U.S. wine market research and insights

Powered by members

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

Learn more about us

From Our Research

The following is excerpted from our Wine & Wellness report, based on a survey of nearly 2000 households in NielsenIQ’s Homescan panel in late 2020, as well as two years tracking of household purchases.

Respondents to the survey were asked: “Which type or types of alcoholic beverages, if any, would you most closely associate with each statement? Please select as many types of alcoholic beverages as apply…” and presented with several drink categories.

Roughly half of the consumers thought the drink categories were all the same, or simply did not associate beverage alcohol with these attributes. Among those who did, hard seltzer was most likely to “check the boxes” of lower calories, sugar and carbs. However, wine was seen as healthier than the other categories by more than double the number for hard seltzer, and far ahead of beer and spirits. This may be in part due to the long association with cardiovascular health, or due to a generic image as a natural, fruit-based beverage.

WMC graph

Those who did check “wine is healthier” were dramatically more likely to associate all of the other attributes with wine too, from 19% for “contains less sugar” up to 40% for “a good option when dieting…”  Those drinking more wine than two years ago were significantly more likely to agree with nearly all attributes for wine. Those drinking less wine were less likely to agree with wine being “healthier,” yet it was still 30% and ahead of the other categories. Interestingly, those drinking more wine also had higher associations of hard seltzer with the various attributes.

Wine’s image as healthier than the other categories was higher (42%) among those aged 55+. It was also higher (40%) among those who were trying to reduce harmful or artificial ingredients in their diet, and/or eating more plant-based foods.


From Thursday, November 4, 2021

Technology Solutions

The reliance on technology has been driven to the forefront over the last 18 months and this trend will continue to grow in magnitude and speed in the future. This Wine Market Council Webinar focuses on companies that are leveraging technology to help wineries reach consumers, get their products to market, and understand consumers’ taste preferences.

Dale Stratton, President, and Christian Miller, Director of Research, lead the webinar to learn about these exciting applications.

Pix Wine with guest speaker, Paul Mabray: We help you discover wines that bring you joy. We marry an intuitive search engine with articles from trusted voices in wine. With Pix, you’re just a click and a clink away from your next favorite bottle. Learn how Pix Wine will leverage key word attributes to link buyers with sellers of wine.

Provi with guest speaker, Andrew Levy: Provi is an eCommerce B2B marketplace that brings retailers, distributors, and suppliers together on a unified platform.

Quini with guest speaker, Roger Noujeim: CONSUMER SENSORY DATA ON DEMAND Empowering the wine industry to make precise decisions fast. Quini is applying sensory and attitudinal real-time data and analytics solutions to empower wine producers to make quick and precise, data-based decisions.

Resonant Technology with guest speaker, Marc Fleishhacker, offers “SOP Inside” technology vineyard products that work intensely within the soil “microbiome.” The application of these products has demonstrated improvements in plant growth and grape maturity under increasingly harsh climatic conditions. Resonant’s SOP inside technology is designed to combat water stress / diminished water resources, heat stress, frost / freeze stress, as well assisting in the recovery process from unusual climactic conditions such as thunderstorms, hail and major heat spikes.

Featured members

We are powered by our members.