The OPM solution, which provides suppliers and venue operators with the definitive picture of out-of-home drinking trends in the US, shows domestic wine attracted 64.9% of sales by volume in the 12 months to mid-July. However, the imported wine segment gained 0.7 percentage points of total wine share year-on-year at its expense over that period. While domestic wine volumes fell 5.4%, imports’ losses were just half that rate at 2.4%.
Imported wine gained share in key channels like casual dining restaurants and bars, gaining 0.8 percentage points of share in each—but it retreated in smaller segments including nightclubs, where its market share fell by 1.3 percentage points.
The popularity of international brands is developing in the sparkling category, where imports grew their share by 2.4 percentage points and now command two thirds (66.5%) of all volumes. Imports’ share of table wine has risen 0.5 percentage points year-on-year, but they have lost sales to domestic products in the dessert and vermouth segments.
CGA’s OPM data delivers many more fresh insights into wine sales in the US On Premise, helping suppliers and venues track the latest changes in consumers’ preferences. The latest findings include:
- Imported wine has its strongest bases in southern US states, with a 38.4% share of volumes in Texas and 39.2% in Florida—but year-on-year share gains have been fastest in Pacific coast states including California
- Domestic wine is most popular in Tennessee, where it attracts 72.9% of all volumes, and it has made advances in other eastern states including New York and Ohio
- Italy is the country of origin with the fastest increase in share, having gained 0.4 percentage points of sales—followed by New Zealand and Spain
Matthew Crompton, CGA by NIQ’s Vice-President On Premise-Americas, said: “Many wine consumers like to stay loyal to their favorite styles and countries of origin, but our latest data reveals some subtle changes in habits over 2024. Some drinkers are shedding attachment to domestic brands and looking further afield for new and different options—both in food-led arenas like casual dining and in drink-focused venues like bars. Further movement away from traditional wine behaviors is likely in 2025, so suppliers and operators will need to stay alert to the latest patterns in consumption from state to state and channel to channel. While the wine category as a whole remains challenging, there are substantial pockets of growth for businesses that can respond nimbly to these evolving tastes.”
CGA’s OPM solution delivers in-depth analysis of the wine category across the US On Premise, with insights by channel, sub-category, state and much more. To discover more about the service and opportunities for bespoke analysis, click here and contact the CGA by NIQ team or visit https://cgastrategy.com/unlock-the-potential-of-opm.
