Impact Databank: $15 And Over Wine Brands Resilient As Overall Market Declines

Faced with recessionary pressures and tough competition from upscale spirits and the continued proliferation of RTDs, the overall wine industry in the U.S. is estimated to have declined again by volume terms in 2022, according to Impact Databank.

But the market is estimated to have eked out another slight gain in dollar terms, as wines priced at $15 and over a 750-ml. continue to outperform less expensive brands. The industry had been hit hard by the pandemic, and imports were also severely affected by higher tariffs—which have since been rescinded—as well as the supply chain slowdown.

After steadily increasing from 1994 to 2011, per-capita wine consumption is estimated to have declined in 2022 for the 10th time in the past 11 years. From a broader perspective, however, wine market volumes have more than doubled over the past four decades, according to Impact Databank, while the wine market’s total dollar value has quadrupled in the past 30 years. The past few years, the industry has been bolstered by the popularity of wine-based cocktails, as well as by sparkling wines—which increased for the 14th consecutive year in 2022.

Constellation Brands’ Meiomi is the largest-selling American wine by volume priced at over $15 a 750-ml., while Gallo’s La Marca Prosecco is the largest-selling imported sparkling wine overall. Both registered double-digit gains last year, as did other $15 and over labels like Decoy by Duckhorn and Josh Cellars Reserve.

While total table wine sales in IRI channels were down 3.4% and 7.1% by value and volume, respectively, in the calendar year-to-date period ending November 27th, table wines priced between $15 and $25 a 750-ml. grew 5.1% in dollar terms and 2.9% by volume.

Tagged : Chandon, Decoy, La Crema, La Marca, Meiomi, Mionetto

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