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
- Dollar sales of wine increase by 21% from 2009-14
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- Figure 1: Total US retail sales and forecast of wine, at current prices, 2009-19
- Leading companies
- E. & J. Gallo Winery and Constellation Brands comprise a third of MULO sales
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- Figure 2: MULO sales of wine, by leading companies (top five), rolling 52 weeks 2013 and 2014 ($millions)
- Segment performance
- Champagne/sparkling leads growth, remains fraction of total sales
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- Figure 3: US volume sales of wine, by segment, 2009-14
- The consumer
- Wine faces competition from other alcoholic beverages
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- Figure 4: Alcoholic beverage purchases, by generations – any consumption, February 2014
- Sparkling wine/Champagne popular among young drinkers, table wine holds attention
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- Figure 5: Type of wine consumed, by age, August 2014
- What we think
Issues and Insights
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- How does wine fare against beer and spirits with consumers?
- Issue
- Insight: Wine can use the popularity of alcohol consumption as a springboard
- How can wine sellers position products in a way that resonates with consumers?
- Issue
- Insight: The category can take ownership of its strengths, and move into the future
- How can wine maintain relevance to consumers across age groups?
- Issue
- Insight: Hone the breadth of the category with a targeted focus
Trend Applications
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- Trend: Life – An Informal Affair
- Trend: Secret, Secret
- Trend: Sense of the Intense
Market Size and Forecast
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- Key points
- Sales and forecast of wine
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- Figure 6: Total US retail sales and forecast of wine, at current prices, 2009-19
- Figure 7: Total US retail sales and forecast of wine, at inflation-adjusted prices, 2009-19
- Total US volume sales of wine
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- Figure 8: Total US volume sales of wine, 2009-14
- Continued growth projected, but at a slower pace
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- Figure 9: Total US retail sales and forecast of wine, at current prices, 2009-19
- Forecast methodology
Market Factors
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- Wine market fares well
- Wine maintains a small advantage over other alcohol types
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- Figure 10: Alcoholic beverage purchases, by generations – any consumption, February 2014
- Figure 11: Wine-related statements (competitive), by age, August 2014
- Expanding casual wine offerings may increase consumption
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- Figure 12: Agreement with attitudes toward wine (occasion), by age, August 2014
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- Figure 13: Alcoholic beverage purchases, by usage of wine– any consumption, February 2014
- Figure 14: Wine-related statements (competitive), by type of wine consumed, August 2014
- Wine has health advantage over other alcohol types
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- Figure 15: Agreement with attitudes toward wine (health), by age, August 2014
Segment Performance
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- Key points
- Champagne/sparkling wine continues to lead growth
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- Figure 16: US volume sales of wine, by segment, 2009-14
- Imports see losses
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- Figure 17: US volume sales of wine, by origin, 2009-14
- Domestics make up 78% of table wine market
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- Figure 18: US volume sales of table wine, by origin, 2009-14
- Imports gain share on domestic sparkling
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- Figure 19: US volume sales of Champagne/sparkling wine, by origin, 2009-14
- Domestics dominate dessert/fortified wine
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- Figure 20: US volume sales of dessert and fortified wine, by origin, 2009-14
- Domestics/imports split vermouth/aperitif share
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- Figure 21: US volume sales of vermouth and aperitif, by origin, 2009-14
Sales Channels
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- Key points
- Off-premise continues to outperform on-premise
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- Figure 22: US volume sales of wine, by channel, at current prices, 2009-14
- Figure 23: Alcoholic beverages where consumed – Wine, by age, January 2013-March 2014
- Wine fights for shelf space off-premise
- Whole Foods Market focuses on education and convenience
- Kroger recognized for expanding accessibility
- Walmart seeks the advantage through exclusive offerings
- Young shoppers more interested in taste descriptors than varietal
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- Figure 24: Purchase drivers, by age, August 2014
- Limited shelf space may benefit online sales
- Club W targets younger drinkers
- Tasting Room aims to limit the risk
- On-premise sales could benefit from offers of exclusivity and inclusivity
- Give them something they can’t get anywhere else
