sales & marketing
Retail Sales Analysis
Off-Premise Wine Sales Increase 0.4 Percent sales increased 0.4 percent from the same period of the previous year in the four weeks ending Feb. 24, 2018, according to Nielsen-tracked data. In the 52 weeks ending Feb. 24, wine sales increased 1.8 percent.
OF F- P R E M I S E T O TA L TA B L E W I N E
Editor’s note: Nielsen is in the midst of revamping its data, according to Danny Brager. Readers will notice some changes to the data in this report, particularly in the price point category.
Domestic wine sales increased 0.4 percent while imported wine sales increased 0.3 percent in the four weeks ending Feb. 24. In case volume during that same period, domestic case volume decreased 1.4 percent and imported case volume decreased 1.1 percent. The French, New Zealand and Israeli wine categories had the strongest growth: French wines are up 6.9 percent in sales and 4.4 percent in volume; New Zealand wines are up 6 percent in sales and 4.9 percent in volume and Israeli wines, a newly tracked category in this report, are up 28.2 percent in sales and up 27.6 percent in volume. Sales and case volume for wines from Argentina, Chile, Germany, South Africa and Spain decreased in the four weeks ending Feb. 24. On the domestic front, wines from Oregon had the most growth in the four weeks ending Feb. 24, increasing 13.4 percent in sales and 14.9 percent in volume. Only wines from New York saw positive growth in both sales and volume. Wines from Washington, Texas and North Carolina saw decreases in both categories in the four weeks ending Feb. 24 Sales for wines in the $15 to $19.99 (Ultra-premium) price point segment, lately the leader in growth, saw increases of 6.8 percent in sales and 5.8 percent in volume in the four weeks ending Feb. 24. A newly designated category, super luxury, which constitutes price points of $25 and up, saw increases of 7.9 percent in value and 5.2 percent in volume in that same time period. The other premium price point categories had fair growth in the four weeks ending Feb. 24: the $8 to $10.99, or premium, segment grew 0 percent in sales and 0.6 percent in volume; the $11 to $14.99, or super-premium, segment increased 3.5 percent in sales and 2.6 percent in volume; and the $20 to $24.99, or luxury, segment grew 3.7 percent in sales and 2.2 percent in volume. Sales and case volume for wines priced $7.99 and below dropped.
102 May 2018 WBM
By Varietal RosĂŠ table wine, as a category, saw a 68.4 percent increase in sales and a 65.3 percent increase in volume in the four weeks ending Feb. 24. The category holds a 1.9 percent market share in sales and 1.5 percent market share in volume. Red blended table wine is up 2.8 percent in sales and 1.7 percent in volume, and white blended table wine is down 5.3 percent in sales and 3.1 percent in volume. Chardonnay, was the second-largest selling varietal by case value and largest varietal by volume on the market, holding a 17.6 percent market share in sales and an 18.4 percent share in volume in the four weeks ending Feb. 24. During that period, Chardonnay sales were down 0.7 percent and volume 1.6 percent. Cabernet Sauvignon increased 3 percent in sales and 1 percent in volume. Cabernet Sauvignon was the top-selling varietal by value and second top-selling varietal by volume on the market in the four weeks ending Feb. 24, representing 18.5 percent of all wine sales and 15.3 percent of case volume. Sauvignon Blanc and Pinot Noir and Tempranillo were the only other varietal categories with growth. Sauvignon Blanc grew 4.3 percent in sales and 3.4 percent in volume, Pinot Noir grew 0.8 percent in sales and decreased 0.9 percent in volume, and Tempranillo grew 1.2 percent in sales and 0.9 percent in volume. Sales and volume for Malbec, Merlot, Moscato, Petite Sirah, Pinot Grigio/ Gris, Riesling, Syrah/Shiraz, White Zinfandel and Zinfandel have all decreased in the four weeks ending Feb. 24. WBM