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 03/25/2023), it reveals that While Sparkling accounts for the largest amount of Total Sparkling category, and also experienced a positive trend vs a year ago, highlighting emerging opportunities for suppliers and operators to capture changing consumers preferences within the category and optimize On Premise strategies for success.
Total US
Over the past year, White Sparkling wine accounts for the largest share of total sparkling wine category (84.4%) and experienced a positive value trend in growth vs a year ago.
While Pink varietals of sparkling wine have seen a decline in value growth (-4.8%) over the same period, it remains the second biggest shareholder of total sparkling wine category (12.2%).
Assorted and Red sparkling wine also experienced growth in terms of value (+28.7%) over the latest period, while holding a much smaller share of the total sparkling wine category, meaning it should be a focus for wine suppliers and venues across the US On Premise.
Within Still wine, Assorted & Red varietals are seeing positive results here, with the best performing growth in terms of value (+1.7%), White and Pink varietals sit negatively against this within the same period.
Share of total Sparkling Wine
France, (29%) Italy (20%) and Spain (6%), origin sparkling wines make up the largest share of total sparkling category, suggesting that Champagne, Prosecco and Cava are driving sales in the US On Premise. While the remaining share of the category is held by wines of origin within the US (44%).
Wines from Italy within the sparkling category have experienced notable sales percentage growth in terms of value (+11.5%), over the rolling 52-week period. This is followed by France, with +5.9% growth.
A Census Region view of Total Sparkling share
The Pacific (23.8%) and South Atlantic (21.2%) coastal regions have the largest share of total sparkling wine (9L EQ) across the US, while other/ central regions including Mountain (8.2%), West North Central (3.7%) and East South Central (3.4%) hold less than half of the former’s share of sparkling wine.
Focusing distribution within the Pacific and South Atlantic regions will be essential to driving volume of brands.
Matthew Crompton, Regional Director – North America, said: “There is significant differences in the share held of sparkling wine across the regions of the US On Premise. CGA’s OPM data can help pinpoint shifts over time periods to give a view of how the category is evolving on a quarterly or annual basis. This is so important for wine producers and suppliers to understand, identify competitive markets, and leverage headroom opportunities that arise in the market to drive consumption and recruit new drinkers.”
Matthew Crompton, Regional Director – North America, said: “There is significant differences in the share held of sparkling wine across the regions of the US On Premise. CGA’s OPM data can help pinpoint shifts over time periods to give a view of how the category is evolving on a quarterly or annual basis. This is so important for wine producers and suppliers to understand, identify competitive markets, and leverage headroom opportunities that arise in the market to drive consumption and recruit new drinkers.”
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 Matthew Crompton at Matthew.Crompton@cgastrategy.com or visit https://cgastrategy.com/unlock-the-potential-of-opm/.
