- Figure 80: Importance of various attributes when buying wine, by gender, July 2011
- Figure 81: Importance of various attributes when buying wine, by age, July 2011
- Confidence versus income
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- Figure 82: Importance of various attributes when buying wine, by household income, July 2011
- Attitudes regarding price and value
- Affluent wine drinkers
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- Figure 83: Attitudes toward price, quality, packaging, and domestic vs. imported, by age, July 2011
- Figure 84: Attitudes toward price, quality, packaging, and domestic vs. imported, by household income, July 2011
- Low interest in alternative packaging
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- Figure 85: Wine purchase by packaging type, by age, July 2011
- Figure 86: Wine purchase by packaging type, by household income, July 2011
- Quality and value of country of origin
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- Figure 87: Opinion about quality, sophistication, fun, and value of wine from different countries, by July 2011
Impact of Race and Hispanic Origin
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- Key points
- Consumption patterns
- Overlooked ethnic groups
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- Figure 88: Table wine consumption versus other alcoholic beverages, by race/Hispanic origin, February 2010- March 2011
- Figure 89: Personal consumption of wine, by race/Hispanic origin, February 2010-March 2011
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- Figure 90: Average volume consumption of different types of wine, by race/Hispanic origin, February 2010-March 2011
- Types of wine consumed
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- Figure 91: Consumption of domestic wine by type, by race/Hispanic origin, February 2010-March 2011
- Favorite domestic and imported brands
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- Figure 92: Consumption of domestic wine by top brands, by race/Hispanic origin, February 2010-March 2011
- Figure 93: Consumption of imported wine by at least 7% brand penetration, by race/Hispanic origin, February 2010-March 2011
Custom Consumer Groups
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- Key points
- Wine purchasing by type and price range
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- Figure 94: Wine purchase by type and most often used price range, February 2010-March 2011
- Experian Simmons consumer segmentation findings
- Retail shopper segmentation
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- Figure 95: Personal consumption of wine, by retail shopping segment, February 2010-March 2011
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- Figure 96: Consumption of domestic wine by type, by retail shopping segment, February 2010-March 2011
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- Figure 97: Consumption of imported wine by country of origin, by retail shopping segment, February 2010-March 2011
- Economic outlook segmentation
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- Figure 98: Personal consumption of wine, by economic outlook segment, February 2010-March 2011
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- Figure 99: Consumption of domestic wine by type, by economic outlook segment, February 2010-March 2011
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- Figure 100: Consumption of imported wine by country of origin, by economic outlook segment, February 2010-March 2011
- Health and wellbeing segmentation
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- Figure 101: Personal consumption of wine, by health and wellbeing segment, February 2010-March 2011
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- Figure 102: Consumption of domestic wine by type, by health and wellbeing segment, February 2010-March 2011
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- Figure 103: Consumption of imported wine by country of origin, by health and wellbeing segment, February 2010-March 2011
Cluster Analysis
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- Persnickety Palates
- Demographics
- Characteristics
- Opportunity
- Apprentice Connoisseurs
- Demographics
- Characteristics
- Opportunity
- Bargain Shoppers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 104: Wine consumer clusters, July 2011
- Figure 105: Incidence of drinking different types of wine, by wine consumer clusters, July 2011
- Figure 106: Attitude toward wine, by wine consumer clusters, July 2011
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- Figure 107: Importance of wine attributes in making purchase decision, by wine consumer clusters, July 2011
- Figure 108: Wine purchase by packaging type, by wine consumer clusters, July 2011
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- Figure 109: Wine purchase by price range, by wine consumer clusters, July 2011
- Cluster demographic tables
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- Figure 110: Wine consumer clusters, by gender, July 2011
- Figure 111: Wine consumer clusters, by age, July 2011
- Figure 112: Wine consumer clusters, by household income, July 2011
- Figure 113: Wine consumer clusters, by race, July 2011
- Figure 114: Wine consumer clusters, by Hispanic origin, July 2011
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- Figure 115: Wine consumer clusters, by education, July 2011
- Figure 116: Wine consumer clusters, by employment, July 2011
- Cluster methodology
Additional Tables
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- Wines consumed by brand, country
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- Figure 117: Consumption of Champagne and sparkling wine by at least 9% brand penetration, by age, February 2010-March 2011
- Figure 118: Consumption of Port, sherry, and dessert wine by at least 7% brand penetration, by age, February 2010-March 2011
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- Figure 119: Consumption of Champagne and sparkling wine by at least 9% brand penetration, by household income, February 2010-March 2011
- Figure 120: Consumption of Port, sherry, and dessert wine by at least 7% brand penetration, by household income, February 2010-March 2011
- Wine consumed by region
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- Figure 121: Consumption of domestic wine by type, by region, February 2010-March 2011
- Figure 122: Consumption of domestic wine by top brands, by region, February 2010-March 2011
- Figure 123: Consumption of imported wine by country of origin, by region, February 2010-March 2011
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- Figure 124: Consumption of imported wine by at least 7% brand penetration, by region, February 2010-March 2011
- Figure 125: Consumption of Champagne and sparkling wine by at least 9% brand penetration, by region, February 2010-March 2011
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- Figure 126: Consumption of Port, sherry, and dessert wine by at least 7% brand penetration, by region, February 2010-March 2011
- Attributes and attitudes
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- Figure 127: Attitudes toward price, quality, packaging, and domestic vs. imported, by gender, July 2011
- Figure 128: Wine purchase by packaging type, by gender, July 2011
- Wine purchases by price range
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- Figure 129: Wine purchase, by price range, July 2011
- Figure 130: Wine purchase by price range wine drinkers use most often, by gender, July 2011
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- Figure 131: Wine purchase by price range wine drinkers use most often, by age, July 2011
- Figure 132: Wine purchase by price range wine drinkers use most often, by household income, July 2011
- Attitudes, quality and value
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- Figure 133: Opinion about quality, sophistication, fun, and value of wine from France, by age, July 2011
- Figure 134: Opinion about quality, sophistication, fun, and value of wine from Italy, by age, July 2011
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- Figure 135: Opinion about quality, sophistication, fun, and value of wine from Argentina, by age, July 2011
- Figure 136: Opinion about quality, sophistication, fun, and value of wine from Chile, by age, July 2011
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- Figure 137: Opinion about quality, sophistication, fun, and value of wine from Australia, by age, July 2011
- Figure 138: Opinion about quality, sophistication, fun, and value of wine from New Zealand, by age, July 2011
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- Figure 139: Opinion about quality, sophistication, fun, and value of wine from California, by age, July 2011
- Impact of race/Hispanic origin
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- Figure 140: Consumption of imported wine by country of origin, by race/Hispanic origin, February 2010-March 2011
- Figure 141: Attitudes toward price, quality, packaging, and domestic vs. imported, race/Hispanic origin, July 2011
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- Figure 142: Consumption of Champagne and sparkling wine by at least 9% brand penetration, by race/Hispanic origin, February 2010-March 2011
- Figure 143: Consumption of Port, sherry, and dessert wine by at least 7% brand penetration, by race/Hispanic origin, February 2010-March 2011
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- Figure 144: Wine purchase by packaging type, by race/Hispanic origin, July 2011
- Figure 145: Wine purchase by price range wine drinkers use most often, by race/Hispanic origin, July 2011
Appendix—Trade Associations
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