US: Wine drinkers increasingly trading down to by-the-glass serving - figures

By | 15 May 2013

By-the-glass servings in the US on-trade are continuing to grow

By-the-glass servings in the US on-trade are continuing to grow

US wine consumers are continuing to trade down to wine-by-the-glass in the on-trade, but paying more for servings, latest figures show. 

Wine-by-the glass sales accounted for 61% of the category's US on-trade sales in this year's first quarter, Guestmetrics reported today (15 May). In 2011, wine-by-the-glass accounted for 56% of wine sales and increased to 59% in 2012. 

Guestmetrics attributed the shift to the effect of the wider economic situation on consumers. 

However, the average price paid for wine-by-the-glass rose 3% in the first three months of the year. 

Consumers are also trading up when buying wine-by-the-bottle, with the average price paid up nearly 9% in Q1, Guestmetrics said.  

The average price for wine-by-the-bottle was $46, while the average price for wine-by-the glass was slightly under $10 during the first quarter.

The ultra-premium segment saw share gains both in by-the-glass and by-the-bottle. In by-the-glass, ultra premium’s share of sales rose 13% in Q1. In by-the-bottle, the sub-category's share of sales jumped 21% in the quarter.

Guestmetrics define ultra-premium as wine by-the-glass costing $14 or more, while bottle ultra premium is classisfied as $80 or higher. 

But the company added: "Despite the premiumisation taking place in the category, this was more than offset by the trade-down from bottle to glass, resulting in the slight moderation in the overall price/mix in the category.”

Expert analysis

The Future of the Wine Market in the US, to 2016

Future of the Wine Market in the US, to 2016 is the result of Canadean’s extensive market research covering the Wine market in the US.

Sectors: The on-trade, Wine

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US: Wine drinkers increasingly trading down to by-the-glass serving - figures

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