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Facts U.S. WINE MARKET: FACTS & FIGURES February 2015
MARKET FACTS 1 OF 6
Wine Sales Summary
The United States is the largest wine market in the world by dollars1, and in 2013 it surpassed France to become the world’s top wine market by volume, although not per capita.2 The U.S. market has expanded rapidly in the past few years due to increased consumption, government support, online wine purchasing, and a growing younger population.3
Consumption Statistics
The United States consumed more wine than ever before in 2013; this marks 20 consecutive years of volume growth.4 According to Impact Databank research reported in Wine Spectator, U.S. consumption grew 1% in 2013 to reach 329 million cases.5 Other industry sources put the 2013 figure at 339 million cases.6 Measured in gallons, Americans consumed 892 million wine gallons in 2013 (2.82 gallons per resident), up from 568 million gallons in 2000 (2.01 gallons per resident), according to the Wine Institute.7
In the Wine Market Council’s view, this growth is driven by increased consumption by those who consume wine at least once per week, as well as an increase in the number of wine drinkers in the Millennial generation.8
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MARKET FACTS 2 OF 6
Total U.S. Wine Consumption by Volume
Of total U.S. wine sales in 2013, approximately 66% represented domestic wines (mainly California), while 34% represented imported wines.9 Of these imports, the top six source countries, based on value, were as follows: 10
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Imports vs. Domestics
Retail Outlets vs. Bars/Restaurants
Within the U.S. wine market today:
• Retail (off-premise) sales account for roughly 80% of sales volume• Bars and restaurants (on-premise) represent roughly 20% of sales
volume
In 2012, there were over 50,000 more retail outlets selling wine than five years earlier, according to Nielsen.11
1. Italy2. France3. Australia
4. Argentina5. Spain6. Chile
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MARKET FACTS 3 OF 6
Provence Rosé: The Benchmark
Traditionally, the U.S. wine industry has grouped dry rosé wines together with sweet blush wines. This method of categorization perpetuates the mispercep-tion that rosé is the same as blush. Yet, this mistaken notion appears to be on the decline as dry rosé grows in popularity. Nielsen reported in September 2014 that blush wines’ volume share fell over the previous year (-10.5% for White Zin-fandel, for example), while volume share for dry rosé wines were up 5.1% in the same period.12
Growth rates for imported rosés have been well ahead of the market in the U.S. for at least 10 years — as long as Nielsen has been tracking this as a separate segment at retail. Retail sales of premium imported rosé wine (those priced at or above $12 a bottle) grew by 52% on dollars and 41% on volume in 2014. By comparison, total table wine sales grew by 3.3% on dollars and 1.0% on volume. In addition, the average price per bottle in the premium rosé segment increased to $16.83 in 2014.13
In terms of consumption, pink wines (both dry and sweet) made up 17% of wines consumed by core wine drinkers (regular to high-frequency drinkers) in the U.S. in 2012, according to the Wine Market Council. Red wines made up 48% and white wines 35%.14
(Continued)
Provence is the world’s largest wine region specializing in AOP rosé wine.
It is also the site of France’s oldest vineyards, with a 2,600-year history of
rosé winemaking. Provence is known not only as “the locus of rosé’s spiritual
soul”18 but also as the quality leader. A market study by EOC International in
2014 found that members of the U.S. wine industry — importers, distributors,
retailers, sommeliers, and restaurateurs — perceive French rosé as the
highest quality rosé, and rosé from Provence as the “gold standard.”
Many leading wine critics concur.
Growth of Rosé in the U.S.
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MARKET FACTS 4 OF 6
Growth of Rosé in the U.S. (Continued)
In global rosé consumption, the U.S. is second after France, where rosé out-sells white wine. The U.S. is responsible for 13% of all rosé wine consumed worldwide. As in many countries, women in the U.S. consume more rosé than men (55% vs. 45%). Within the U.S., metro New York accounts for nearly 20% of all rosé imported, and Miami accounts for 15%.15
Projections show the rosé growth trend continuing. In a May 2012 article on the global rosé trend, the Revue Vinicole Internationale (International Wine Review) referenced industry experts who “agree that dry rose will represent 15%” of the U.S. market in 2015.16 The reasons for rosé’s growing popularity likely include the rise of younger, more adventurous wine consumers, an ap-pealing color, an attractive price point, and an accessible, food-friendly flavor profile.17
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2010 2011 2012 2013 2014 2015
Imported Rosé Sales
Imported Rosé wine by value ($)
Imported Rosé wine by volume
Total wine by value ($)
Total wine by volume
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Source: Nielsen
MARKET FACTS 5 OF 6
Provence Rosé Production Facts19
Provence Rosé Export Facts
Provence Rosé Exports to the U.S.
