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Overall wine consumption in the U.S. rose 0.9% in 2008 to 294.7 million 9-liter cases, according to the Beverage Information Group's recently released 2009 Wine Handbook. Although the growth rate has slowed slightly, this marks the fifteenth consecutive year of case gains. Due to the current recessionary environment, consumers have become more frugal with their purchases, trading down toward value-priced wines both on-and off-premises.
The Beverage Information Group, a division of M2MEDIA360, serves all segments of the beverage alcohol industry through Cheers, Beverage Dynamics and StateWays magazines, statistical Handbooks, Beverage Research and the official web site.
Changing demographic trends cited in the 2009 Wine Handbook are favorable for the wine industry. The 70 million people that make up the "Millennial" generation (age 21 to 30) are changing perceptions of wine. This generation is not as sophisticated about wine as preceding generations and is willing to experiment with wines at lower price points.
Another factor accounting for the rise in US wine consumption is the weakened dollar which has driven up prices of imported wine selections. This has triggered an increase in sales among domestic vintages that are priced more competitively.
"Imported wines dropped 1.8%, while domestics rose 1.9% -- a stark contrast to the recent trend when imported table wines fueled not only the growth of that sector, but of the entire industry," says Eric Schmidt, manager of information services for the Beverage Information Group based in Norwalk, Connecticut.
In addition, continued association between moderate wine consumption and decreased risk of heart disease, cancer and stroke remains a key driver of wine's popularity among an increasingly health-conscious society.
The 2009 Wine Handbook is the leading source for US wine sales and consumption trends. It includes wine consumption analysis; the top 50 metro markets; supplier performance; advertising expenditures; consumer drinking preferences; and economic/demographic data.
The cost of the 2009 Wine Handbook is $795; handbook with CD is $965. Shipping and handling is $10 for all U.S. and Canadian orders, $20 for all international orders. The handbook and CD can be purchased online, or by calling Cynthia Porter at (630) 762-8709.
Eric Schmidt, manager of information services for the Beverage Information
Cynthia Porter, Handbook sales, Tel. 630-762-8709
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