U.S. wine market research and insights

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Wine Market Council is the leader in forward looking market research on U.S. wine consumer buying habits, attitudes and trends.

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From Our Research

Wine Market Council has released the 2021-22 Wine Market Council Benchmark Segmentation Study, our core product, and the largest and most consistent consumer survey of total wine consumers available in our industry.

The purpose of the Benchmark Study is to provide WMC members with authoritative data on who in America is drinking what and how frequently, with detail on shopping by channel and price point, types of wine consumed or purchased, interaction with other drinks and demographics of the various consumer segments.

One area covered in the study is the overlap of wine with other types of drinks. As the chart below demonstrates, the majority of wine drinkers drink at least one other form of beverage alcohol. A large minority of them consume products that don’t fit into the “big three” categories of beer, wine or spirits. While Hard Seltzer has gotten much of the publicity, wine-related drinks such as Sangria, spritzers and fruit-infused wines are actually more popular among wine drinkers.

2022 Benchmark survey graph

Consumption of these drinks skewed younger, peaking among those aged 30-39. Black and Hispanic consumers also indexed high for wine-related drinks. Perhaps surprising to some, high end wine consumers (who purchase $20+ wines at least monthly) were also more likely than the average wine drinker to consume them, at least every 2-3 months.

WMC members can now access the full report from the Member Resources page after logging in with your company’s credentials.


How to Build Your Own E-commerce Playbook

Hosted by Wine Market Council President, Dale Stratton, and Christian Miller, WMC Director of Research

From Thursday, May 19, 2022

In this panel discussion, digital leaders from Rabobank, Treasury Wine Estates, Southern Glazer’s Wine & Spirits, and Daou Vineyards help wine executives understand what is required to win in the digital world. E-commerce represents the wine category’s most powerful advantage over seltzers, RTDs and spirits as they compete for the attention and loyalty of the next generation of alcohol shoppers. Most wine brands – even after the massive COVID-19 wakeup call – simply aren’t doing enough to build out their digital capabilities beyond direct-to-consumer email marketing.

Expect to leave this conversation with a better understanding of:

    • How to resource and hire for a successful digital operation – even when resources are limited
    • How to prioritize e-commerce channels and identify how to support your brands within them
    • The evolving role of retailers, distributors and marketplaces
    • The long-term outlook for online wine sales

Bourcard Nesin (Moderator) – Analyst at Rabobank covering beverage industry and digital transformation across CPG
Tammy Ackerman – VP retail e-commerce at Treasury Wine Estates
Nathan Mansperger – VP of E-commerce at Southern Glazer’s Wine & Spirits
Isaac Herrera – VP, Ecommerce & Digital Strategy at Daou Vineyards

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