BUT THE U.S. IS STILL BEHIND IN WORLD CONSUMPTION
The Wine Market Council released a study showing that while Americans are drinking more wine than ever before, the U.S. is still far behind other nations – such as Germany, Italy and France - in per capita consumption. But we’re putting up a good fight. Just in the past ten years Americans have gone from consuming 177 million cases of table wine in 1996 to 249 million last year, making a retail value of $25 billion once you count sparkling wines, sherries and ports.
And just who are these people drinking wine?
While over 42% of U.S. adults don’t drink, about 14% are “core-drinkers” and consume wine daily or weekly. Out of the core-drinkers, 39% come from the millennial generation and 30% come from Generation X.
People in the suburbs (51%) are more likely to drink wine than city folks (31%), and more college grads (40%) drink than post-grads (24%). Core drinkers make an average income of $78,000 while marginal drinkers make about $69,300 a year.
And what does income matter, you ask?
Many attribute wine’s success to the American tendency of “trading up” to fulfill a certain image, along with the reported health benefits of wine and better advertising. Wine companies have had great success in drawing in younger crowds and less experienced wine-drinkers by using colorful labels and eye-catching names.
Also, more people are drinking wine in casual chain restaurants like P.F. Chang’s and Macaroni Grill– from 44% of core drinkers in 2003 to 58% in 2005. With an increase of disposable incomes, more people are eating out and are not afraid to spend a buck or two.
Americans are also sticking to wine made at home with 69% of core drinkers choosing domestic to 31% buying imported wines. The majority of consumers purchasing domestics choose wine from California, with New York, Washington and Oregon wines falling behind in that order.
And as far as new ways to purchase wine, consumers appear to be taking advantage. Well over half of core drinkers have purchased wine at a winery, 17% through the mail and 11% on a Web site. The portion of core drinkers who order online has tripled from 2000 to 2005, and will only grow as more states legalize direct delivery.
And just who are these people drinking wine?
While over 42% of U.S. adults don’t drink, about 14% are “core-drinkers” and consume wine daily or weekly. Out of the core-drinkers, 39% come from the millennial generation and 30% come from Generation X.
People in the suburbs (51%) are more likely to drink wine than city folks (31%), and more college grads (40%) drink than post-grads (24%). Core drinkers make an average income of $78,000 while marginal drinkers make about $69,300 a year.
And what does income matter, you ask?
Many attribute wine’s success to the American tendency of “trading up” to fulfill a certain image, along with the reported health benefits of wine and better advertising. Wine companies have had great success in drawing in younger crowds and less experienced wine-drinkers by using colorful labels and eye-catching names.
Also, more people are drinking wine in casual chain restaurants like P.F. Chang’s and Macaroni Grill– from 44% of core drinkers in 2003 to 58% in 2005. With an increase of disposable incomes, more people are eating out and are not afraid to spend a buck or two.
Americans are also sticking to wine made at home with 69% of core drinkers choosing domestic to 31% buying imported wines. The majority of consumers purchasing domestics choose wine from California, with New York, Washington and Oregon wines falling behind in that order.
And as far as new ways to purchase wine, consumers appear to be taking advantage. Well over half of core drinkers have purchased wine at a winery, 17% through the mail and 11% on a Web site. The portion of core drinkers who order online has tripled from 2000 to 2005, and will only grow as more states legalize direct delivery.
posted at 2:39 PM
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