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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- The market
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- Figure 1: U.S. sales and fan chart forecast of wine, at current prices, 2007-17
- Market factors
- Alcohol consumption on the decline
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- Figure 2: Wine consumption, by percentage of consumers, March 2008-March 2012
- Millennials highly engaged, but price conscious
- Market segmentation
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- Figure 3: U.S. volume sales of wine, by segment, 2010 and 2012
- Retail channels
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- Figure 4: Total U.S. off-premise dollar sales of wine, by channel, at current prices, 2010 and 2012
- Innovation
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- Figure 5: Wine launches, by top five claims, 2007-12*
- The consumer
- Nearly six in 10 consumers drink red, white, or sparkling wine
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- Figure 6: Frequency of wine consumption, by type, June 2012
- 21-24s over index in wine consumption, 25-44s also key groups
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- Figure 7: Frequency of wine consumption, “any consumption” by type, by age, June 2012
- What we think
Issues in the Market
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- How can the category grow its base of users?
- What role do marketers and retailers play in consumer wine education?
- How receptive are consumers to product packaging innovations?
Insights and Opportunities
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- A focus on health may engage older consumers
- Clarify inherent health benefits/risks
- Address other health/wellness needs
- Grow interest among men
- Encourage everyday enjoyment
Trend Applications
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- Trend: Guiding Choice
- Trend: Minimize Me
- Inspire 2015 Trend: Access Anything Anywhere
Market Size and Forecast
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- Key points
- Wine sales grow to $40 billion in 2012
- Sales and forecast of wine
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- Figure 8: U.S. retail sales and forecast of wine, at current prices, 2007-17
- Figure 9: U.S. retail sales and forecast of wine, at inflation-adjusted prices, 2007-17
- Figure 10: Total U.S. volume sales of wine, 2007-12
- Fan chart forecast
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- Figure 11: U.S. retail sales and fan chart forecast of wine, at current prices, 2007-17
Market Drivers
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- Key points
- Alcohol consumption on the decline
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- Figure 12: Wine consumption, March 2008-March 2012
- Figure 13: Reasons for drinking fewer alcoholic beverages at home, March 2012
- Slow economy impacts sales, consumer confidence
- Wine makers/marketers should address consumer interest in health
- Millennials highly engaged, but price conscious
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- Figure 14: Population, by age, 2007-17
- Growth in Asian and Hispanic populations good for the category
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- Figure 15: Population, by race and Hispanic origin, 2007-17
Competitive Context
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- Key points
- On-premise wine sales challenge retail performance
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- Figure 16: Total U.S. on-premise dollar sales of wine, at current prices, 2007-12
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- Figure 17: Occasions that motivate alcoholic beverage purchases, by gender, March 2012
- Wine sales outpace spirits and beer
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- Figure 18: Changes in liquor consumption at home, by type, March 2012
Segment Performance
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- Key points
- Imported wine struggles 2010-12
- Sales of market, by segment
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- Figure 19: U.S. volume sales of wine, by segment, 2010 and 2012
Segment Performance—Domestic Wine
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- Key points
- Domestic wine sales grow 15% from 2007-12
- Sales of domestic wine
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- Figure 20: U.S. volume sales of domestic wine, 2007-12
- Sales of domestic table wine
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- Figure 21: U.S. volume sales of domestic table wine, 2007-12
- Sales of domestic sparkling wine
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- Figure 22: U.S. volume sales of domestic sparkling wine, 2007-12
- Dessert, fortifieds, vermouth/aperitif struggle
- Sales of domestic dessert and fortified wine
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- Figure 23: U.S. volume sales of domestic dessert and fortified wine, 2007-12
- Sales of domestic vermouth and aperitif
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- Figure 24: U.S. volume sales of domestic vermouth and aperitif, 2007-12
Segment Performance—Imported Wine
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- Key points
- Imported wine struggles, may see future turnaround
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- Figure 25: U.S. volume sales of imported wine, 2007-12
- Sales of imported table wine
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- Figure 26: U.S. volume sales of imported table wine, 2007-12
- Sales of imported sparkling wine
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- Figure 27: U.S. volume sales of imported sparkling wine, 2007-12
