Old-world Wines gaining share across the US On Premise

CGA by NIQ’s latest OPM (On Premise Measurement) research explores the share of Total Wine, with a focus on domestic white and red wine categories across the US, to highlight the opportunities for suppliers as old-world wines continue to gain share.

OPM is the only fully projected, extensively validated, measure of beverage alcohol performance in the American On Premise. Used to track share and trends by all the leading beverage suppliers, OPM is the most robust view of sales performance for bars and restaurants ever produced in the US. 


Using insights from the latest 52-week period of CGA’s OPM data (to 12/31/2022), it’s evident that domestic wines account for the largest share of Total Wine across the US On Premise (66.4%), but opportunities emerging for suppliers and operators to capture changing consumer preferences as they explore and consume old-world origin varietals.  


Total US  

At a total US level, domestic wines still hold the largest share of the market, however old-world wines have continued to gain share. While domestic share has largely been maintained (-0.8pp), recent share changes demonstrate that US consumers are increasingly opting for old-world wines, specifically of regions including Italy (+0.5pp), New Zealand (+0.3pp) and France (+0.2pp).  


Red Wine  

Within red, Domestic wine continues to hold a significant proportion (72.8%) of the share of Red Wine, up 0.8pp vs YA – continuing to increase its importance in comparison to all other major origins. Within the category, international origin wines tracked are losing share, including Italy (-0.1pp), Argentina (-0.4pp) and Spain (-0.1pp).  


White Wine  

Unlike reds, white domestic wine has lost share (-1.6pp) and holds 61% of total share of white wine. Consumers are increasing looking to old world regions for white varietals in the US On Premise. Most notably, origins from Italy (+0.9pp) has seen the largest increase in share gain, followed by New Zealand (+0.5pp) and France (+0.3pp).  


Andrew Hummel, client solutions director – North America, said: “Category and varietal insights are so important to help shape effective strategies for the On Premise. Consumer preferences are changing, and being armed with the knowledge and insight to adapt offerings will enable success in 2023. While domestic wines still hold the largest share of the market across the US, increasing competition and innovation is gaining traction with consumers. OPM data tracking over time gives a comprehensive view of how the channel is evolving and helps identify opportunities for growth.” 


Following a recent enhancement, CGA’s OPM now includes performance tracking in 15 individual US states, a total of 19 DMAs, measurement across four sub-channels (casual dining, fine dining, bars and nightclubs), and tracking of small, premium brands on an ongoing basis. Alongside these updates, OPM also tracks 9L EQ, total distribution points, and price to ensure brands can understand both brand and category growth drivers, assess market-level execution, and identify opportunities and threats. 


For further details on CGA’s On Premise Measurement solutions, along with support in understanding trends at category, segment, and brand level within the On Premise, contact Andrew Hummel at andrew.hummel@cgastrategy.com or visit  https://cgastrategy.com/unlock-the-potential-of-opm/ 

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