RESVERATROL SAVES THE DAY
Red wine sales benefited in a big way after just about every media outlet in the country featured a story covering the November studies from the Harvard Medical School and the National Institute on Aging, which concluded that daily doses of resveratrol, a substance in red wine, may slow the aging process. And to most Americans who struggle daily against the unbeatable battle with aging in our youth obsessed culture, this bit of news was received with open arms.
In a statement, the Nielsen Company announced that sales of red wine outpaced sales growth for the entire category by 40% in the 20 weeks ending March 10, 2007 as compared to the prior year. Red wine sales were up 8.5% versus white wine sales which were up 4.8% and blush wine which decreased 2.8%. Total wine sales were up 6% during the period. These numbers are in sharp contrast to the full-year results ending October 2006, just before the resveratrol studies were released. At that point, white wine was up 9.3% while red wine increased only 8.4%.
Says Danny Brager, vp, client service, “Our latest figures show that the extensive coverage, including the February 2006 cover of Fortune Magazine, which proclaimed ‘Drink Wine and Live Longer’, may be impacting consumer choice within the wine category.”
In the 20-week period ending March 10, red wines accounted for 52.9% of table wine dollars, up from 51.5% in the comparable period last year. Cabernet Sauvignon and Merlot, the most popular red varietals, experienced volumes growths of 13% and 5.3%, while Pinot Noir grew 24% in volume. While Pinot is still reaping the benefits of the “Sideways Effect,” this has got to be great news for Merlot producers who have seen hard times in recent years.
“The health benefits – real or perceived – will continue to favorably impact red wine consumption,” said Danny.
In a statement, the Nielsen Company announced that sales of red wine outpaced sales growth for the entire category by 40% in the 20 weeks ending March 10, 2007 as compared to the prior year. Red wine sales were up 8.5% versus white wine sales which were up 4.8% and blush wine which decreased 2.8%. Total wine sales were up 6% during the period. These numbers are in sharp contrast to the full-year results ending October 2006, just before the resveratrol studies were released. At that point, white wine was up 9.3% while red wine increased only 8.4%.
Says Danny Brager, vp, client service, “Our latest figures show that the extensive coverage, including the February 2006 cover of Fortune Magazine, which proclaimed ‘Drink Wine and Live Longer’, may be impacting consumer choice within the wine category.”
In the 20-week period ending March 10, red wines accounted for 52.9% of table wine dollars, up from 51.5% in the comparable period last year. Cabernet Sauvignon and Merlot, the most popular red varietals, experienced volumes growths of 13% and 5.3%, while Pinot Noir grew 24% in volume. While Pinot is still reaping the benefits of the “Sideways Effect,” this has got to be great news for Merlot producers who have seen hard times in recent years.
“The health benefits – real or perceived – will continue to favorably impact red wine consumption,” said Danny.
posted at 1:57 PM
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