Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Executive Summary
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- The market
- Wine sales continue to grow, but experience slowdown
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- Figure 1: Total US sales and forecast of wine, at current prices, 2008-18
- Market segmentation
- Imported wine continues to struggle
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- Figure 2: US volume sales of wine, by origin, 2011 and 2013
- Champagne/sparkling grows 9% from 2011-13
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- Figure 3: US volume sales of wine, by segment, 2011 and 2013
- Leading companies
- Gallo makes up one quarter of volume sales
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- Figure 4: Wine sales of top five leading companies, by volume, 2011-12
- Sales channels
- Off-premise sales continue growth trend
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- Figure 5: US volume sales of wine, by channel, at current prices, 2008-13
- The consumer
- 25-34s lead wine consumption
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- Figure 6: Wine usage, by age, July-August 2013
- Familiarity trumps price in purchase decision among wine buyers
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- Figure 7: Purchase decision (top five), July-August 2013
- What we think
Issues and Insights
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- What drives consumer purchase decision?
- Issues
- Insight: Familiarity bests price, but each consumer looks for something different
- How can the category attract the attention of Millennials?
- Issues
- Insight: Focus on innovation, information, and appreciation
- How can wine compete with other alcoholic beverage options?
- Issues
- Insight: Wine can set itself apart, and set itself up as one of the bunch
Trend Applications
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- Trend: Return to the Experts
- Trend: Slow It All Down
- Mintel Futures: Brand Intervention
Market Size and Forecast
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- Key points
- Wine sales grow 18% from 2008-13
- Sales of wine
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- Figure 8: Total US sales and forecast of wine, at current prices, 2008-18
- Figure 9: Total US sales and forecast of wine, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 10: Total market sales and fan chart forecast of wine, at current prices, 2008-18
Competitive Context
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- Key points
- Desire to decrease alcohol consumption may impact category
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- Figure 11: Domestic wine, February 2008-March 2013
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- Figure 12: Imported wine, February 2008-March 2013
- Wine should take advantage of high perception of health
- Wine growth outpaces beer and spirits, but is still challenged
- Wine can set itself apart, and set itself up as one of the bunch
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- Figure 13: Wine coolers, by age, January 2012-March 2013
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- Figure 14: Wine coolers, January 2012-March 2013
- Federal and state regulation appears as impediment to growth
- Winery-to-consumer shipping
- Retailer-to-consumer shipping
- Grocery store wine sales
- Sunday sales of wine
- State monopoly on wine sales
- Some easing is in the works
Segment Performance
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- Key points
- Domestics outperform imports
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- Figure 15: US volume sales of wine, by origin, 2011 and 2013
- Domestic volume sales grow 15% from 2008-13
- US volume sales of domestic wine
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- Figure 16: US volume sales of domestic wine, 2008-13
- Imported volume sales fall 9% from 2008-13
- US volume sales of imported wine
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- Figure 17: US volume sales of imported wine, 2008-13
- Champagne/sparkling grows 9% from 2011-13
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- Figure 18: US volume sales of wine, by segment, 2011 and 2013
- Volume sales of table wine up 10% from 2008-13
- US volume sales of table wine
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- Figure 19: US volume sales of table wine, 2008-13
- Volume sales of Champagne/sparkling increase by 25% from 2008-13
- US volume sales of Champagne/sparkling wine
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- Figure 20: US volume sales of Champagne/sparkling wine, 2008-13
- Dessert and fortified wine continue downward movement
- US volume sales of dessert and fortified wine
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- Figure 21: US volume sales of dessert and fortified wine, 2008-13
- Declines of vermouth/aperitif slow
- US volume sales of vermouth and aperitif
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- Figure 22: US volume sales of vermouth and aperitif, 2008-13
Retail Channels
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- Key points
- Off-premise growth outpaces on-premise
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- Figure 23: Alcoholic beverages: where consumed, by age, January 2012-March 2013
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- Figure 24: US volume sales of wine, by channel, 2011 and 2013
- Off-premise volume sales grow 13% from 2008-13
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- Figure 25: US off-premise volume sales of wine, 2008-13
- Natural supermarkets play to health interests of wine drinkers
- Sales of wine in the natural channel
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- Figure 26: Natural supermarket sales of wine, at current prices, 2011-13*
