Thursday, September 29, 2011

Wine and Spirits: U.S. Consumer Profile


In the United States, 9% of American wine consumers drink wine daily and 29% consume it several times a week. 

Women's consumption represents 57% of the total consumption of wine. Proponents of wine rely mainly in the generation of 50 years and older which represent 50% of wine consumers in the United States. However, a new consumer trend appears in the new generations age drinking, which will continue to support wine consumption in the coming years.

Over 80% of the wines are still consumed by White-American, the remainder divided roughly equally between the Hispanic consumer, and the Afro-American. Americans do not know the designations of origin and focus more attention on the varieties.

Concern for the well-being are increasingly important in American society, so the marketing team emphasizes more on the "good" virtues of wine for health.


Because of the crisis, the home (Houses or Apartments) returns gradually to be the center of wine consumption: in uncertain economic times, the moments of conviviality with family or friends are more at home, a less expensive solution than hanging out. The younger generations are more open to tasting wines and in particular French wines in informal circumstances.


The wine is removed from its  "niche" product positioning- although it is always in competition with other beverages (especially beer) - to attract less than 45 years. This new generation of fans, who discovered the wine at a younger age than their parents, is also more mobile, more informed and curious, due  to the globalization.



Another factor to consider is the growing diversity of the population of the United States, particularly the growing number of citizens of Hispanic origin (16% of U.S. adults). There is greater demand, for example, for sweeter wines  and less alcoholic such as Moscato. Currently, 46% of regular consumers (around 37 million) drink wine more than once a week. Wine Intelligence predicts that by 2020 this figure will reach 50%. Casual fans, who drink wine once a month, up 36% of the market, will also see their numbers increase during the next decade, bringing the total to 100 million regular consumers of wine in 2020.


Consumers looking for a weekly varied range of products in terms of variety, style, and country of origin, especially in a price range between 15 USD (10 EUR) and 20 USD (14 EUR). Occasional users tend to focus on brands with a reliably value . The products with a strong reputation and which project an image of "great value", sold between 10 USD (7 EUR) and 12 USD (8 EUR) per bottle, should attract this group, whose surging consumption becomes also more common.

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