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Premium Wines Drive Off-Premise Growth

November 15, 2013

Table wine volume is up a modest 2.3% through November 3 year-to-date in SymphonyIRI channels, to 96.9 million nine-liter cases. SymphonyIRI channels account for roughly one-third of the total U.S. table wine market by volume, as estimated by Impact Databank.

So far this year, higher-end wines are far outpacing their lower-end counterparts, as table wines’ dollar sales increased 5.9% to over $7 billion. The single fastest-growing segment was comprised of wines selling for between $11 and $15 a 750-ml. bottle, which posted a 15% increase by volume. Premium boxed were wines also up strongly. Overall, wine brands priced at least $8 a 750-ml. increased by a combined 10.5% year-to-date, while wines priced under $8 declined in volume terms.

Domestic brands (+3.3% by volume year-to-date) outperformed imports (-2.2%) during the period. Wines from Oregon (+6.3%) and Washington state (+5.9%) outpaced California wines (+3.3%), albeit from much smaller bases. New Zealand (+21%) was the lone bright spot among imports, as brands from Australia, Chile and Germany lost volume year-to-date.

The Wine Group’s Franzia remains the largest-selling brand in SymphonyIRI channels in volume terms, but Gallo’s Barefoot leads by dollar sales. Among the top 20 brands, three of the six fastest-growing labels (Kendall-Jackson, Bogle and Apothic) are all premium-priced.

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