- Figure 27: Natural supermarket sales of wine at inflation-adjusted prices, 2011-13*
- Natural channel sales of wine by segment
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- Figure 28: Natural supermarket sales of wine, by segment, 2011 and 2013*
- Select retailer overview
- Food retailers
- Trader Joe’s raises the price of “Two Buck Chuck”
- Whole Foods arms staff/shoppers with product information
- Specialty retailers
- Total Wine & More benefits from selection
- Bevmo! tugs at consumer heart strings and purse strings
- Costco sees growth in domestics and premium imports
- Online retailers
- Amazon wine sales may be a sign of more to come
- Wine.com picks up the pace
- Club W gets personal
- On-premise volume sales fall 5% from 2008-13
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- Figure 29: US on-premise volume sales of wine, 2008-13
Leading Companies and Brand Analysis
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- Key points
- Manufacturer sales of wine
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- Figure 30: Wine sales of leading companies, by volume, 2011-12
- Domestic table wine: Gallo comprises 28.1% of sales
- The Wine Group loses share despite big gains by Cupcake
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- Figure 31: Cupcake Vineyards, “Inside Cupcake Vineyards,” 2013
- Constellation sees strong growth, makes moves for more
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- Figure 32: Woodbridge by Robert Mondavi, “Life is Measured in Moments,” 2013
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- Figure 33: Clos du Bois TV ad, “N:ow it’s Clos Time!,” 2013
- Trinchero sales grow slightly, company invests in a Sutter Home refresh
- Volume sales of leading domestic table wine
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- Figure 34: Sales of leading domestic table wine brands, by volume, 2011-12*
- Imported table wine: a highly fragmented segment
- Volume sales of leading imported table wine
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- Figure 35: Sales of leading imported table wine brands, by volume, 2011-12*
- Domestic sparkling wine: Gallo dominates with 40.9% of volume sales
- Volume sales of leading domestic sparkling wine brands
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- Figure 36: Sales of leading domestic sparkling wine brands, by volume, 2011-12*
- Champagne/sparkling imports: Carriage House leads segment
- Volume sales of leading imported Champagne/sparkling wine brands
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- Figure 37: of leading imported Champagne/sparkling wine brands, by volume, 2011-12*
- Domestic dessert/fortifieds: Constellation boasts more than a third of
- Volume sales of leading domestic dessert and fortified wine
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- Figure 38: Sales of leading domestic dessert and fortified wine brands, by volume, 2011-12*
- Imported dessert and fortified wine: Premium Port Wines sees growth
- Volume sales of leading imported dessert and fortified wine
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- Figure 39: Sales of leading imported dessert and fortified wine brands, by volume, 2011-12*
- Domestic vermouth/aperitifs: Gallo leads, dips slightly
- Volume sales of leading domestic vermouth and aperitif brands
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- Figure 40: Sales of leading domestic vermouth and aperitif brands, by volume, 2011-12*
- Imported vermouth and aperitif: Martini & Rossi drives losses
- Volume sales of leading imported vermouth and aperitif brands
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- Figure 41: Sales of leading imported vermouth and aperitif brands, by volume, 2011-12*
Innovations and Innovators
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- New product innovation down 27% from 2012-2013
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- Figure 42: Wine launches, by launch type, 2009-13*
- Environmental claims rank high among wine launches
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- Figure 43: Wine launches, by top 10 claims, 2009-13*
- Environmentally friendly packing
- Organic
- Fair trade
- Cap closures are on the rise, but consumer education is in order
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- Figure 44: Wine launches, by closure type, 2009-13*
- Single-serve/on-the-go
- Flavor innovations play into consumer interest in sweet, bubbly
- Sangria
- Low calorie
- Lightly sparkling
- Rosé
- Manufacturers and marketers introduce familiarity any way they can
- Tasting notes
- Pairing notes
- Descriptive names
- Front of bottle
- Regional notes
- Serving/storing instructions and general wine information
- Familiar gimmicks
- Celebrity
- Turning the vintner into a celebrity
- Products reflect the relaxed nature of wine
- Focusing on the male wine drinker
Social Media
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- Key points
- Key social media metrics
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- Figure 45: Key brand metrics, wine, September 2013
- Market overview
- Brand usage and awareness
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- Figure 46: Usage and awareness of selected wine brands, August 2013
- Interactions with wine brands
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- Figure 47: Interaction with selected wine brands, August 2013
- Online conversations
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- Figure 48: Online conversations around selected wine brands, by day, Sept. 1, 2012-Aug. 31, 2013
- Where are people talking about wine brands?
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- Figure 49: Online conversations around selected wine brands, by page type, Sept. 1, 2012-Aug. 31, 2013
- What are people talking about?
