The U.S. Wine Market: Facts & Figures
February 2014
Wine Sales Summary
The United States is the largest retail wine market in the world,i and it remains one of the fastest growing
markets in terms of both consumption and production. The market has expanded rapidly in the past few
years due to increased consumption, government support, online wine purchasing, and a growing younger
population.ii
Consumption Statistics
Americans consumed more wine than ever before in 2012, which marked the 19th consecutive year of
growth in consumption. According to the Beverage Information Group, the wine industry grew 1.9% in
2012 to reach 318 million cases,iii compared to 205 million cases in 2000.iv Other industry sources put the
2012 figure at 360 million cases.v Measured in gallons, Americans consumed 856 million wine gallons in
2012 (2.73 gallons per resident), up from 568 million gallons in 2000 (2.01 gallons per resident), according
to the Wine Institute.vi
In the Wine Market Council’s view, this growth is driven by increased consumption by those who consume
wine at least once per week, as well as an increase in the number of wine drinkers in the Millennial
generation.vii
Imports vs. Domestics
Of total U.S. wine sales in 2010, 69% represented domestic wines (mainly California), while 31%
represented imported wines, according to the U.S. Department of Commerce. Of these imports, the top
six source countries, based on value, were as followsviii:
• Italy - 30%
• France - 24%
• Australia - 14%
• Chile - 7%
• Spain - 6%
• Argentina - 6%
Between 2005 and 2010, U.S. wine imports grew 13% on value and 32% on volume.ix
Retail Outlets vs. Bars/Restaurants
Within the U.S. wine market today:
• Retail (off-premise) sales account for roughly 80% of sales volume
• Bars and restaurants (on-premise) represent roughly 20% of sales volume
In 2012, there were over 50,000 more retail outlets selling wine than five years earlier, according to
Nielsen.x
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Growth of Rosé in the U.S.
In 2010, retail category sales in the U.S. broke out as follows: 47% red wines, 40% white wines, and 13%
blush (pink) wines.xi Traditionally, the U.S. wine industry has grouped dry rosé wines together with sweet
blush wines. This method of categorization perpetuates the misperception that rosé is the same as blush.
Yet, this mistaken notion appears to be on the decline as dry rosé grows in popularity. Nielsen reported in
January 2013 and January 2014 that blush wine sales volumes fell in both previous years (-3.9% in 2012
and -2.9% in 2013), while premium rosé sales, imported and domestic, were up (33.6% in 2012 and 39.8%
in 2013).xii
Growth rates for imported rosés have been well ahead of the market in the U.S. for at least nine years – as
long as Nielsen has been tracking this as a separate segment at retail. Retail sales of premium imported
rosé wine (those priced at or above $12 a bottle) grew by 48% on dollars and 39% on volume in 2013. By
comparison, total table wine sales grew by 4.5% on dollars and 1.2% on volume.xiii
In addition, the average price per bottle in the premium rosé segment increased to $16.38 in 2013, a
dollar more than in 2012.
In terms of global rosé consumption, the U.S. is second after France, where rosé outsells white wine. The
U.S. is responsible for 13% of all rosé wine consumed worldwide. As in many countries, women in the U.S.
consume more rosé than men (55% vs. 45%). Within the U.S., metro New York accounts for nearly 20% of
all rosé imported, and Miami accounts for 15%.xiv
Projections show the rosé growth trend continuing. In a May 2012 article on the global rosé wine trend,
the Revue Vinicole Internationale (International Wine Review) referenced industry experts who “agree
that dry rose will represent 15%” of the U.S. market in 2015.xv The reasons for rosé’s growing popularity
likely include the rise of younger, more adventurous wine consumers, an appealing color, an attractive
price point, and an accessible flavor profile.xvi
Provence Rosé: The Benchmark
Provence is the world’s largest wine region specializing in AOP rosé wine. It is also the site of France’s
oldest vineyards, with a 2,600-year history of rosé winemaking. Provence is known not only as “the locus
of rosé’s spiritual soul”xvii but also as the quality leader. A 2008 market study by EOC International found
that members of the U.S. wine industry – importers, distributors, retailers, sommeliers, and restaurateurs
– perceive French rosé as the highest quality rosé, and rosé from Provence as the “gold standard.” Many
leading wine critics concur.
