Wine sales and volumes in the US increased last year

Wine sales and volumes in the US increased last year

Sangrias and chocolate wines helped US wine sales continue to grow last year as producers turned to sweeter flavours to satisfy demand from young consumers.  

On- and off-trade wine sales hit US$32.3bn last year, a 3.6% rise on 2011, according to the 2013 WineTAB report from Technomic, released yesterday (11 July). Wine volumes also grew, by 2.2% to 345.1m nine-litre cases, Technomic said.

Although growth was slower than in 2011, wine is “keeping consumers engaged and increasingly interested” with new products and flavours, Technomic said.

"Wine consumers, especially Millennials, gravitated toward more approachable and drinkable wines suitable for a range of dining and social occasions," Donna Hood Crecca, senior director at Technomic, said.

“Speciality wines such as sangrias and chocolate wines really took off. Wine is now part of a casual lifestyle, and domestic wine marketers are looking to satisfy that growing demand with intriguing products.”

Domestic table wines were a major driver of the wine market, accounting for 67.9% of total wine volume and growing 2.1%, Technomic said. The Wine Group's Franzia WineTaps remained the largest wine brand, although volumes declined (8.1%), while the second-largest brand, Barefoot Cellars from E&J Gallo, grew 15.4%. Each of the top five fastest-growing wine brands of 2012 were domestic table wines, Technomic said.

To read a comment piece on the dangers in the emerging trend for sweeter flavour profiles, click here.