- Sales of imported dessert and fortified wine
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- Figure 28: U.S. volume sales of imported dessert and fortified wine, 2007-12
- Sales of imported vermouth and aperitif
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- Figure 29: U.S. volume sales of imported vermouth and aperitif, 2007-12
Retail Channels
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- Key points
- “Other” channels command sales, drug stores show improvement
- Sales of wine, by channel
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- Figure 30: Total U.S. off-premise dollar sales of wine, by channel, at current prices, 2010 and 2012
Retail Channels—Supermarkets
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- Key points
- Supermarket wine sales grow by 25% from 2007-12
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- Figure 31: Giant Eagle TV ad, “Huge Selection,” 2011
- Supermarket sales of wine
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- Figure 32: U.S. supermarket dollar sales of wine, at current prices, 2007-12
- Supermarkets under the gun to stand out from the competition
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- Figure 33: Wine consumption, by food lifestyle segmentation, January 2011-March 2012
Retail Channels—Drug Stores
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- Key points
- Wine sales at drug channel small, growing strong
- Drug store sales of wine
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- Figure 34: U.S. drug store dollar sales of wine, at current prices, 2007-12
Retail Channels—Other Channels
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- Key points
- “Other” sales channels grew sales by 26% from 2007-12
- Other channels sales of wine
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- Figure 35: Dollar sales of wine through other off-premise channels, at current prices, 2007-12
Leading Companies
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- Key points
- Manufacturer sales of wine
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- Figure 36: Wine sales of leading companies, by volume, 2010-11
Brand Share—Domestic
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- Key points
- Value wines lose share to high-end, private labels
- Brand performance for domestic table wines
- E.&J. Gallo digs toes deeper in the sand
- The Wine Group’s Cupcake continues its upward climb
- Brand growth lifts Trinchero’s ranking
- Constellation sales flat as portfolio grows
- Treasury’s continued struggles
- Sales of leading domestic table wine brands
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- Figure 37: Sales of leading domestic table wine brands, by volume, 2010-11*
- Domestic sparkling wine
- Sales of leading domestic sparkling wine brands
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- Figure 38: Sales of leading domestic sparkling wine brands, by volume, 2010-11*
- Dessert and fortified wines continue decline
- Sales of leading domestic dessert and fortified wine brands
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- Figure 39: Sales of leading domestic dessert and fortified wine brands, by volume, 2010-11*
- Vermouth sales down
- Sales of leading domestic vermouth and aperitif brands
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- Figure 40: Sales of leading domestic vermouth and aperitif brands, by volume, 2010-11*
Brand Share—Imported
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- Key points
- Imported Table wine brand performance
- Deutsch’s Yellow Tail: People love this roo
- Banfi Vintners’ sales stagnant
- Gallo’s Alamos, Palm Bay’s Santa Rita hit strides
- Treasury plagued by problems
- A roller coaster at Constellation
- The Wine Group sweetens up
- Sales of leading imported table wine brands
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- Figure 41: Sales of leading imported table wine brands, by volume, 2010-11*
- Champagne and sparkling wine led by Verdi Spumante
- Sales of leading imported Champagne/sparkling wine brands
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- Figure 42: Sales of leading imported Champagne/sparkling wine brands, by volume, 2010-11*
- Port and sherry sales flat, sake consumption surges
- Ports embrace roots
- Sales of leading imported dessert and fortified wine brands
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- Figure 43: Sales of leading imported dessert and fortified wine brands, by volume, 2010-11*
- Imported vermouth and aperitifs
- Sales of leading imported vermouth and aperitif brands
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- Figure 44: Sales of leading imported vermouth and aperitif brands, by volume, 2010-11*
Innovations and Innovators
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- New product launch trends
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- Figure 45: Wine launches, by launch type, 2007-12*
- Ethical and packaging claims lead product launches
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- Figure 46: Wine launches, by top 10 claims, 2007-12*
- Boxes
- Pouches
- Single serving
- How sweet it is
- Blends
- Moscato
- Flavored
- Organic
Marketing Strategies
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- Overview of brand landscape
- Brand analysis: Yellow Tail
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- Figure 47: Brand analysis of Yellow Tail, 2012
- Online initiatives
- TV presence
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- Figure 48: Yellow Tail TV ad, “Holiday Party,” 2011
- Print and other
- Constellation refreshes brands
- Brand analysis: Constellation’s Black Box
