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

In November, we completed a survey of 542 members of the Wine Opinions Trade Panel on current business conditions and expectations for 2022. While our research is normally focused on the consumer, we felt a project focused on the trade was useful at this time because:

  1. Conditions had changed so much and were shifting again, i.e. the way in which the consumer encounters and acquires wine in the marketplace.
  2. The major concerns of the trade could provide future issues and hypotheses to test for consumer research in 2022.

We asked about business conditions and inventory during the pandemic, expectations for 2022 in terms of purchasing and category trends, adoption of B2B purchasing technology and which categories of product they were optimistic or pessimistic about.

Here’s an example from the report. We asked importers, distributors and on/off-premise retail whether they expected to increase or reduce the number of items in various categories in 2022. The following chart summarizes the results.

Graph depicting expected wine sales for 2022

Overall in most cases “stay the same” is ahead, but it’s notable that in most categories, increase is far ahead of decrease. This suggests most of the inventory pruning or SKU reduction from the pandemic has already taken place.

WEBINAR FOR WINE MARKET COUNCIL MEMBERS

How to Build Your Own E-commerce Playbook

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

Thursday, May 19, 2022 at 10:00 AM Pacific Time

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

Panelists:
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

A question and answer session will follow the webinar presentation.

Email Sherri Fidel at admin@winemarketcouncil.com for a link to register for the webinar.

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