US wine consumers continue to trade up while overall market remains static
American wine consumers are continuing to spend more on better quality wine, as premium labels continue their momentum last year according to the newly published U.S. Wine Market: Shanken’s Impact Databank Review & Forecast.
However, the total wine market is forecast to remain largely static, with an estimated gain of just 0.3% to 330 million 9 litre cases. At the same time per-capita wine consumption is expected to fall for the third consecutive year, as consumers shift toward whiskies, cocktails, and other alternative drinks.
And for the first time in over 30 years, California blends outperformed single-varietal wines in 2018, mainly due to continued solid growth from rosés and red blends.
Chardonnay, the market’s biggest-selling wine style, declined last year, as did Moscato, Merlot, and most blush varietals. However, imported blends kept up their momentum, posting a solid 3.7% increase in 2018, marking their fourth consecutive annual gain.
Rosé imports continue to surge, with a 33.5% jump last year, thanks largely to Provencal wines.
Premium-plus table wines retailing at $10 plus per bottle recorded solid growth in 2018, combining for a 5% volume increase. These wines will account for nearly half of the total table wine market this year in dollar terms, compared to a mere 18% share at the beginning of the decade.