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Who Buys Source

Based on research by the Wine Market Council, among all wine drinkers, 57% were classified as core consumers (those who drink wine at least once a week) in 2012, up from 43% in 2000, while 43% were marginal consumers (at least once every 2-3 months but less often than once a week), down from 57% in 2000. The Wine Market Council also determined the share of wine drinkers who could be considered core consumers, by age group: Millennial, 28%; Gen X, 20%; Baby Boomer, 40%; 67+, 12%.

Wine Market Council, 2013

Based on a 2013 Gallup Poll, among those adults who consume alcohol, 53% of men prefer beer, while 22% like liquor, and 20% say wine is their favorite beverage. Among women, 52% like wine, compared to 24% who prefer liquor and 20% who drink beer.

Gallup Poll, 2013

According to the Wine Market Council, women account for 51% of core wine consumers (defined as those who drink wine at least once a week), with men accounting for 49%. Share of core wine drinkers, by income: Less than $50,000, 36%; $50,000-$69,999, 21%; $70,000-$99,999, 20%; $100,000-$129,999, 11%; $130,000-$199,999, 9%; $200,000+, 3%.

Wine Market Council, 2013

According to a 2013 Gallup Poll, among 18-29-year-olds who drink alcohol, beer was their favorite beverage (41%), followed by liquor (28%) and wine (24%). In the 30-49-year-old age bracket, beer was the preferred drink (43%), followed by wine (29%) and liquor (24%). For those consumers age 50+, wine was the top choice (46%), followed by beer (29%) and liquor (19%).

Gallup Poll, 2013

Profiling adults 18+ who drink any category of wine or distilled liquor:

GfK MRI, 2012

Of those adults 18+ who drink any type of wine, 41.3% are women and 58.7% are men.

GfK MRI, 2012

Adults 18+ who drink any type of wine, by age group: 18-24, 8.2%; 25-34, 17.2%; 35-44, 18.7%; 45-54, 20.5%; 55-64, 18.1%; 65+, 17.3%.

GfK MRI, 2012

Adults 18+ who drink any type of wine, by income bracket: $100,000+, 36.8%; $75-99,999, 16.2%; $60-74,999, 10.4%; $50-59,999, 8.3%; $40-49,999, 7.0%; $30-39,999, 7.1%; $20-29,999, 6.6%; under $20,000, 7.6%.

GfK MRI, 2012

Adults 18+ who drink any type of wine, by race: White, 80.8%; Black, 8.8%; Other, 10.4%; Hispanic origin, 10.8%.

GfK MRI, 2012

Adults 18+ who drink any kind of distilled liquor, by race: White, 76.9%; Black, 10.9%; Other, 12.2%; Hispanic origin, 13.2%.

GfK MRI, 2012

Adults 18+ who drink any type of distilled liquor, by region: Northeast, 20.5%; Midwest, 22.4%; South, 34.2%; West, 22.9%.

GfK MRI, 2012

Adults 18+ who drink any kind of distilled liquor, by marital status: Single, 28.9%; married, 55.1%; separated/widowed/divorced, 16.0%.
 

GfK MRI, 2012

Adults 18+ who drink any type of wine, by region: Northeast, 23.6%; Midwest, 20.5%; South, 33.2%; West, 22.7%.

GfK MRI, 2012

Adults 18+ who drink any type of wine, by marital status: Single, 21.8%; married, 61.2%; separated/widowed/divorced, 17.0%.

GfK MRI, 2012

Of those adults 18+ who drink any type of distilled liquor, 49.6% are men and 50.4% are women.

GfK MRI, 2012

Adults 18+ who drink any kind of distilled liquor, by age range: 18-24, 13.0%; 25-34, 20.9%; 35-44, 18.9%; 45-54, 19.7%; 55-64, 15.3%; 65+, 12.2%.

GfK MRI, 2012

Adults 18+ who drink any type of distilled liquor, by income level: $100,000+, 30.8%; $75-99,999, 15.7%; $60-74,999, 10.9%; $50-59,999, 8.2%; $40-49,999, 8.0%; $30-39,999, 8.5%; $20-29,999, 7.6%; under $20,000, 10.3%.

GfK MRI, 2012

Based on a 2012 Harris Interactive survey of more than 2,000 U.S. adults over the age of 21, 48% of the respondents say they drink wine several times a month, while 22% say they usually buy four or more bottles of wine per month. Only 38% say they never purchase a bottle of wine.

