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.
- As of December 2020, DtC shipments reached $3.7B or 8.4M cases and retail off-premise sales hit $20B or 211M cases, continuing its deceleration of growth.
- DtC shipments had a rebound in December, with year-over-year growth increasing 23.3% in value and 32.9% in volume.
- For DtC shipments, large wineries, those producing over 500K cases annually, continued to have the lowest average price per bottle and the highest growth.
- Limited production wineries, producing 1,000 or less cases annually, also saw increases, though their average price per bottle significantly decreased.
- For off-premise retail, wine bottles priced above $11 continued to grow by double digits—outpacing volume growth and supporting the off-premise premiumization trend.
- Over December, for off-premise retail, Napa and Oregon led regional growth and Sauvignon Blanc and Rosé were the two most popular varietals.
Download our annual Direct-to-Consumer Wine Shipping Reporting released on January 25 for an in-depth look at the 2020 DtC wine shipping market.