Despite wine maintaining positive total volume growth due to stronger off-trade sales in 2020, on-trade sales in restaurants and bars experienced a large decline, due to lockdowns and business closures. US on-trade locations fluctuated between various states of openness throughout 2020 due to government-mandated lockdown measures, with states and cities often imposing their own diverse ranges of restrictions.
Premiumisation has been on the rise in wine for several years, and 2020 and 2021 saw a continued shift towards wines at a higher price point. Wines in the highest price tier saw the fastest growth for both sparkling and still wines in 2021.
Sales through online retailers skyrocketed in 2020, as many consumers did not feel comfortable leaving their homes to shop in stores. This e-commerce boom was beneficial for sales of alcoholic drinks, but particularly wine.
Consumers are increasingly seeking out low ABV or non-alcoholic beverages for a variety of reasons, including the desire to lead a healthier life, the desire to drink without impairment, and wanting to avoid the long-term health risks associated with alcohol consumption. In response to this, many alcoholic drinks companies have released versions of their products with less or even no alcohol.
Sustainability has become an important topic across all industries, as consumers are increasingly seeking out products with claims related to ethical sourcing and social responsibility. Although sustainability is a relatively small, emerging topic in wine, many wineries view it as a necessary commitment going forward.
Wine producers have expressed concerns about shortages in 2022, which could hinder growth in wine. Unfavourable weather negatively impacted wine production in Italy, Spain and France during 2021, leading to declines in product volume availability.
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This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).See All of Our Definitions
This report originates from Passport, our Wine research and analysis database.
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