Situation Analysis Cubans, Puerto Ricans and Chileans. The influence of Mexican Hispanics drastically changes the percentage. Table 3: Table wine consumption, domestic vs imported, by race/Hispanic origin, Feb. 08 March 09 All White Black Asians Hispanics*
Table wine (net) % 35 37 25 34 27
Domestic table wine % 34 36 25 32 25
Imported table wine % 16 17 11 18 15
Table 4: Table wine consumption, by Hispanic origin and country of origin, February 08 March 09 All Hispanics (%) Adults aged 7,065 21+, base Domestic wine 25 Imported wine 15
Hispanic, Cuban Hispanic, Mexi- Hispanic, Heritage (%) can Heritage (%) Puerto Rican Heritage (%) 545 4,087 575
Hispanic, other heritage (%)
37 26
37 26
18 10
29 18
1,858
Region Table 3: Retailer type where wine is bought, by region, July 2009 At a grocery store or supermarket At a small, local liquor store At a specialty liquor store chain At a winery shop At Walmart At natural food stores such as Trader Joe’s, Whole Foods At Costco club store At a club store other than Costco such as BJ’s Wholesale, or Sam’s Club At a mass merchandise store other than Walmart such as Target or Kmart At a gourmet food shop Online direct from a winery At a convenience store/gas station From online wine retailers Other (please specify)
All 60 51 29 26 19 15
Northeast 15 69 33 21 4 4
Midwest 72 47 23 31 19 15
South 70 53 29 27 29 10
West 73 36 30 24 18 33
13 12
6 6
8 11
11 18
27 10
11
3
15
14
10
9 6 4 3 5
5 4 2 4 5
8 5 7 3 4
10 5 4 3 4
12 8 4 3 9
May 2010 | 6