 

Harris Interactive, 2012

A 2012 Harris Interactive survey found that Matures (ages 67+) and Baby Boomers (ages 48-66) are more likely than Echo Boomers (ages 18-35) and Gen Xers (ages 36-47) to purchase four or more bottles of wine per month.

Harris Interactive, 2012

When They Buy Source

Monthly sales of beer, wine and liquor stores in the U.S. (3-year average, 2010-2012): January, 6.8%; February, 7.1%; March, 7.8%; April, 7.9%; May, 8.4%; June, 8.4%; July, 8.7%; August, 8.4%; September, 8.1%; October, 8.3%; November, 8.6%; December, 11.5%.

U.S. Department of Commerce, 2013

Based on a survey by E&J Gallo Winery/SmartRevenue, the alcohol beverage cooler in the typical convenience store is most often shopped from 6-8 PM.

CSP Daily News, 2012


How They Buy Source

Share of spirits sold in the U.S. (by dollar sales) in 2012, according to price category: Value, 19.2%; Premium, 34.3%; High End, 28.2%; Super Premium, 18.3%.

Distilled Spirits Council of the United States, 2013

According to a 2012 Harris Interactive survey of wine drinkers, how much the respondents said they paid for the last bottle of wine they purchased: Less than $10, 26%; $10-$14, 35%; $15-$19, 20%; $20-$29, 11%; $30 or more, 8%.

Harris Interactive, 2012

What They Buy Source

Share of gross sales for the overall U.S. spirits market in 2012 (totals in billions), with change from 2011 in parentheses: Whiskey, $6.371 (+6.8%); Vodka, $5.466 (+5.1%); Rum $2.315 (+1.9%); Tequila, $1.882 (+4.6%); Gin, $0.873 (+2.7%); Brandy & Cognac, $1.516 (+3.9%); Cordials, $2.516 (+3.1%); Pre-mixed cocktails, $0.348 (-7.0%).

Distilled Spirits Council of the United States, 2013

For 2012, the top 10 U.S. spirits brands, according to dollar sales through supermarkets, drug stores, gas/convenience stores, mass merchandisers, and select club and dollar retail chains (totals in millions), with percentage change from the previous year in parentheses: 1. Smirnoff, $301.4 (+9.1%); 2. Captain Morgan, $188.7 (+7.8%); 3. Jack Daniel's Black Label, $187.9 (+9.7%); 4. Bacardi, $163.4 (+2.7%); 5. Crown Royal, $151.1 (+9.4%); 6. Jose Cuervo Especial, $11.8 (+1.3%); 7. Jim Beam, $95.4 (+7.2%); 8. ABSOLUT, $93.7 (+1.0%); 9. Svedka, $85.2 (+19.1%); 10. Jagermeister, $80.1 (+8.1%).

Beverage Industry, 2013

According to a report by Technomic, the fastest-growing spirits brands in 2012 (ranked by percentage increase in volume): 1. RumChata (Cordial/Liqueur), +470.3%; 2. Coulsons (Vodka), +172.7%; 3. New Amsterdam (vodka), +157.1%; 4. Zarco (Tequila), +150.0; 5. Exclusiv (Vodka), +138.1%; 6. Bacardi Oakheart (Rum), +85.0%; 7. Cupcake (Vodka), +70.0%; 8. Fireball Cinnamon Whisky (Cordial/Liqueur), +66.7%); 9. Jack Daniel's Tennessee (Cordial/Liqueur), +66.3%; 10. Ciroc (Vodka), +51.9%.

Technomic, Inc., 2013

In the table wine category, Chardonnay remained the popular varietal in 2012, followed by Cabernet Sauvignon, Merlot and Pinot/Gris.  

The Wine Institute, 2013

Based on research by Technomic, the five fastest-growing brands of wine in 2012: 1. HandCraft; 2. Josh Cellars; 3. The Dreaming Tree; 4. Domino; 5. Primal Roots.

Technomic, Inc., 2013

Table wine accounted for 87.5% of wine volume sold in the U.S. in 2012, while dessert wine was responsible for 7.6% of sales and sparkling wine/champagne accounted for the remaining 4.9%.

The Wine Institute, 2013

A 2012 Harris Interactive survey asked wine drinkers how many bottles of wine they purchase in an average month: 0 bottles, 23%; 1 bottle, 36%; 2-3 bottles, 18%; 4 or more bottles, 22%. 

Harris Interactive, 2012

According to a 2012 Harris Interactive survey, 78% of adults who drink wine say they "sometimes" or "frequently" buy a bottle of wine that they have had before. This practice is most common among older adults and women.

