Top 11 trends in US wine market
- Rosé continues to gain ground, particularly that from Provence, which is experiencing double digit growth in both volume and value
- Sparkling wine is also a big hit with consumers, with Prosecco leading the charge, along with American sparkling and Champagne
- Sauvignon Blanc is enjoying increasing growth as the trend for fresh and light wine styles expands. Those from New Zealand are particularly in demand
- Oregon has seen double-digit growth in recent years, though volumes are still small compared to California
- Pinot Noir is the stand out grape varietal from the state, which saw double-digit growth in value and volume in 2019
- Consumers are increasingly embracing wine in cans and tetra packs, and appreciate the smaller serving size, as well as the portability
- Non-glass packaging grew by 22% in volume and 11% in value in 2019 Wine cocktails, sangria and flavoured wine such as E&J’s Bartles & Jaymes wine coolers are a growing sector, with sales up by 20 – 20% in value over the past two years as younger consumers seek out new experiences
- The sweet spot for wine pricing in the US lies within the $11 - $14.99 category, and the $15 - $19.99 sector, both growing by 5 – 6% in value and volume
- Wines priced under $10.99 continue to be negative in both value and volume, though still account for nearly three quarters (74%) of al wine sold in the US
- Wine priced at $20 - $24.99 showed around 6% value and volume increase, but at smaller quantities
- The fear of cannabis is over-inflated, with only 2% of wine drinkers reporting they will drink less due to cannabis usage, whereas 2% said the would consume more wine with cannabis
Source: Danny Brager, VP Client Service, Nielsen, Key note Presentation at Unified Wine & Grape Symposium, Sacramento, California, February 5th 2020