• Approximately 10% of the world’s wine production is rosé, and France is the leading producer.
• Provence produces 39% of French AOP rosés. The AOP designation, short for Appellationd’Origine Protégée, or protected area of origin, is an assurance of authenticity and quality.
• A full 89% of all AOP wines produced in Provence in 2014 were rosés.
• Exports of rosé wines from Provence to the U.S. jumped 29% on volume and 38% onvalue from October 2013 to October 2014. This was the 11th consecutive year of double-digit increases in rosé export volumes from Provence to the U.S.20
• In New York City today, 100% of surveyed wine retailers carry at least one Provence rosé reference.21
• The U.S. market has access to more — and more diverse — Provence rosé wines than everbefore.
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Source: French customs agency and CIVP
MARKET FACTS 6 OF 6
Sources
1. The Wall Street Journal, “Who’s Driving World Wine Consumption?” January 28, 2015, http://www.wsj.com/articles/whos-driving-world-wine-consumption-1422461583
2. Wine Spectator, “United States Now No. 1 in Wine Consumption,” May 14, 2014, http://www.winespectator.com/webfeature/show/id/49995
3. Research and Markets, “US Wine Market Forecast to 2012,” April 2010, http://www.researchandmarkets.com/reports/648785/us_wine_market_forecast_to_2012
4. Wine Institute, “Wine Consumption In The U.S.,” September 10, 2014, http://www.wineinstitute.org/resources/statistics/article86
5. Wine Spectator, “United States Now No. 1 in Wine Consumption,” May 14, 2014, http://www.winespectator.com/webfeature/show/id/49995
6. The Wall Street Journal, “Who’s Driving World Wine Consumption?” January 28, 2015, http://www.wsj.com/articles/whos-driving-world-wine-consumption-1422461583
7. Wine Institute, “Wine Consumption In The U.S.,” September 10, 2014, http://www.wineinstitute.org/resources/statistics/article86
8. Vine Talk, “US Wine Consumption Grows in 2013,” March 4, 2013, http://www.vinetalk.com/us-wine-consumption-grows-in-2012/
9. Dr. Liz Thach, MW, “Trends in the US Wine Industry for 2014,” https://lizthach.wordpress.com/2014/03/26/trends-in-the-us-wine-industry-for-2014-sunny-cellars-with-some-cobwebs/
10. OIV, “The wine market: evolution and trends, May 2014,” file:///C:/Users/Eve/Downloads/Wine_market_EN.pdf
11. Wine Institute, “2012 California and U.S. Wine Sales,” http://www.wineinstitute.org/resources/statistics/article697
12. Nielsen report to CIVP/Provence Wine Council, September 2014
13. Nielsen report to CIVP/Provence Wine Council, January 2015
14. Wine Market Council
15. Revue Vinicole Internationale, May 2012
16. Ibid
17. Wine Business Monthly, “Retail Sales Report: Rosé Trend Defines Summer 2007,” November 2007
18. Oldman’s Brave New World of Wine, New York: W.W. Norton & Co., 2010, page 114
19. CIVP/Provence Wine Council
20. French Customs and CIVP
21. CIVP
Media Contacts
JOAN BROWER/JANET BARTUCCI
THE DILENSCHNEIDER GROUP, INC. MetLife Building, 200 Park Avenue,
26th Floor New York, NY 10166
TEL: 212-922-0900FAX: 212-922-0971
EMAIL: [email protected]
Trade Contacts
JULIE PETERSON/CARLENE HASTINGS VINS DE PROVENCE – U.S. OFFICE
1025 Thomas Jefferson St. NW,
Suite 420 East Washington, DC 20007 TEL: 202-499-4263EMAIL: [email protected] WEB: WWW.WINESOFPROVENCE.COM
PROVENCE WINE COUNCIL Maison des Vins
RN7
83460 Les Arcs-sur-Argens
France
TEL: +33 4 94 99 50 25EMAIL: [email protected]