Beer is a declining threat to wine sales, Malbec is big, Millennials and Gen X are key to future wine sales, wine blends have a role to play, and fine wine enjoys support despite the recession. These are some of the findings of American ‘Emerging Trends within Beverage Alcohol’, a presentation by Nielsen, and assembled from retail scans, consumer surveys, and other information sources. The presentation was attended by American Joe Roberts of 1WineDude blog, who summarised the key findings on his blog. These were some of the highlights for him:
* Wine sales are growing
* Sales of wine at $20 or more showed a strong increase in November/December 2013. Wine sales in the $12 – 15 price range are also showing growth.
* The share of beer is declining relative to wine and spirits, and adspend is now below 50% of total alcohol adspend.
* Millennial (36 years and younger) and Gen X (30 – 50 year olds) wine buyers are increasingly buying wine, at Continue reading →