- …or extend access to the masses
Leading Companies and Brand Analysis
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- Key points
- Two companies comprise a third of MULO sales of wine
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- Figure 25: MULO sales of wine, by leading companies, rolling 52 weeks 2013 and 2014
- Gallo and Constellation lead MULO sales of domestic table wine
- MULO sales of domestic table wine
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- Figure 26: MULO sales of domestic table wine, by leading companies, rolling 52 weeks 2013 and 2014
- Deutsch Family brands top MULO sales of imported table wine
- MULO sales of imported table wine
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- Figure 27: MULO sales of imported table wine, by leading companies, rolling 52 weeks 2013 and 2014
- Gallo comprises nearly a quarter of sherry/vermouth/Champagne sales at MULO
- MULO sales of sherry/vermouth/Champagne
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- Figure 28: MULO sales of sherry/vermouth/Champagne, by leading companies, rolling 52 weeks 2013 and 2014
Innovations and Innovators
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- Ethical claims lead among product launches
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- Figure 29: Wine launches, by top 10 product claims, 2010-14
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- Figure 30: Union Wine Company, “Relationship Problems,” YouTube Video, September 2014
- Range extensions rise as new products slump
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- Figure 31: Wine launches, by launch type, 2010-14
- Seasonal claims take aim at holiday buyers
- Food pairings target casual meal occasions
Wine Consumption
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- Key points
- Seven in 10 consumers aged 22+ drink wine at home
- More than half of 25-34s drink wine at least once a week
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- Figure 32: Frequency of wine consumption, by age, August 2014
- Figure 33: Domestic dinner/table wine (excluding vermouth), January 2013-March 2014
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- Figure 34: Imported dinner/table wines (excluding vermouth), January 2013-March 2014
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- Figure 35: Champagne and sparkling wines, January 2013-March 2014
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- Figure 36: Port, sherry, and dessert wines, January 2013-March 2014
- More than half of HHs earning $150K+ drink wine weekly
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- Figure 37: Frequency of wine consumption, by household income, August 2014
- More than two thirds of sparkling drinkers drink wine weekly
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- Figure 38: Frequency of wine consumption, by type of wine consumed, August 2014
- Red wine most popular among men
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- Figure 39: Type of wine consumed, by gender, August 2014
- Figure 40: Domestic dinner/table wine (excluding vermouth), by gender, January 2013-March 2014
- Nearly one third of men look for wine heritage
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- Figure 41: Agreement with attitudes toward wine (type), by gender, August 2014
- Nearly half of 25-34s drink sparkling wine/Champagne
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- Figure 42: Type of wine consumed, by age, August 2014
- Figure 43: Domestic dinner/table wine (excluding vermouth), by age, January 2013-March 2014
- Sweet flavors resonate with young drinkers
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- Figure 44: Wine-related statements (type), by age, August 2014
- Young consumers say wine represents them
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- Figure 45: Agreement with attitudes toward wine (type), by age, August 2014
- Champagne prices lower earners out of the market
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- Figure 46: Type of wine consumed, by household income, August 2014
- Figure 47: Domestic dinner/table wine (excluding vermouth), by household income, January 2013-March 2014
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- Figure 48: Imported dinner/table wines (excluding vermouth), by household income, January 2013-March 2014
- Frequent drinkers say wine represents them
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- Figure 49: Agreement with attitudes toward wine (type), by consumption frequency, August 2014
- Champagne drinkers are image conscious
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- Figure 50: Agreement with attitudes toward wine (type), by type of wine consumed, August 2014
- High earners open to domestic
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- Figure 51: Domestic dinner/table wine (excluding vermouth), by household income, January 2013-March 2014
Purchase Location and Trial
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- Key points
- Supermarkets rule, 25-34s most flexible
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- Figure 52: Purchase location, by age, August 2014
- Young respondents are primed for wine trial
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- Figure 53: Wine-related statements (trial), by age, August 2014
- In-store trial might attract lower earners
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- Figure 54: Wine-related statements (trial), by household income, August 2014