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- Figure 49: Brand analysis of Black Box, 2012
- TV presence
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- Figure 50: Black Box TV ad, “Lose The Bottle,” 2012
- Print and other
- Constellation educates consumers
- Kim Crawford asks consumers to ‘undo ordinary’
- Brand analysis: Cavit
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- Figure 51: Brand analysis of Cavit, 2012
- TV presence
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- Figure 52: Cavit TV ad, “Certain Thing (Lunetta Prosecco),” 2011
- Print and other
- Brand analysis: Concha Y Toro
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- Figure 53: Brand analysis of Cavit, 2012
- TV presence
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- Figure 54: Concha Y Toro TV ad, “The Devil,” 2012
- Brand analysis: Cupcake
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- Figure 55: Brand analysis of Cupcake, 2012
- TV presence
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- Figure 56: Cupcake TV ad, “It’s A Treat,” 2011
- Online initiatives
- Beam’s Skinnygirl encourages women to ‘drink like a lady’
- Ste. Michelle Wine Estates
- Chateau Ste. Michelle offers women relief from every day roles
Frequency of Wine Consumption
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- Key points
- Nearly six in 10 consumers drink red, white, or sparkling wine
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- Figure 57: Frequency of wine consumption, by type, June 2012
- Men represent an opportunity for growth in wine sales
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- Figure 58: Frequency of wine consumption, by type, by gender, June 2012
- 21-24s over index in wine consumption, 25-44s also key groups
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- Figure 59: Frequency of wine consumption, by type, by age, June 2012
- Wine suffers from stigma of high cost
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- Figure 60: Frequency of wine consumption, by type, by household income, June 2012
Types of Domestic Wine Consumed
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- Key points
- Red wine consumption on the rise, white down slightly
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- Figure 61: Types of domestic dinner/table wine consumed, March 2008-March 2012
- Men over index in red wine consumption
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- Figure 62: Types of domestic dinner/table wine consumed, by gender, January 2011-March 2012
- Younger consumers appear drawn to lighter wine
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- Figure 63: Types of domestic dinner/table wine consumed, by age, January 2011-March 2012
Types of Imported Wine Consumed
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- Key points
- Australian wine struggles, Chilean and Argentinean gain favor
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- Figure 64: Kinds of imported dinner/table wine consumed, March 2008-March 2012
- Men more likely than women to consume all types of imports
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- Figure 65: Kinds of imported dinner/table wine consumed, by gender, January 2011-March 2012
- Future may be bright for Spanish wine
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- Figure 66: Kinds of imported dinner/table wine consumed, by age, January 2011-March 2012
- Wines perceived as having a good value enjoyed by high-income HHs
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- Figure 67: Kinds of imported dinner/table wine consumed, by household income, January 2011-March 2012
Attitudes Toward Wine
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- Key points
- Men are more likely than women to claim wine expertise
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- Figure 68: Attitudes toward red, white, and rosé wine, by gender, June 2012
- 21-34s most engaged in wine experience
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- Figure 69: Attitudes toward red, white, and rosé wine, by age, June 2012
- Wine knowledge spans income, lower-income earners price sensitive
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- Figure 70: Attitudes toward red, white, and rosé wine, by household income, June 2012
Attitudes Toward Champagne and Sparkling Wine
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- Key points
- Attitude toward sparkling wine positive, especially among women
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- Figure 71: Attitudes toward Champagne and sparkling wine, by gender, June 2012
- 21-34s open to sparkling wine, but drawn to Champagne
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- Figure 72: Attitudes toward Champagne and sparkling wine, by age, June 2012
Important Attributes When Buying Wine
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- Key points
- Familiarity important among wine drinkers
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- Figure 73: Important attributes when buying wine, 2011 and 2012
- Women prioritize familiarity, price
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- Figure 74: Important attributes when buying wine, by gender, June 2012
- Under 45s prioritize more wine attributes
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- Figure 75: Important attributes when buying wine, by age, June 2012
Wine Packaging
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- Key points
- Corks reign, but 36% of wine drinkers buy screw-top bottles
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- Figure 76: Wine packaging types bought, by gender, June 2012
- Women may be more open to product innovation