Provence Rosé Production Factsxviii
• Approximately 10% of the world’s wine production is rosé, and France is the leading producer.
• Provence produces 35% of French AOP rosés. The AOP designation, short for Appellation d’Origine
Protégée, or protected area of origin, is an assurance of authenticity and quality.
• More than 88% of all AOP wines produced in Provence in 2013 were rosés.
Provence Rosé Export Facts
• Exports of rosé wine to the U.S. from Provence jumped 40% on both volume and value from
November 2012 to November 2013. This was the 10th consecutive year of double-digit increases
in rosé export volumes from Provence to the U.S.xix
• In New York City today, 100% of wine retailers carry at least one Provence rosé reference.xx
• The U.S. market has access to more – and more diverse – Provence rosé wines than ever before.
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For More Information
Media Contacts
Joan Brower/Janet Bartucci
The Dilenschneider Group, Inc.
th
MetLife Building, 200 Park Avenue, 26 Floor
New York, NY 10166
Tel: 212-922-0900; Fax: 212-922-0971
Email: media@winesofprovence.com
Trade Contacts
Julie Peterson/Carlene Hastings
Vins de Provence – U.S. Office
1025 Thomas Jefferson St. NW
Suite 420 East
Washington, DC 20007
Tel: 202-499-4263
Email: trade@winesofprovence.com
Web: www.winesofprovence.com
i
U.S. Department of Commerce, “U.S. Wine Industry – 2011,” http://www.ita.doc.gov/td/ocg/wine2011.pdf
Research and Markets, “US Wine Market Forecast to 2012,” April 2010,
http://www.researchandmarkets.com/reports/648785/us_wine_market_forecast_to_2012
iii
Beverage Information Group, “U.S. Wine Consumption Continues to Gain Strength,” September 23, 2013,
http://www.albevresearch.com/ME2/Audiences/dirmod.asp?sid=&nm=&type=MultiPublishing&mod=PublishingTitles&mid=6EECC0FE471F4CA99
5CE2A3E9A8E4207&tier=4&id=897B187A5EFA4B6CA9FAFBF02CACF1C1&AudID=02CB92983A7B42B2A36A3A6F893A6EEC
iv
WineBusiness.com, “U.S. Wine Consumer Trends: Boomers' Tastes Evolve, Millennials Continue to Drive Market Growth,” January 2011,
http://www.winebusiness.com/news/?go=getArticle&dataid=83196
v
“Record Wine Sales in U.S.,” April 10, 2013, http://www.wine-searcher.com/m/2013/04/record-wine-sales-in-us
vi
Wine Institute, “Wine Consumption In The U.S.,” March 14, 2013, http://www.wineinstitute.org/resources/statistics/article86
vii
Vine Talk, “US Wine Consumption Grows in 2013,” March 4, 2013, http://www.vinetalk.com/us-wine-consumption-grows-in-2012/
viii
U.S. Department of Commerce, “U.S. Wine Industry – 2011,” http://www.ita.doc.gov/td/ocg/wine2011.pdf
ix
Ibid
x
Wine Institute, “2012 California and U.S. Wine Sales,” http://www.wineinstitute.org/resources/statistics/article697
xi
U.S. Department of Commerce, “U.S. Wine Industry – 2011,” http://www.ita.doc.gov/td/ocg/wine2011.pdf
xii
Nielsen report to Wine Market Council, January 2013 and January 2014
xiii
Nielsen report to CIVP/Provence Wine Council, January 2014
xiv
Revue Vinicole Internationale, May 2012
xv
Ibid
xvi
Wine Business Monthly, “Retail Sales Report: Rosé Trend Defines Summer 2007,” November 2007
xvii
Oldman’s Brave New World of Wine, New York: W.W. Norton & Co., 2010, page 114
xviii
CIVP/Provence Wine Council
xix
French Customs and CIVP
xx
CIVP
ii
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