Posts Tagged ‘retail sales’
Ok so we’ve learned in our past blogs that the US wine industry is growing (it was up 3.2% last year), that the American wine drinker likes traditional varietals (Chardonnay is King followed by Cabernet Sauvignon) and they are interested in trying different varietals (as growth in Riesling & Sangiovese proves). But what does this mean for the types of wines you’ll see on your favorite retailer’s shelves?
Well a couple of things. It means that you’ll continue to see a lot of American wines. US consumers prefer domestic product, nearly 2/3 of all wine sales are of American bottles. US consumers spent about $6.5 billion on US wines last versus just $2.6 billion on imports. This probably means there is hope for nascent producers in Arizona and Long Island, NY State and Virginia (to name a few). California, Oregon and Washington State can only produce so many grapes and so this trend may let some excellent producers in other regions get national recognition. That’d be a good thing.
On the flip side though, this trend also means that you’ll have a limited selection of imported wines to sample.
Top Wine Exporters to the US:
- Italy $804 million
- Australia $771 million
- Chile $243 million
- France $228 million
- Argentina $187 million
- New Zealand $125 million
Fastest Growing Wine Exporters to the US:
- Argentina 27.6%
- New Zealand 21.1%
- Germany 4.4%
- Chile 1.7%
- Spain 0.6%
- Portugal 0.3%
No one expects Argentina to take over from Italy as the United States’ preferred exporter anytime soon, but they certainly have the momentum. Likewise New Zealand is doing a great job at increasing sales. Australia is still a far larger producer but with sales increase of over 20% their kiwi cousins are definitely nipping at their heels.
One other interesting thing to note is that France now comes behind Chile in terms of overall US sales. Does this reflect an anti-French bias? Probably not. Does it reflect a lack of knowledge on the part of the US consumer? Most likely. Does it reflect a taste and budget preference? Most definitely.
Clearly American wine drinkers have spoken. They like new world wines, they like value and they like wines that are approachable and understandable, both in taste and pronunciation. So I would say your retailer’s shelves are going to get a lot more creative in the years to come. And that is a great thing. Happy exploring.
We’ve recently started a semi-regular series of stories on the biggest trends in wine as outlined in the recent Nielsen Table Wine Report. We think it is important to understand what consumers want and how they’re voting with their pocketbook because ultimately what sells will dictate what you get to drink. So grab a glass and follow along with these interesting trends.
First off, we wanted to know which varietals were growing in popularity and which ones were waning. After all we hear a lot these days how Malbec is kicking Cabernet Sauvignon’s butt and that Chardonnay is on the way out. Well think again. Malbec sales still pale in comparison to the mighty Cabernet Sauvignon and Cab sales still lag behind Chardonnay, America’s most popular varietal by far.
Top Varietals by Sales:
- Chardonnay $1,996
- Cabernet Sauvignon $1,347
- Merlot $911
- Pinot Gris/Grigio $734
- Pinot Noir $526
- White Zinfandel $427
Top Varietals by Growth:
- Riesling 9.4%
- Pinot Noir 8.9%
- Sangiovese 8.7%
- Sauvignon Blanc 8.5%
Our expert opinion on these trends (after a couple of bottles mind you) is that the US consumer remains pretty traditional. They know what they like (Chardonnay, Cabs) and they stick to it. They purchase more white wines than reds, although not by a lot. Perhaps this reflects the influence of new wine drinkers who tend to start with whites and then move to reds. If this is the case that’s great news for the industry because these wine drinkers will become wine lovers and begin to experiment even more.
And finally we think the list of hot varietals by growth vs hot varietals by sales reflects an interesting duality in American drinkers. Most of the top selling varietals are big wines, Cabernet Sauvignon, Pinot Noir or even White Zin. These would typically be food pairing wines. Most people would drink a cab with a meal.
Whereas the top varietals by growth reflect more subtle or easy drinking wines such as Riesling or Sauvignon Blanc which are more conversation wines. We tend to like a Riesling or Sangiovese with friends and not necessarily over a meal. And so we think this reflects a very cool trend. Yes Americans like wines for dinner but they also are embracing varietals that they can drink just for the enjoyment. We think that’s a great trend.
In our humble (and wine-fuelled) opinion, anything that gets the consumer to try more varietals and sample a wider range of wines is a good thing. Whether you’re pairing a bottle with a steak or just a sunny day, it is nice to see wine trends reflect a maturing wine drinking culture.
We’re not really big on statistics or facts and figures around the Wine Portfolio offices. We prefer to see wine as an emotional product, not a rational one. But wine is an industry and not just a passion and so understanding how the business works and what trends are driving the sector is important. Knowing who the consumer is and what they want is critical. And so each year our creative team sits down to go through research reports to pull out the trends that will shape the world of wine in the year to come. Because as the consumer changes so too will the product we all love.
This year we cracked open a bottle or two (perhaps more but we’re not saying) of Malbec, currently the ‘hottest’ varietal in the US, and we poured through the most recent Nielsen Table Wine Report along with various other sources to compile some interesting tidbits that even the most non-mathematical of you will find fascinating.
This is the first of a few stories on our findings.
The good news is that total wine sales were up in the US last year by 3.2% to nearly $9.2 billion dollars which is impressive in tough economic times. The bad news is that we only have reliable data for the US, sorry to all of our international fans but the US figures are still very insightful for the industry as a whole.
So if sales are up, which category of wine is increasing? It is the price conscious buyer who is growing. Cheaper bottles in the $9.00 – $11.99 range primarily led the growth with a whopping 9.1% increase in year over year sales. Sales of bottles that retail for $20+ were also up by 7.4%. The category that lagged overall sales growth figures was bottles that sell for $15.00 – $19.99 as their sales were only up 2.5%.
It seems as if the US consumer doesn’t perceive a large quality difference for bottles that are $9 or $19. And if the quality is similar the value proposition is better for less expensive wines. Therefore the mid-price wines, those between $12 & $20 aren’t selling as fast as the lower priced ones, or as well as the more expensive ones. We can assume consumers use $20+ bottles as an affordable luxury and a little treat as their sales were also up impressively.
Now before we start to congratulate ourselves for becoming real wine connoisseurs let’s look at what price points the majority of wine sold for at retail. Here, the news isn’t so bright.
- $0 – $2.99= $794 million
- $3.00 – $5.99 = $2.69 billion
- $6.00 – $8.99 = $1.90 billion
- $9.00 – $11.99 $1.87 billion
Yep that’s right, over 1/3 of all wine sold in the United States last year retailed for under $6 bucks. We’re not snobs but we think this trend probably doesn’t reflect a refined palette (is there an emoticon for sarcasm). A winemaker in Chile told us not to worry about these stats, as the sales of all wines under $12 reflects a growing number of new wine drinkers who are just starting to explore the world of wine. This is good news for the industry as a whole and a wake up call for industry. Clearly American wine drinkers want value and are price conscious, no wonder Chile and Argentina are doing so well. But you’ll have to wait for another post to see just how well they’re dong.