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Table Wines Priced At 9 Dollars And Above Show Double-Digit Growth For Year Through August 20, Nielsen Says

September 8, 2011

Table wines retailing at $9 and over a 750-ml. bottle grew 10.9% by volume and 10.1% by value for the 52-week period ending August 20, according to the latest Nielsen numbers. The above-$9 segment easily outperformed below-$9 wine sales, which rose 1.8% by volume and 1.1% by value. Wines priced under $3 per bottle, which account for nearly a quarter of volume in Nielsen channels, declined 2.6%.

Total table wine sales grew 3.6% by volume in the 52-week period to 127.9 million cases, and even faster by value, +4.7% to $9.6 billion. The fastest-growing major table wine variety by volume was Pinot Noir (+12.9%), in spite of the fact that it carried the highest average price tag among all major varietal wines. Other fast-growing types in the 52-week period were Pinot Grigio (+11.1%) and Riesling (+10.4%). Chardonnay continues to be the largest-selling variety in Nielsen channels, followed by Cabernet Sauvignon and Merlot. White table wines (+6.5% by volume) outperformed reds (+3.2%) and blush wines (-5.3%).

Domestic table wines (+4.5% by volume) outperformed imports (+0.8%) in the 52-week period. Among imports, the fastest growth was recorded by New Zealand (+31.8% by volume) despite the fact that New Zealand wines have the highest average price among all major import origins ($11.03 per bottle). Argentine wines also performed well (+21.1% by volume) , while Australian wines, the largest import origin in Nielsen channels, declined 5.1% by volume.

The Nielsen channels comprise food stores, drugstores, convenience stores, liquor stores and other select channels and account for over 45% of the total US table wine market by volume, as estimated by Impact.

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