Wine volume grew 2.2% last year at 345.1 million 9-liter cases, and retail dollars reached $32.3 billion, a 3.6% increase, according to the 2013 WineTAB report from Technomic. Wine’s share of total adult beverage volume increased slightly to 10.7%. Domestic table wines were a major driver of the wine market, accounting for 67.9% of total wine volume and growing 2.1%.
Donna Hood Crecca, Senior Director at Technomic, said, “Wine consumers, especially Millennials, gravitated toward more approachable and drinkable wines suitable for a range of dining and social occasions. Specialty wines such as sangrias and chocolate wines really took off. Wine is now part of a casual lifestyle, and domestic wine marketers are looking to satisfy that growing demand with intriguing products.”
Retail stores accounted for the majority of wine volume (79.9%), and increased 2.6%. Wine in bars, restaurants and other on-premise locations grew 0.7%. As bar and restaurant sales and traffic continue to improve post-recession, the on-premise channel was again an important one for launching new wine products and engaging consumers with existing brands.