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- Figure 77: Attitudes toward wine packaging, by gender, June 2012
- Price, not preference, may drive 21-34s’ interest in format variety
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- Figure 78: Wine packaging types bought, by age, June 2012
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- Figure 79: Attitudes toward wine packaging, by age, June 2012
- High-income HHs more likely to have tried a variety of packaging options
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- Figure 80: Wine packaging types bought, by household income, June 2012
- Figure 81: Attitudes toward wine packaging, by household income, June 2012
Price Range
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- Key points
- Consumers appear most comfortable with $5-15 bottles
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- Figure 82: Usual price range for buying wine, June 2012
- Women are more price conscious than men
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- Figure 83: Usual price range for buying wine, by gender, June 2012
- Higher-income HH allows for, but doesn’t necessitate, higher purchase price
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- Figure 84: Usual price range for buying wine, by household income, June 2012
Perception of Wine by Region
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- Key points
- California wine favored for variety, trusted brands, value
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- Figure 85: Perceptions of Californian wine, June 2012
- Italian wine offers variety, quality, and trusted brands
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- Figure 86: Perceptions of Italian wine, June 2012
- French wine offers variety, quality, and sophistication
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- Figure 87: Perceptions of French wine, June 2012
- Australian wine offers variety, value, and trusted brands
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- Figure 88: Perceptions of Australian wine, June 2012
- Argentinean wine offers variety, value, and quality
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- Figure 89: Perceptions of Argentinean wine, June 2012
- Chilean wine offers variety, value, and quality
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- Figure 90: Perceptions of Chilean wine, June 2012
- New Zealand wine offers variety, value, quality, and brands
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- Figure 91: Perceptions of New Zealand wine, June 2012
Impact of Race and Hispanic Origin
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- Key points
- Asian and Hispanic consumers appear as key targets for wine sales
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- Figure 92: Frequency of wine consumption, by type, by race/Hispanic origin, June 2012
- Opportunity to grow Hispanic participation with red, black with white
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- Figure 93: Types of domestic dinner/table wine consumed, by race/Hispanic origin, January 2011-March 2012
- Regional preferences abound
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- Figure 94: Kinds of imported dinner/table wine consumed, by race/Hispanic origin, January 2011-March 2012
- Asians identify with being wine smart, Hispanics price conscious
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- Figure 95: Attitudes toward red, white, and rosé wine, by race/Hispanic origin, June 2012
- Asians consumers open to size variation
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- Figure 96: Wine packaging types bought, by race/Hispanic origin, June 2012
- Asians consumers appear brand aware
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- Figure 97: Important attributes when buying wine, by race/Hispanic origin, June 2012
- Black respondents look for low cost, Asians willing to spend more
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- Figure 98: Usual price range for buying wine, by race/Hispanic origin, June 2012
Appendix—Other Useful Tables
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- Brand usage
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- Figure 99: Brands of domestic dinner/table wine consumed past 30 days, January 2011-March 2012
- Figure 100: Brands of imported dinner/table wine consumed past 30 days, January 2011-March 2012
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- Figure 101: Brands of Champagne & sparkling wine consumed past 30 days, January 2011-March 2012
- Figure 102: Brands of port, sherry, & dessert wine consumed past 30 days, January 2011-March 2012
- Frequency of wine consumption
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- Figure 103: Frequency of wine consumption, by type, by region, June 2012
- Types of domestic wine consumed
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- Figure 104: Types of domestic dinner/table wine consumed, by household income, January 2011-March 2012
- Attitudes toward Champagne and sparkling wine
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- Figure 105: Attitudes toward Champagne and sparkling wine, by household income, June 2012
- Important attributes when buying wine
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- Figure 106: Important attributes when buying wine, June 2012
- Figure 107: Important attributes when buying wine, by household income, June 2012
- Price range
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- Figure 108: Usual price range for buying wine, by frequency of wine consumption, by type, June 2012
Appendix—Trade Associations
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