8
BEVERAGE MEDIA
November 2013
Who’s
Buying?
Of the 228 million Americans of legal
drinking age, according to the Wine
Market Council (WMC), 100 million claim
to drink wine at least occasionally. But
those who drink frequently are really
driving the market. Of those 100 million
wine drinkers, the ones who drink wine
daily (11%) or several times a week
(28%) account for about 85% of all
wine purchases.
Digging a bit deeper in the data,
WMC notes that just over half of these
“high-frequency” wine drinkers tend
to buy wines under $20 retail; 25% buy
wine over $20 at least once a month; and
23% buy box wine at least once a month.
By contrast, “occasional” drinkers not
surprisingly buy fewer high-end wines;
but they also buy fewer box wines.
Males and Millennials are driving the
upper end of the wine market, according
to WMC. Men buy nearly twice as much
over-$20 wine than women do (62% to
38%). And in what might be seen as a
positive sign for future wine marketing,
while Millennials do not buy the most
wine (by generation demographic) or
spend the most annually, they do buy
double the amount of high-end wine that
Baby Boomers and Gen Xers do.
Looking at it another way, the
youngest generation group is not buying
as often as the older ones, but when
they do buy wine, they are inclined to go
for the proverbial good stuff. With eight
million Millennials turning 21 over the
next three years, assuming that this rising
generation continues to gain income, the
wine business outlook looks quite bright.
BY THE
NUMBERS
Industry
Facts
&
Stats
DRINK
SHARE
Margaritas
20.5%
Iced Teas (multi-spirit)
8.8%
Martinis
6.9%
Frozen/Blender
2.9%
Mojitos
2.8%
Bloodies
1.8%
Manhattans
1.4%
Cosmos
1.3%
Cocktails-Bombs
1.3%
Smashes/Old Fashioneds
1.2%
Margarita
Nation
The independent firm Restaurant
Sciences, which tracks food
and beverage product sales
throughout North America, has
anointed the Margarita as the top
cocktail of the summer of 2013,
with a 20.5% market share. Their
analysis was based on more than
50 million cocktail
and spirits purchases
at bars, restaurants,
nightclubs, sports venues
and recreation facilities from
June through August. Here is
how the rest of the summer’s
cocktailian top ten shook out:
Population by Generation:
High Frequency vs. High End
(Percentage by segment and generation)
H I GH FREQUENCY
H I GH END
29%
20%
Millennial
(21-36)
Gen X
(37-48)
Boomer
(49-76)
Older
(68+)
39%
12%
50%
26%
22%
2%
n
Pumpkin-flavored offerings
in the U.S. grew 18.8% in
Nielsen-measured retail
outlets, selling over $290
million during calendar
year 2012.
n
Breakfast foods are fueling
this growth, representing
seven of the ten top growing
categories, ranked on dollar
growth; but so are beverages
with beer in 5
th
place and
cider in 12
th
place.
n
Sales of pumpkin beer
offerings were up 366% in
2012, for the four weeks
ending Aug 17, 2012,
compared with 2011.
Pumpkin
Power
Maybe the Great Pumpkin does exist. Pumpkin sales in America
naturally peak during autumn, and this season’s potable pumpkin
products are orange-hot. According to Nielsen:
Source: Wine Market Council
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