The direct-to-consumer sales channel in the USA is set to drive the growth of wine consumption over the next ten years, with sales in this channel rising from 7 million 9L cases in 2011 to around 22 million by 2021, according to a new report published today.
The first ever Wine Intelligence USA Direct-to-Consumer Report finds a sector enjoying good sales growth despite the thicket of regulation that both retailer and consumer must deal with to transact in this channel. However, the total direct-to-consumer wine sector accounts for only 1 bottle in 50 sold in the US wine market, far lower than the sector’s penetration in other markets.
The report estimates that some 30 million affluent American wine drinkers have bought wine directly – from a winery tasting room, via an online retailer or through a mail order club – in the past six months. Yet among this segment, who drink wine at least once a month and earn more than $60,000 a year, only a fifth use direct channels on a monthly basis and just 7% use an online wine retailer every month.
According to the report, the main growth over the next decade will come from a growing habit of buying wine online, and from a significant increase in interest from younger, highly involved wine drinkers – often called “Millennials” – for whom e-commerce is second nature.
Richard Halstead, COO of Wine Intelligence, said: “What’s encouraging about this report is the reach that the direct-to-consumer channel has in the US market. However, it’s also clear that there is a lot of unfulfilled potential, particularly in getting users who are comfortable buying in one direct channel to reach across and buy using other direct mechanisms.”
The Wine Intelligence USA Direct-to-Consumer Report is published by Wine Intelligence and available from the Wine Intelligence Reports Shop, priced at USD 825, GBP 500, EUR 625, AUD 790, or 1 Report Credit.*
How the data was collected:
Quantitative research: Vinitrac® USA September 2011, n=1,001 regular wine drinkers who earn an annual household income of $60,000 or more
Qualitative research: In-depth interviews with consumers using direct channels, November and December 2011
For full details on the methodologies used in Wine Intelligence research, please contact firstname.lastname@example.org.
About Wine Intelligence Ltd:
Wine Intelligence is the leading research-led strategy consultancy serving the global wine industry. It conducts client-specific research projects to aid companies to gain greater insights into wine markets and wine consumers, and helps business leaders develop business strategy and marketing plans. The company also assists businesses in developing new brands, and in formulating and communicating marketing messages within the industry.
Richard Halstead, Wine Intelligence Ltd., +44 (0) 20 7378 1277 or email@example.com
Stefanie Forster, Wine Intelligence Ltd., +44 (0) 20 7378 1277 or firstname.lastname@example.org
Pour tout complément d’information sur ce sujet en francais veuillez contacter Natasha par email: email@example.com
Para recibir más información en castellano, pónganse en contacto con Natasha: firstname.lastname@example.org