- Club stores a go-to for Champagne/sparkling wine buyers
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- Figure 55: Purchase location, by type of wine consumed, August 2014
- Wine sellers can guide newbie users
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- Figure 56: Agreement with attitudes toward wine (trial), by consumption frequency, August 2014
- Ratings appreciated by supermarket shoppers
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- Figure 57: Purchase location, by purchase drivers (1 of 2), August 2014
- Figure 58: Purchase location, by purchase drivers (2 of 2), August 2014
Purchase Price
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- Key points
- Wine buyers spend more on others than on themselves
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- Figure 59: Purchase price, by occasion, August 2014
- Young men spend most on selves/others, women/seniors are thrifty
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- Figure 60: Average purchase price, by gender and age, August 2014
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- Figure 61: Agreement with attitudes toward wine (price), by gender and age, August 2014
- One third of low earners spend less than $10/bottle on themselves
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- Figure 62: Purchase price for drinking alone at home, by household income, August 2014
- Figure 63: Average purchase price, by household income, August 2014
- Frequent drinkers invest a bit more in themselves
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- Figure 64: Purchase price for drinking alone at home, by consumption frequency, August 2014
- Figure 65: Agreement with attitudes toward wine (price), by consumption frequency, August 2014
- Specialty positioning may warrant higher spend
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- Figure 66: Purchase price for drinking alone at home, by type of wine consumed, August 2014
Wine Packaging
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- Key points
- Nearly one quarter of 25-34s drink small formats
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- Figure 67: Format of wine consumed, by age, August 2014
- Figure 68: Wine-related statements (packaging), by age, August 2014
- Younger drinkers open to alternative formats
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- Figure 69: Agreement with attitudes toward wine (packaging), by age, August 2014
- Middle income earners most interested in innovation
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- Figure 70: Agreement with attitudes toward wine (packaging), by household income, August 2014
- Room exists to promote smaller sizes among singles, groups
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- Figure 71: Format of wine consumed, by household size, August 2014
- Boxed wine might be a good option for frequent drinkers
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- Figure 72: Format of wine consumed, by consumption frequency, August 2014
- Figure 73: Agreement with attitudes toward wine (packaging), by consumption frequency, August 2014
- Smaller formats may extend sparkling wine/Champagne usage occasion
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- Figure 74: Format of wine consumed, by type of wine consumed, August 2014
- Figure 75: Wine-related statements (packaging), by type of wine consumed, August 2014
Impact of Race and Hispanic Origin
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- Key points
- Home consumption should be the area of focus among Hispanics
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- Figure 76: Frequency of wine consumption, by race/Hispanic origin, August 2014
- …especially higher income earning Hispanics
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- Figure 77: Frequency of wine consumption, by Hispanic origin and household income, August 2014
- More than half of Hispanics aged 22-44 drink wine at home at least once a week
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- Figure 78: Frequency of wine consumption, by Hispanic origin and age, August 2014
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- Figure 79: Domestic dinner/table wine (excluding vermouth), by Hispanic and age, January 2013-March 2014
- Hispanics are significantly more likely to buy wine at club and mass outlets
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- Figure 80: Purchase location, by race/Hispanic origin, August 2014
- …especially young Hispanics
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- Figure 81: Purchase location, by Hispanic origin and age, August 2014
- Hispanics tie price to quality
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- Figure 82: Agreement with attitudes toward wine (price), by race/Hispanic origin, August 2014
- Hispanics spend more than others on wine for personal home consumption
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- Figure 83: Purchase price for drinking alone at home, by race/Hispanic origin, August 2014
- Hispanics prefer products with heritage
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- Figure 84: Agreement with attitudes toward wine (type), by race/Hispanic origin, August 2014
Cluster Analysis
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- Cluster 1: In Moderation
- Demographics
- Characteristics
- Opportunity
- Cluster 2: I Got This
- Demographics
- Characteristics
- Opportunity
- Cluster 3: When the Occasion Calls
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 85: Target clusters, August 2014