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- Figure 50: Types of conversations around selected wine brands, Sept. 1, 2012-Aug. 31, 2013
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- Figure 51: Types of conversations around selected wine brands, by page day, Sept. 1, 2012-Aug. 31, 2013
- Analysis by brand
- Arbor Mist
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- Figure 52: Social media metrics—Arbor Mist, September 2013
- Key online campaigns
- What we think
- Barefoot
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- Figure 53: Social Media Metrics—Barefoot, September 2013
- Key online campaigns
- What we think
- Sutter Home
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- Figure 54: Social media metrics—Sutter Home, September 2013
- Key online campaigns
- What we think
- Yellow Tail
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- Figure 55: Social media metrics—Yellow Tail, September 2013
- Key online campaigns
- What we think
- Carlo Rossi
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- Figure 56: Social media metrics—Carlo Rossi, September 2013
- Key online campaigns
- What we think
- Cupcake Vineyards
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- Figure 57: Social media metrics—Cupcake Vineyard Wines, September 2013
- Key online campaigns
- What we think
Wine Use and Purchase
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- Key points
- More than half of consumers drink wine
- Women more likely than men to consume and purchase wine
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- Figure 58: Wine usage, by gender, July-August 2013
- Figure 59: Wine purchase, by gender, July-August 2013
- …but men who consume wine are more likely to be high-frequency users
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- Figure 60: Frequency of wine user groups*, by gender, July-August 2013
- 25-34s most likely to drink and purchase wine
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- Figure 61: Wine usage, by age, July-August 2013
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- Figure 62: Wine purchase, by age, July-August 2013
- HH income drives wine consumption
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- Figure 63: Wine usage, by household income, July-August 2013
- Figure 64: Wine purchase, by household income, July-August 2013
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- Figure 65: Frequency of wine user groups*, by household income, July-August 2013
Wine Type
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- Key points
- Close to one quarter of consumers drink red wine at least once a week
- Encourage more frequent, responsible consumption
- Domestics appeal in the day-to-day, imports are a rarer indulgence
- Half of wine drinkers drink box/pouch offerings
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- Figure 66: Usage frequency, July-August 2013
- Focus on reds to grow sales among men
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- Figure 67: Any use of wine, by gender, July-August 2013
- Men are adventurous in their interest in imports
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- Figure 68: Imported wine, by gender, January 2012-March 2013
- Young drinkers gravitate to sweet wine, alternative packaging
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- Figure 69: Any use of wine, by age, July-August 2013
- …open to less traditional imports
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- Figure 70: Imported wine, by age, January 2012-March 2013
- HH income earners gravitate toward table wine, open to domestics
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- Figure 71: Any use of wine, by household income, July-August 2013
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- Figure 72: Imported wine, by household income, January 2012-March 2013
Purchase Location
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- Key points
- Liquor stores rule as popular purchase location
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- Figure 73: Wine purchase location, July-August 2013
- Men drawn to guidance and large selection
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- Figure 74: Wine purchase location – I most often buy wine at… by gender, July-August 2013
- Older consumers looking for convenience, 21-34s look for low price
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- Figure 75: Wine purchase location – I most often buy wine at…,by age, July-August 2013
- Low-income HHs utilize range of outlets, avoid specialty stores
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- Figure 76: Wine purchase location – I most often buy wine at… by household income, July-August 2013
Purchase Decision
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- Key points
- Familiarity drives purchase decision
- High users appear more flexible and open to experimentation
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- Figure 77: Purchase decision, by frequency of user groups*, July-August 2013
- Women attracted by varietal, men by region
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- Figure 78: Purchase decision, by gender, July-August 2013
- Young consumers interested in health, style
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- Figure 79: Purchase decision, by age, July-August 2013
- Low-income HHs driven by price, high earners decide on their own
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- Figure 80: Purchase decision, by household income, July-August 2013
- Low price, recommendations could drive alternative packaging
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- Figure 81: Purchase decision, by packaging, July-August 2013
- Label, recommendations more important for those drinking with others
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- Figure 82: Purchase decision, by consumption occasion, July-August 2013
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- Figure 83: Purchase decision, by consumption reasons, July-August 2013
Consumption Occasion
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- Key points
- Women most likely to drink wine with others
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- Figure 84: Consumption occasion, by gender, July-August 2013
- Young drinkers can be attracted in many ways
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- Figure 85: Consumption occasion, by age, July-August 2013
- High-income HHs most likely to drink wine with a meal, good target for education
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- Figure 86: Consumption occasion, by household income, July-August 2013