Harris Interactive, 2012

Where They Buy Source

Diageo is the leading premium spirits company in the world by volume, net sales and operating profits. It produces eight of the top 20 spirits brands, including such names as Smirnoff vodka, Baileys Irish Cream liquer, Johnnie Walker Scotch whiskey, Jose Cuervo tequila, Tanqueray gin, Captain Morgan rum, and wines from Sterling Vineyards and Beaulieu Vineyard.

Hoover's, 2013

Other large spirits firms include Beam Inc., once known as Fortune Brands and distributors of such labels as Jim Beam Bourbon, Sauza Tequila, Canadian Club Whisky, Courvoisier Cognac and Skinnygirl Cocktails, Pernod Ricard SA (with brands such as Chivas Regal, ABSOLUT vodka, Beefeater and Seagram's gin, and Kahlua liquer), and Brown-Forman Corporation (with a portfolio that features Jack Daniel's, Woodford Reserve, Canadian Mist, Southern Comfort and Finlandia).

Hoover's, 2013

The top five spirits suppliers in the U.S. in 2012, by volume (000s of 9-liter cases), with change from 2011 in parentheses: 1. Diageo, 45,357 (+1.1%); 2. Beam Inc., 23,090 (+3.1%); 3. Sazerac, 17,122 (+4.2%); 4. Bacardi USA, 16,305 (-1.1%) 5. Pernod Ricard USA, 15,016 (+1.8%). 

Technomic, Inc., 2013

The top five suppliers of wine by volume in the U.S. in 2012 (000s of 9-liter cases), with change from the prior year in parentheses: 1. E&J Gallo Winery, 81,730 (+3.5%); 2. The Wine Group, 49.175 (-4.4%); 3. Constellation, 41,448 (+4.9%); 4. Trinchero Family Estates, 15,478 (+3.1%); 5. Treasury Wine Estates, 12,552 (-1.9%).

 

Technomic, Inc., 2013

Constellation Brands also ranks as a leading beer, wine and spirits maker, offering more than 100 brands. Its wine brands include Robert Mondavi, Vendange, Ravenswood and Simi, while its spirits brands feature Black Velvet whiskey and SVEDKA vodka.

Hoover's, 2013

E. & J. Gallo Winery is the world's largest family-owned winemaker. Its most popular brands include Carlo Rossi, Peter Vella, Gallo Family Vineyards Sonoma Reserve and Ecco Domani.

 

Hoover's, 2013

Southern Wine & Spirits of America is the largest U.S. distributor of wine and spirits, with operations in 35 states. It represents more than 1,600 wine, beer and spirits suppliers from around the world, offering some 5,000 brands.

Hoover's, 2013

Business Trends Source

Sales of beer, wine and liquor stores in the U.S. increased 3.4% in 2012 to $44.134 billion, up from $42.603 billion in 2011 and $41.460 billion in 2010.

U.S. Department of Commerce, 2013

Dollar sales of distilled spirits increased 4.5% in 2012 to $21.3 billion (up from $20.4 billion in 2011), and grew 3.0% in volume.

Distilled Spirits Council of the United States, 2013

Estimated wine sales in the U.S. (including table wine, dessert wine and sparkling wine/champagne) rose 5.2% in 2012 to $34.6 billion. 

The Wine Institute, 2013

U.S. beverage alcohol market dollar share in 2012: Beer, 48.8% (down from 54.4% in 2002); distilled spirits, 34.3% (up from 29.7% in 2002); wine, 16.9% (up from 15.9% in 2002).

Distilled Spirits Council of the United States, 2013

According to a 2013 Gallup Poll, of those Americans who drink alcohol, 36% drink wine most often, while 35% prefer beer and 23% say liquor is their beverage of choice.

Gallup Poll, 2013

The United States officially surpassed France as world's largest wine-consuming nation in 2010. 

The Wine Institute, 2013

U.S. spirits volume growth in 2012, by price segment: Value, +1.8%; Premium, +2.1%; High End, +4.8%; Super Premium, +8.9%.

Distilled Spirits Council of the United States, 2013

The number of wineries in the U.S. grew to 8,806 in 2012 (3,754 of them in California), up from 5,424 in 2006 and 2,904 in 2000.

The Wine Institute, 2013

Misc Source

California makes 90% of all U.S. wine, and is the world's 4th leading wine producer after France, Italy and Spain.

The Wine Institute, 2012

According to a survey by Mintel, approximately 33% of wine drinkers prefer a screw cap because of the ease of opening and convenience.

Beverage Industry, 2012