The US Compass 2017-2018 report is designed as a reference guidebook to help wine businesses make informed decisions when doing business in the US market. The attractiveness ranking of the 50 States + DC uses a composite weighted measure that combines overall economic factors and wine market factors.
The attractiveness ranking, along with the State classification, shows a snapshot of the US wine market at this particular moment. Market conditions are constantly changing and the scores need to be considered as relative measures for comparing States, rather than absolute measures of investment attractiveness.
Wine Intelligence’s evaluation method is based on a hypothetically neutral investor with no legacy assets. In reality, we understand that at a State level it is not of equal value to all businesses. The attractiveness of individual States will increase with existing presence and established routes to market, for instance. Therefore, this attractiveness model needs to be supplemented with the specific dynamics of an individual business, region or country to enable the assessment of their greatest opportunities.
This business-level assessment can be performed using the data from this report either by you, the reader, or by involving Wine Intelligence. Over the past three years we have completed a number of successful benchmarking exercises with clients to adapt similar models to their specific market strengths and opportunities.
Key findings from the report include:
▪ The dominance of the market in California is primarily explained by its size but it also ranks highly in integrity – a measure that indicates the degree of transparency and accountability for doing business within each State
▪ California, although dominant in terms of consumption of domestic wine, is the State with the 2nd highest volume of imported wine consumed (1st on this measure is NY) and therefore ranks as #1 for imported wine attractiveness overall
▪ North Dakota is the fastest growing State by total volume of still wine and is part of a group of emerging States for wine consumption, typically small in terms of total still wine consumption