Exclusive news and research on the wine, spirits and beer business

Super-Premium Brands, Sparklers Propel Wine’s Retail Gains

August 25, 2020

Although growth rates have slowed somewhat from previous record highs earlier this year, wine sales in IRI channels continue to rise impressively, with total volumes up 13% for the year-to-date period ending August 9, while dollar values were up even higher (+17%). By comparison, wine volume was down 1.2% for all of calendar year 2019, according to IRI. In spite of higher tariffs imposed late last year, imports continue to outpace American wines by both volume and value in IRI data.

Among still wines, the fastest-growing segments were bottled brands priced at least $20 per 750-ml, which were up a combined 29% year-to-date in volume terms, followed by wines priced between $12 and $20 (+22%). Meanwhile, labels priced below $8 per 750-ml advanced a mere 3% by volume, and value-priced boxed wines rose 8%, compared to 30% growth for premium boxed brands.

Sparkling wines have more than doubled table wine’s growth rates through August 9, surging 24% by volume in IRI channels, and 27% by value, impressive feats considering that sparkling wine sales generally don’t peak until the last two months of the calendar year. Imported sparkling brands have outperformed American labels year-to-date, led by Prosecco (up 32% in dollar terms year-to-date).

Gallo’s La Marca Prosecco is the top sparkling brand by dollar value year-to-date. La Marca is fast-approaching 2 million cases in the U.S. and is on pace to become the market’s largest-selling sparkling wine by year-end, according to Impact Databank. But the fastest growing sparkling labels year-to-date among the 20 largest-selling brands in IRI channels were Stella Rosa (+103% in dollar terms) and Mionetto Prosecco (+52%).—Natalia Razzo

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