09/10/2024
While overall wine volumes for the US are in structural decline, trends are nuanced by state, price tier and seasonality, according to data from IWSR US Navigator, the industry’s only monthly data source for the total US beverage alcohol market, by price tier, for every state going back to 2019.
Total wine consumption is nuanced by state:
New York State is a popular target for wine-producers, and rightly so as it over-indexes on wine consumption vs. the national average with a Consumption Index of ~113 (meaning it consumes 13% more wine than the national average).
By contrast, neighbouring Pennsylvania and nearby Ohio have indices of only 75 and 68, meaning they drink 25% and 32% less than the national average.
“This is not surprising and would suggest that wine producers continue to focus on NY over states such as OH or PN, but where it starts to get interesting is when we begin to partition this by price tier and then consider seasonality,” comments Marten Lodewijks, President of the US Division at IWSR. “This surfaces opportunities for wine producers operating in or expanding into the US.”
Taking this analysis further:
To contextualise this:
The seasonality effect is even more critical:
What this means:
Looking at regional performance in conjunction with price tier performance and overlaying seasonality can reveal key opportunity areas for brand owners.
“These nuances can be easily missed if only looking at top level category performance,” notes Lodewijks. “Some states may not instinctively seem very appealing, but when considered more granularly, distribution in seemingly less attractive markets can unlock material growth for a brand portfolio. Adding a seasonality lens can help with resource allocation and forward planning to ensure brand-owners maximise their returns over peak seasons.”
IWSR US Navigator is now available to subscribing clients. For further information or to gain access to US Navigator, please email enquiries@theiwsr.com. Current IWSR clients can contact their IWSR Account Manager.
The above analysis reflects IWSR data from the 2024 data release. For more in-depth data and current analysis, please get in touch.
CATEGORY: Wine | MARKET: North America |