August 28, 2014 – It is a well-known fact that the US wine drinking market is the largest in the world. And, with growing consumer confidence and an increasing number of drinkers switching from other drinks to wine, the market is reaching new heights. According to Wine Intelligence, over a quarter of Americans are buying wine in the off premise costing over $15 per bottle.
Premium wine drinkers in the USA, who drink wine at least once a week and typically spend over $15 a bottle for wine to drink at home, account for 26% of the wine drinking population and a staggering 56% of the total spend, to the 2014 Premium Wine Drinkers in the US Market news report released today.
Numbering 23 million consumers, these Premium drinkers buy four in every 10 wine bottles sold in the US market. “The American wine market is evolving quickly and we don’t expect the growth to slow down,” says Wine Intelligence chief operating officer Richard Halstead. “Premium wine drinkers are the group that all wine marketers want to target, and there are commonalities that exist between these consumers. But there are significant differences too.”
Premium wine drinkers are statistically more likely to be male than female, and to attach more importance to a wine’s provenance than is the case with wine consumers as a whole.
Halstead adds: “The USA remains one of the most exciting markets for wine and the potential for growth is huge. Premium wine drinkers are driving that growth. These are naturally inquisitive and experimental set of consumers and their tastes and habits will shape the market over the coming decade and beyond”.
Premium Wine Drinkers in the US Market 2014 report by Wine Intelligence, available from the Wine Intelligence Reports Shop. Further details about the report can be found here.