- Figure 86: Frequency of wine consumption, by target clusters, August 2014
- Figure 87: Type of wine consumed, by target clusters, August 2014
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- Figure 88: Format of wine consumed, by target clusters, August 2014
- Figure 89: Purchase location, by target clusters, August 2014
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- Figure 90: Purchase price for drinking alone at home, by target clusters, August 2014
- Figure 91: Purchase price for drinking with friends/family at home, by target clusters, August 2014
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- Figure 92: Purchase price for bringing to a party, by target clusters, August 2014
- Figure 93: Purchase price for wine as a gift, by target clusters, August 2014
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- Figure 94: Purchase drivers, by target clusters, August 2014
- Figure 95: Wine-related statements, by target clusters, August 2014
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- Figure 96: Agreement with attitudes toward wine, by target clusters, August 2014
- Cluster demographic tables
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- Figure 97: Target cluster by demographic, August 2014
- Cluster methodology
Appendix – Other Useful Consumer Tables
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- Frequency of wine consumption
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- Figure 98: Frequency of wine consumption, by gender and age, August 2014
- Types of wine consumed
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- Figure 99: Type of wine consumed, by gender and age, August 2014
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- Figure 100: Wine-related statements (type), by gender and age, August 2014
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- Figure 101: Type of wine consumed, by race/Hispanic origin, August 2014
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- Figure 102: Domestic dinner/table wine (excluding vermouth), by race and age, January 2013-March 2014
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- Figure 103: Domestic dinner/table wine (excluding vermouth), by Hispanic and age, January 2013-March 2014
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- Figure 104: Domestic dinner/table wine (excluding vermouth), by race/Hispanic origin, January 2013-March 2014
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- Figure 105: Type of wine consumed, by consumption frequency, August 2014
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- Figure 106: Wine-related statements (type), by consumption frequency, August 2014
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- Figure 107: Type of wine consumed, by occasion, August 2014
- Purchase location
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- Figure 108: Purchase location, by gender and age, August 2014
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- Figure 109: Wine-related statements (trial), by gender and age, August 2014
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- Figure 110: Purchase drivers, by household income, August 2014
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- Figure 111: Purchase location, by consumption frequency, August 2014
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- Figure 112: Wine-related statements (trial), by consumption frequency, August 2014
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- Figure 113: Wine-related statements (trial), by type of wine consumed, August 2014
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- Figure 114: Agreement with attitudes toward wine (trial), by type of wine consumed, August 2014
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- Figure 115: Purchase location, by occasion, August 2014
- Purchase price
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- Figure 116: Agreement with attitudes toward wine (price), by type of wine consumed, August 2014
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- Figure 117: Purchase price for drinking alone at home, by occasion, August 2014
- Purchase drivers
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- Figure 118: Purchase drivers, by gender and age, August 2014
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- Figure 119: Purchase drivers, by consumption frequency, August 2014
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- Figure 120: Purchase drivers, by type of wine consumed, August 2014
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- Figure 121: Purchase drivers, by occasion, August 2014
- Packaging
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- Figure 122: Format of wine consumed, by gender and age, August 2014
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- Figure 123: Wine-related statements (packaging), by gender and age, August 2014
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- Figure 124: Agreement with attitudes toward wine (packaging), by gender and age, August 2014
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- Figure 125: Format of wine consumed, by race/Hispanic origin, August 2014
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- Figure 126: Agreement with attitudes toward wine (packaging), by type of wine consumed, August 2014
- Attitudes toward wine
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- Figure 127: Attitudes toward wine, August 2014
Appendix – Trade Associations
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