US: Prosecco demand boosts Italy's on-trade share - figures

By | 25 November 2013

Shiraz saw a drop-off in demand

Shiraz saw a drop-off in demand

Demand for Italian wine in the US on-trade - particularly Prosecco - has helped imports grab market share from domestic varieties this year, new figures reveal. 

Since the start of 2013, imports have take 0.7 percentage points of market share from US brands, according to tracking firm Guestmetrics. Italian wine led the charge, up 0.8% percentage points compared to the same period last year, with Argentina (+0.5 points) and New Zealand (+0.2 points) also gaining share.

Guestmetrics, which analyses around US$8bn of annual transactions in US restaurants and bars, said Italian wines benefited from increased demand for sparkling wine and Prosecco, while Australia was hampered by contracting sales in Shiraz. Australian wines lost 0.5 points of share. 

US domestic wine volumes still outstrip foreign varieities by around two to one. 

In July, Guestmetrics said wine volumes in the US on-trade had slowed the most out of all alcohol categories in the previous month.

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Sectors: Wine

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