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Nielsen: Table Wines $20 And Up Continue To Drive U.S. Market

November 8, 2011

The Nielsen Company reports that table wine sales in the U.S. market rose 3.4% by volume and 4.5% by value, to 128.3 million cases and $9.66 billion, respectively, in the 52 weeks ending October 15.

According to Nielsen, table wines priced at $20 and up a 750-ml. bottle grew 11.1% by volume and 12.3% by value in the 52-week period, outperforming all other price segments. Less expensive wines haven’t fared well overall, as those priced under $9 a 750-ml. combined for declines of 1.7% by volume and 1% by value in the 52 weeks.

Domestic table wines (+4.4% by volume) outperformed imports (+0.5%) in the period. Among imports, the fastest growth was recorded by New Zealand (+29.3% by volume) and Argentina (+19.5%), while wines from the largest import sector, Australia, have struggled (-4.5% by volume and -6.8% by value) in the past 52 weeks. Nielsen tracks wine sales in food stores, drugstores, convenience stores, liquor stores and other select channels that collectively account for more than 45% of the U.S. table wine market, as estimated by Impact Databank.


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