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Who Buys Source

Based on 2014 research by the Wine Market Council, among all wine drinkers, 66% are classified as "Occasional," while 34% are considered "High Frequency" (8% are daily consumers while 26% drink wine several times a week). Of those "High Frequency" consumers, 50% are male and 50% are female. Among "Occasional" drinkers, 59% are women and 41% are men.

Wine Market Council, 2014

According to the Wine Market Council, share of "High Frequency" wine drinkers (those who consume wine either daily or several times a week), by generation: Millennial, 24%; Generation X, 19%; Baby Boomer, 43%; Older, 14%.

Wine Market Council, 2014

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

GfK MRI, 2013

Of those adults 18+ who drink any type of wine, 59.5% are women and 40.5% are men.

GfK MRI, 2013

Adults 18+ who drink any type of wine, by age group: 18-24, 8.1%; 25-34, 17.4%; 35-44, 18.3%; 45-54, 19.8%; 55-64, 18.3%; 65+, 18.1%.

GfK MRI, 2013

Adults 18+ who drink any type of wine, by income bracket: $100,000+, 36.5%; $75-99,999, 16.4%; $60-74,999, 10.8%; $50-59,999, 7.6%; $40-49,999, 7.4%; $30-39,999, 7.1%; $20-29,999, 6.6%; under $20,000, 7.6%.

GfK MRI, 2013

Adults 18+ who drink any type of wine, by race: White, 81.6%; Black, 8.6%; Other, 9.8%; Hispanic origin, 11.2%.

GfK MRI, 2013

Adults 18+ who drink any kind of distilled liquor, by race: White, 77.9%; Black, 10.9%; Other, 11.2%; Hispanic origin, 13.0%.

GfK MRI, 2013

Adults 18+ who drink any type of distilled liquor, by region: Northeast, 20.2%; Midwest, 22.5%; South, 34.5%; West, 22.8%.

GfK MRI, 2013

Adults 18+ who drink any kind of distilled liquor, by marital status: Single, 29.2%; married, 54.3%; separated/widowed/divorced, 16.5%.
 

GfK MRI, 2013

Adults 18+ who drink any type of wine, by region: Northeast, 23.2%; Midwest, 20.7%; South, 33.4%; West, 22.7%.

GfK MRI, 2013

Adults 18+ who drink any type of wine, by marital status: Single, 21.8%; married, 60.9%; separated/widowed/divorced, 17.3%.

GfK MRI, 2013

Of those adults 18+ who drink any type of distilled liquor, 50.1% are men and 49.9% are women.

GfK MRI, 2013

Adults 18+ who drink any kind of distilled liquor, by age range: 18-24, 12.8%; 25-34, 21.1%; 35-44, 18.3%; 45-54, 19.2%; 55-64, 15.9%; 65+, 12.7%.

GfK MRI, 2013

Adults 18+ who drink any type of distilled liquor, by income level: $100,000+, 31.3%; $75-99,999, 15.2%; $60-74,999, 10.9%; $50-59,999, 7.7%; $40-49,999, 8.3%; $30-39,999, 8.3%; $20-29,999, 7.7; under $20,000, 10.6.

GfK MRI, 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 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

When They Buy Source

Monthly sales of beer, wine and liquor stores in the U.S. (3-year average, 2011-2013): January, 6.8%; February, 7.1%; March, 7.8%; April, 7.8%; May, 8.4%; June, 8.4%; July, 8.7%; August, 8.6%; September, 8.0%; October, 8.3%; November, 8.7%; December, 11.5%.

U.S. Department of Commerce, 2014

Why They Buy Source

According to a 2014 survey by Technomic, 44% of consumers agree that if they try and enjoy a spirits brand away from home, they will purchase it for at-home consumption, up from 39% in 2013.

Technomic, Inc., 2014


What They Buy Source

Share of gross sales for the overall U.S. spirits market in 2013 (totals in billions), with overall share of spirits sales in parentheses: Whiskey, $7.014 (31.5%); Vodka, $5.588 (25.1%); Cordials, $2.456 (11.0%); Rum $2.392 (10.8%); Tequila, $2.030 (9.1%); Brandy & Cognac, $1.549 (7.0%); Gin, $0.866 (3.9%); RTD Cocktails, $0.353 (1.8%).

Distilled Spirits Council of the United States, 2014

For 2013, the top 10 U.S. whiskey 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. Jack Daniel's, $201.5 (+4.2%); 2. Crown Royal, $170.7 (+5.4%); 3. Jim Beam, $114.6 (+9.1%); 4. Fireball, $66.7 (+244.7%); 5. Seagram's 7 Crown, $66.5 (+1.2%); 6. Jameson, $63.7 (+24.7%); 7. Johnnie Walker, $58.4 (+7.6%); 8. Black Velvet, $58.2 (+10.1%); 9. Maker's Mark, $50.0 (+16.2%); 10. Southern Comfort, $42.5 (+1.3%).