- Novelty/affordability appear as drivers for box/pouch wine
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- Figure 87: Consumption occasion, by packaging, July-August 2013
- High-frequency users still want to learn
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- Figure 88: Consumption occasion, by frequency of user groups*, July-August 2013
Attitudes Toward Wine
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- Key points
- Wine benefits from high health profile
- Women are a stronger target for low-calorie offerings
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- Figure 89: Attitudes toward wine health (any agree), by gender, July-August 2013
- Price doesn’t have a significant impact on perception of quality
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- Figure 90: Attitudes toward wine price (any agree), by gender, July-August 2013
- Screw cap has higher perception of quality than boxes
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- Figure 91: Attitudes toward wine packaging (any agree), by gender, July-August 2013
- Wine education key to sales growth, wine buyers keep open mind
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- Figure 92: Attitudes toward wine knowledge (any agree), by gender, July-August 2013
- Reduced-calorie wines may resonate with young consumers
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- Figure 93: Attitudes toward wine health (any agree), by age, July-August 2013
- Young drinkers believe price correlates with taste
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- Figure 94: Attitudes toward wine price (any agree), by age, July-August 2013
- Young drinkers more judgmental about packaging
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- Figure 95: Attitudes toward wine packaging (any agree), by age, July-August 2013
- Young drinkers more interested in learning
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- Figure 96: Attitudes toward wine knowledge (any agree), by age, July-August 2013
- Middle-income earners appear more conscious of price differences
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- Figure 97: Attitudes toward wine price (any agree), by household income, July-August 2013
- Lower-income earners least judgmental about wine packaging
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- Figure 98: Attitudes toward wine packaging (any agree), by household income, July-August 2013
- Lower-income earners can be armed with better tools
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- Figure 99: Attitudes toward wine knowledge (any agree), by household income, July-August 2013
- High-frequency users may still be limited by calories
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- Figure 100: Attitudes toward wine health (any agree), by frequency of user groups*, July-August 2013
- Encouraging product trial will come from promoting benefits
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- Figure 101: Attitudes toward wine packaging (any agree), by frequency of user groups*, July-August 2013
- High users still want to learn more
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- Figure 102: Attitudes toward wine knowledge (any agree), by frequency of user groups*, July-August 2013
Reasons for Not Drinking Wine
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- Key points
- Lack of alcohol consumption is main deterrent, men like beer
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- Figure 103: Reasons for not drinking wine, by gender, July-August 2013
- Alcohol consumption decreases with age
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- Figure 104: Reasons for not using wine, by age, July-August 2013
- Higher-income earners drawn to other kinds of alcohol
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- Figure 105: Reasons for not using wine, by household income, July-August 2013
Impact of Race and Hispanic Origin
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- Key points
- Asian consumers and Hispanics strong target for wine outreach
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- Figure 106: Wine usage, by race/Hispanic origin, July-August 2013
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- Figure 107: Frequency of wine consumption*, by race/Hispanic origin, July-August 2013
- Asian consumers open to all wine types
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- Figure 108: Any use of wine, by race/Hispanic origin, July-August 2013
- Hispanics drawn to South American/Spanish imports
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- Figure 109: Imported wine, by race/Hispanic origin, January 2012-March 2013
- Black consumers may be attracted by “you deserve it” messaging
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- Figure 110: Consumption occasion, by race/Hispanic origin, July-August 2013
- Black and Asian consumers looking for affordability
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- Figure 111: Wine purchase location – I most often buy wine at…, by race/Hispanic origin, July-August 2013
- Black consumers want affordable assurance, Hispanics look to friends
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- Figure 112: Purchase decision, by race/Hispanic origin, July-August 2013
- Hispanics can be attracted by health claims, Asians by premium products
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- Figure 113: Agreement with attitudes toward wine, by race/Hispanic origin, July-August 2013
- Targeted outreach campaigns could grow Hispanic engagement
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- Figure 114: Reasons for not using wine, by race/Hispanic origin, July-August 2013
Appendix—Market Drivers
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- Consumer confidence
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- Figure 115: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
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- Figure 116: US Unemployment rate, by month, 2002-13
- Figure 117: US unemployment and underemployment rates, 2007-13
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- Figure 118: Number of employed civilians in US, in thousands, 2007-13
- Food cost pressures
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- Figure 119: Changes in USDA Food Price Indexes, 2011-14
- Obesity
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- Figure 120: American adults by weight category as determined by body mass index (BMI), 2008-June 20, 2013
