California wine shipments in the U.S. rose marginally in 2009 but retail value dipped three percent as consumers traded down to lower price wines, The Wine Institute reported.
Although consumers were cautious in their spending last year, the underlying consumer trends in the U.S. have kept wine on the dinner table during this tough economy, said Robert P. Koch, president and CEO of Wine Institute. “The baby boomer generation has enjoyed wine for decades and now millennial consumers, who grew up in families who served wine, are also showing an affinity for wine.”
California vintners shipped 197 million cases of wine to the U.S. wine market in 2009, up 0.2 percent compared to last year’s volume. The estimated retail value was $17.9 billion, down three percent from 2008, as consumers opted for less expensive wines, according to wine industry consultants Gomberg, Fredrikson & Associates.
Wines priced up to $7 per (750 ml. bottle) were the most popular in U.S. food stores, increasing two percent and accounting for 72 percent.
California wine shipments to all markets in the U.S. and abroad decreased 1.2 percent to 237 million cases.
Wine sales in restaurants also decreased.
To boost sales, many wineries have placed new emphasis on direct-to-consumer sales with tasting room staff training, more wine club events, social media outreach, special offers and upgraded web site content, reported Gomberg-Fredrikson.
What we’re sipping
Based on sales in supermarkets and food stores, here’s what pleased the nationwide palate in 2009.
Varietal – Volume share
Chardonnay 22%
Cabernet Sauvignon 12%
Merlot 11%
White Zinfandel 8%
Source:
The Nielsen Company.
