WHO SAYS YOU CAN’T LOVE FAST CARS AND WINE, TOO
Attention all wine companies: you now have a new marketing audience among NASCAR fans, who apparently love wine. ACNielsen and Nielsen Sports released a study that shows wine consumption among NASCAR fans is up 22% from last year, far outpacing the overall U.S. growth in wine.
In 2006, retail wine sales in the U.S. (total grocery, drug, and selected liquor markets only) reached a new record of $8.4 billion, up 7% from 2005.
FANLinks, a service that tracks household consumption among U.S. sports fans, indicates that wine purchases have increased to $81.40 per year, an average dollar increase of about $14.60 per household. Results also indicate that this increase in wine spending is slightly stronger among avid fans, with their purchases increasing by 26.4%.
Domestic wine still makes up a majority of their sales, about 70%, but imported wines are slowly making their presence felt among NASCAR fans.
Says ACNielsen:
“With about 75 million NASCAR fans in the U.S., this could become the next big advertising opportunity for the wine industry.”
"These findings emphasize tremendous opportunities for advertisers interested in sports fan consumers. Wine brands that can align their brand to these consumers are positioned to reap the benefits of fan loyalty for years to come," said Ann Marie Dumais, vp of marketing, Nielsen Ventures.
In 2006, retail wine sales in the U.S. (total grocery, drug, and selected liquor markets only) reached a new record of $8.4 billion, up 7% from 2005.
FANLinks, a service that tracks household consumption among U.S. sports fans, indicates that wine purchases have increased to $81.40 per year, an average dollar increase of about $14.60 per household. Results also indicate that this increase in wine spending is slightly stronger among avid fans, with their purchases increasing by 26.4%.
Domestic wine still makes up a majority of their sales, about 70%, but imported wines are slowly making their presence felt among NASCAR fans.
Says ACNielsen:
“With about 75 million NASCAR fans in the U.S., this could become the next big advertising opportunity for the wine industry.”
"These findings emphasize tremendous opportunities for advertisers interested in sports fan consumers. Wine brands that can align their brand to these consumers are positioned to reap the benefits of fan loyalty for years to come," said Ann Marie Dumais, vp of marketing, Nielsen Ventures.
posted at 12:01 PM
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