- Childhood and teen obesity—highest in decades
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- Figure 121: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Racial, ethnic population growth
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- Figure 122: US population by race and Hispanic origin, 2008, 2013, and 2018
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- Figure 123: Households with children, by race and Hispanic origin of householder, 2012
- Shifting US demographics
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- Figure 124: US population, by age, 2008-18
- Figure 125: US households, by presence of own children, 2002-12
Appendix—Other Useful Consumer Tables
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- Use of wine
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- Figure 126: Wine usage, by gender and age, July-August 2013
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- Figure 127: Wine usage, by age and income, July-August 2013
- Usage frequency
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- Figure 128: Use of wine, by gender, July-August 2013
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- Figure 129: Frequency of wine, by gender and age, July-August 2013
- Wine purchase
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- Figure 130: Wine purchase, by gender and age, July-August 2013
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- Figure 131: Wine purchase, by age and income, July-August 2013
- Wine type
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- Figure 132: Any use of wine, by gender and age, July-August 2013
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- Figure 133: Any use of wine, by age and income, July-August 2013
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- Figure 134: Domestic wine, February 2008-March 2013
- Consumption occasion
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- Figure 135: Consumption occasion, by gender and age, July-August 2013
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- Figure 136: Consumption occasion, by age and income, July-August 2013
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- Figure 137: Consumption occasion, by wine type, July-August 2013
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- Figure 138: Consumption occasion, by wine type, July-August 2013
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- Figure 139: Consumption occasion, by origin, July-August 2013
- Purchase decision
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- Figure 140: Purchase decision, by gender and age, July-August 2013
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- Figure 141: Purchase decision, by age and income, July-August 2013
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- Figure 142: Purchase decision, by wine type, July-August 2013
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- Figure 143: Purchase decision, by origin, July-August 2013
- Purchase location
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- Figure 144: Wine purchase location – I most often buy wine at…, by gender and age, July-August 2013
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- Figure 145: Wine purchase location – I most often buy wine at…, by age and income, July-August 2013
- Attitudes toward wine
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- Figure 146: Attitudes toward wine, July-August 2013
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- Figure 147: Attitudes toward wine (any agree), by gender and age, July-August 2013
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- Figure 148: Attitudes toward wine health (any agree), by household income, July-August 2013
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- Figure 149: Attitudes toward wine (any agree), by age and income, July-August 2013
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- Figure 150: Attitudes toward wine price (any agree), by frequency of user groups*, July-August 2013
- Reasons for not drinking wine
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- Figure 151: Reasons for not drinking wine, by gender and age, July-August 2013
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- Figure 152: Reasons for not using wine, by age and income, July-August 2013
Appendix—Social Media
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- Brand usage or awareness
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- Figure 153: Brand usage or awareness, July-August 2013
- Figure 154: Yellow tail usage or awareness, by demographics, July-August 2013
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- Figure 155: Carlos Rossi usage or awareness, by demographics, July-August 2013
- Figure 156: Barefoot usage or awareness, by demographics, July-August 2013
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- Figure 157: Sutter home usage or awareness, by demographics, July-August 2013
- Figure 158: Arbor mist usage or awareness, by demographics, July-August 2013
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- Figure 159: Cupcake vineyard wines usage or awareness, by demographics, July-August 2013
- Activities done
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- Figure 160: Activities done, July-August 2013
- Figure 161: Yellow Tail – activities done, by demographics, July-August 2013
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- Figure 162: Carlos Rossi – activities done, by demographics, July-August 2013
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- Figure 163: Barefoot – activities done, by demographics, July-August 2013
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- Figure 164: Arbor Mist – activities done, by demographics, July-August 2013
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- Figure 165: Cupcake vineyard wines – activities done, by demographics, July-August 2013
- Online conversations
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- Figure 166: Online conversations around selected wine brands, by day, Sept. 1, 2012-Aug. 31, 2013
- Figure 167: Online conversations around selected wine brands, by page type, Sept. 1, 2012-Aug. 31, 2013
- Figure 168: Types of conversations around selected wine brands, Sept. 1, 2012-Aug. 31, 2013
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- Figure 169: Types of conversations around selected wine brands, by page day, Sept. 1, 2012-Aug. 31, 2013
- Figure 170: Types of conversations around selected wine brands, by page type, Sept. 1, 2012-Aug. 31, 2013
Appendix – Trade Associations
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