Beverage Industry, 2014

The top 10 table wine brands sold in 2013 (totals in millions), with percentage change from 2012 in parentheses: 1. Barefoot, $556.3 (+13.5%); 2. Sutter Home, $365.6 (+2.7%); 3. Franzia Box, $310.7 (+7.6%); 4. Yellow Tail, $298.3 (+3.9%); 5. Woodbridge by Robert Mondavi, $293.6 (+7.2%); 6. Kendall Jackson Vintners Reserve, $189.8 (+7.0%); 7. Beringer, $164.6 (+1.5%); 8. Gallo Family Vineyards, $153.7 (+9.0%); 9. Cupcake Vineyards, $153.1 (+8.0%); 10. Chateau Saint Michelle, $138.3 (+8.4%).

Information Resources, Inc., 2014

Share of spirits sold in the U.S. (by dollar sales) in 2013, according to price category: Value, 18.2%; Premium, 33.5%; High End, 29.3%; Super Premium, 19.0%.

Distilled Spirits Council of the United States, 2014

Research by Technomic found that wines at the budget-friendly $6-$8.99 price point held the largest share of U.S. table wine volume in 2013, at 38.2%.

Technomic, Inc., 2014

Based on off-premise sales in 2013, the most popular wine types were Chardonnay (20% share), Cabernet Sauvignon (13%), Merlot (9%), Red Blends/Sweet Reds (9%), Pinot Grigio (9%), Moscato (6%), White Zinfandel (5%), Pinot Noir (4%) and Sauvignon Blanc (4%).

The Wine Institute, 2014

For 2013, the top 10 U.S. vodka brands (totals in millions), with percentage change from the previous year in parentheses: 1. Smirnoff, $309.0 (+2.3%); 2. Absolut, $130.1 (-0.1%); 3. Skyy, $96.7 (+7.1%); 4. Svedka, $94.5 (+11.0%); 5. Grey Goose, $80.0 (+2.8%); 6. Ketel One, $64.7 (+5.6%); 7. Ciroc, $51.9 (+24.3%); 8. Pinnacle, $47.5 (+23.8%); 9. New Amsterdam, $38.0 (+116.5%); 10. Popov, $36.6 (-9.8%).

Information Resources, Inc., 2014

Based on 2014 research by the Wine Market Council, domestic wine purchases in the previous three months, according to state where harvested (multiple answers): California, 86%; Washington, 34%; Oregon, 29%; New York, 24%; Virginia, 17%; Texas, 14%; Michigan, 14%; Missouri, 12%.

Wine Market Council, 2014

Table wine accounted for 87.4% of wine volume sold in the U.S. in 2013, while dessert wine was responsible for 7.7% of sales and sparkling wine/champagne accounted for the remaining 4.9%.

The Wine Institute, 2014

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, 2014

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 and Courvoisier Cognac; 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, 2014

Constellation Brands also ranks as a leading beer, wine and spirits maker, offering more than 100 brands. Its wine brands include Robert Mondavi, Clos du Bois and Manischewitz, while its spirits brands feature Black Velvet whiskey and SVEDKA vodka. The company, through Crown Imports, is also the nation's third largest beer distributor.

Hoover's, 2014

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, 2014

Southern Wine & Spirits of America is the largest U.S. distributor of wine and spirits, with operations in 35 states. It represents more than 1,500 wine, beer and spirits suppliers from around the world, offering some 5,000 brands.

Hoover's, 2014

A 2014 study by Nielsen showed that the number of brick-and-mortar outlets selling wine has grown by 12% over the previous five years, to approximately 550,000 locations.

The Nielsen Company, 2014

Business Trends Source

Sales of beer, wine and liquor stores in the U.S. increased 5.9% in 2013 to $47.183 billion, up from $44.549 billion in 2012 and $42.473 billion in 2011.

U.S. Department of Commerce, 2014

Dollar sales of distilled spirits increased 4.4% in 2013 to $22.2 billion, while volume grew 1.9%.

Distilled Spirits Council of the United States, 2014

Estimated wine sales in the U.S. (including table wine, dessert wine and sparkling wine/champagne) rose 4.9% in 2013 to $36.3 billion. 

The Wine Institute, 2014

Change in volume sales for the various spirits categories in 2013: Whiskey, +6.2%; Vodka, +1.1%;  Rum, +0.3%; Tequila, +6.6%; Gin, -3.8%; Brandy & Cognac, +1.2%; Cordials, +0.5%; RTD Cocktails, +1.3%.

Distilled Spirits Council of the United States, 2014

Change in dollar sales for the different categories of spirits in 2013: Whiskey, +10.1%; Vodka, +2.2%; Rum, +3.3%; Tequila, +7.9%; Gin, -0.6%; Brandy & Cognac, +2.1%; Cordials, -2.4%; RTD Cocktails, +1.1%.

Distilled Spirits Council of the United States, 2014

U.S. beverage alcohol market dollar share in 2013: Beer, 48.3% (down from 53.8% in 2003); distilled spirits, 34.7% (up from 30.0% in 2003); wine, 17.0% (up from 16.2% in 2003).

Distilled Spirits Council of the United States, 2014

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

The Wine Institute, 2014

Based on research by Technomic, per capita consumption of spirits increased 0.3% in 2013, while per capita consumption of wine grew 0.7% for the year.

Technomic, Inc., 2014

U.S. spirits volume growth in 2013, by price segment: Value, -1.2%; Premium, +1.6%; High End, +7.2%; Super Premium, +6.3%.

Distilled Spirits Council of the United States, 2014

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 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