Over the last few years, the US premium market has witnessed the same shifts in consumer attitudes and purchase behaviours that we have seen across multiple global markets. The trends of moderation, health consciousness and category switching have contributed towards reduced wine consumption within the US market and therefore a decreased proportion of daily US premium wine drinkers.

Our Premium Wine Drinkers in the US 2019 report contains a detailed analysis of our three US distinct premium segments: Popular Premiums, Super Premiums and the Ultra Premiums. The report also discusses the future of the US premium wine market – the opportunities and threats facing the market and the factors affecting these.