Impact Databank: Imported Wine Set For Return To Growth, Led By $15 And Over Brands
August 30, 2024After consecutive annual declines owing to the pandemic, total wine imports to the U.S.—including both still and sparkling—are projected to return to dollar growth this year, according to the 2024 edition of The U.S. Wine Market: Shanken’s Impact Databank Review & Forecast. Overall industry volumes will continue to remain sluggish this year, but $15 and over imports will propel the wine market towards further recovery in the near term.
Higher-priced imports are doing well this year in the off-premise, with $15 and over volumes in IRI/Circana channels increasing 5% by volume in the year-to-date period ending August 11, while overall table wine fell 4%.
New Zealand category leader Kim Crawford, from Constellation, has yet to register an annual decline in the U.S. since debuting in 2002—according to the 248-page Impact Databank report—with a boost from its Illuminate offering the past three years. Other $15 and over still wine imports that continue to achieve impressive double-digit growth include fellow New Zealand labels Whitehaven (Gallo) and The Crossings (Deutsch Family), as well as better-for-you brand Avaline—from Cameron Diaz and Katherine Power—with imports originating from Spain, France, and most recently Italy.
Among sparkling wines, solid growth in the $15 and over import segment has been achieved mostly by Prosecco labels, including Gallo’s La Marca, Mionetto’s eponymous Prosecco, and Deutsch’s Josh Cellars. La Marca is the number-one sparkling wine brand in the U.S. in terms of both volume and value, according to Impact Databank. Prosecco growth in the American market endures into 2024 according to the Consorzio du Tutela Prosecco DOC—with the U.S. making up nearly one-quarter of all exports worldwide, year-to-date.
For more information regarding The U.S. Wine Market: Impact Databank Review & Forecast, 2024 Edition, as well as other exclusive Shanken reports and publications, visit impactdatabank.com. —Juan Banaag
| Largest-Selling Imported Wine Brands in the U.S. (millions of 9-liter case depletions) |
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| Rank | Brand | Importer | Origin | 2022 | 2023 | Percent Change1 |
|---|---|---|---|---|---|---|
| 1 | Yellow Tail | Deutsch Family Wine & Spirits |
Australia | 5.74 | 5.65 | -1.6% |
| 2 | Stella Rosa | Riboli Family Wine Estates |
Italy | 3.96 | 4.15 | 4.8% |
| 3 | Cavit | Palm Bay International | Italy | 3.80 | 3.78 | -0.5% |
| 4 | La Marca | Gallo | Italy | 3.01 | 3.22 | 7.0% |
| 5 | Concha y Toro | Viña Concha y Toro USA | Chile | 1.86 | 1.92 | 3.0% |
| 6 | Kim Crawford | Constellation Brands | New Zealand | 1.83 | 1.84 | 0.6% |
| 7 | Oyster Bay | Delegat USA | New Zealand | 1.26 | 1.22 | -2.9% |
| 8 | 19 Crimes2 | Treasury Wine Estates | Australia | 1.22 | 1.14 | -7.1% |
| Total Top Eight3 | 19.41 | 19.45 | 0.2% | |||
| 1 Based on unrounded data. 2 Excludes California wine 3 Addition of columns may not agree due to rounding. Source: The U.S. Wine Market: Impact Databank Review & Forecast, 2024 Edition |
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Tagged : Impact Databank, imported wine
