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U.S. Wineries Battling Back Strong Against Imports


The Nielsen Company’s current off-premise wine sales hold some encouraging news buried beneath the overall 5.3% increase in wine sales previously reported for the latest 4-week period. A  deeper dive into the numbers shows that U.S. winemakers experienced a 7.4% increase in dollar volume as well as advances against imports.





DOMESTIC PRICES RECOVER, IMPORTS STUMBLE OVERALL

A quick topline glance at the Nielsen data for the four-week period ending June 25 shows that the average overall price for a 750ml (or equivalent) bottle of wine was $6.19.

However, a closer look at the data beneath this shows that U.S. wines charged an average of $5.88 per bottle up from $5.69 during the period ending June 26, 2010.

The import average for the current period was $7.22, down from $7.53 for the same period in 2010.

Significantly, the price premium gap between imports and domestic has continued to close, now just $1.34 compared with $1.84 last year. As with any set of data, there are notable exceptions when the price category, varietal and import countries of origin are considered.

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Also In This Article:

The full text of the following sections is available to Wine Executive News).

  • 5 OF 7 PRICE SEGMENTS GAINED DOLLAR VOLUME
  • CABERNET CLIMBS BACK INTO TOP 5 VARIETAL GAINS
  • NEW ZEALAND, ARGENTINA STILL ASCENDING
  • 2011 NIELSEN SCAN DATA AVAILABLE FROM WII

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