OPM, which creates the definitive picture of out-of-home drinking trends in the US, indicates that wine increased its dollar share of the market by 0.4 percentage points in the 12 months to end-March 2024. This is despite a 0.8% drop in the value of wine sales in the period, and a steeper drop of 5.5% in volumes.
CGA’s research uncovers significant variations in sales by segment in the wine category. Table wine has lost 5.6% of volumes in the last 12 months while sparkling wine is down 4.9%. Segments performing better included dessert wine and vermouth, which saw volumes contract by only 1.3% and 1.6% respectively.
The OPM data is packed with insights to help wine suppliers understand trends and target growth areas in the US On Premise, including breakdowns by wine type. Sauvignon Blanc has been the top performing varietal, with sales by value growing by 6.2% and distribution points rising 1.7%. Pinot Grigio and Chardonnay have also increased sales in the last 12 months, by 2.0% and 1.4% respectively. Other varieties have been less successful, and $ sales of Cabernet Sauvignon and Pinot Noir fell by 0.5% and 3.3%.
CGA’s research also provides valuable analysis of wine trends by location. It reveals solid growth in sales by value in states including Tennessee (up 7.0%), Louisiana (up 5.1%) and Oregon (up 4.5%), but downward trends in key trading areas including California (down 1.8%), Texas (down 2.8%) and New York (down 0.8%).
Matthew Compton, CGA by NIQ’s VP of North America, said: “Wine is a competitive and complex category in the US On Premise at the moment, with small declines in volumes creating a battle for share. Pressure on consumers’ spending is also holding down sales. However, we can be optimistic that wine spending will increase in differing states, and there is still substantial headroom for growth in some channels, varietals and locations. Understanding these sales hotspots with our OPM solution is the essential first step towards success in this tough trading environment.”
Matthew Compton, CGA by NIQ’s VP of North America, said: “
CGA’s OPM solution delivers in-depth intelligence on the spirits and beer categories across the US On Premise, with expert analysis by channel, sub-category, state and much more. To discover more about the service and opportunities for bespoke analysis, contact Matthew Crompton at here or visit https://cgastrategy.com/unlock-the-potential-of-opm.
