The wine market is in greater flux than ever as producers, retailers and consumers navigate the impacts of a global pandemic. Keeping a pulse on marketplace data has never been so important given these shifting dynamics.
Nielsen is collaborating with Wines Vines Analytics and Sovos ShipCompliant to provide a much more comprehensive view of the U.S. off-premise wine category than ever previously available, with a new data product that enables both separate and combined views of retail off-premise sales and direct-to-consumer (DtC) shipments.
Here are some highlights from the most recent data, along with commentary from Nielsen consultant Danny Brager.
- In November, retail off-premise sales hit $20B and 209M cases and DtC shipments reached $3.65B and 8.2M cases.
- For the first time since March 2020, value growth in retail off-premise exceeded value growth in DtC shipments.
- The average price per bottle for DtC shipments continued to decrease while volume increased, and the average price per bottle for retail off-premise continued to increase while volume growth decreased.
- For DtC shipments, bottles under $30 had much higher volume growth than bottles over $30. This resulted in the channel’s average price per bottle dropping almost $4 from last year to just under $44.
- For retail off-premise sales, Sauvignon Blanc and sparkling wines outperformed all other major varietals, with Rosé being the only other varietal reaching double digital growth in both value and volume.
- For the retail off-premise category, Napa and Oregon were the only wine regions that saw double digit gains in both volume and value in November.
- Consumers were generally not celebrating Thanksgiving as they would have in previous years, and with that, wine purchases only saw minimal growth over last year.
And, stay tuned for a detailed report of the DtC wine shipping market in 2020 via our annual Direct-to-Consumer Wine Shipping Report — the 2021 report (2020 look-back) will be released on January 25, 2021.