Wine has recently been on a “winning” streak as the number of Americans who regularly enjoy the beverage continues to grow. About half of individuals 21 years and older consider themselves wine drinkers with Millennials and women driving sales. In 2013, the United States passed France as the single-largest market for wine. So knowing this, how can the club industry capitalize on wine consumers? Below are some of the latest wine trends.
- Consumers are more knowledgeable about the wine they drink, especially Millennials. In a Technomic research study, 48 percent of Millennials agreed with the statement, “I have a good level of understanding of the flavor profiles of different wine varietal and styles,” compared to 41 percent of Gen X, 34 percent of Boomers and 23 percent of Matures.
- Despite a high-end reputation, wine has trickled into the masses, with most competition at the $10-20 price point. According to Donna Hood Crecca, senior director at Technomic, wine suppliers are marketing their brands to specific groups, focusing on good price-value or a unique aspect of the wine that connects with consumers.
- According to a survey by Nation’s Restaurant News (NRN), about two-thirds of wine drinkers stick to their regular choices while only one in three looks for a new bottle. When ordering at a restaurant, 40 percent of those who drink wine will try to pair it with their dish, and more than a third will consider their server’s recommendations. More than 25 percent select their beverage based on the menu’s description making menus an integral role in wine selection.
- As for preference, men prefer red wine (40%) and women are equally split between red and white wine.
- Across the country, of those who order wine at restaurants, the vast majority orders wine at least once a month and a majority in the South and Northeast orders at least 2-3 times per month.
- Price plays the biggest factor in determining if a consumer will order wine more often. The NRN survey found that 40 percent of restaurant wine drinkers would order more if specials were available, 32 percent would if there were lower everyday prices and 27 percent said they would if there was a special on wine and food pairings.
- One third of respondents to the survey would be willing to pay between $5 and $7.50 for a glass and 38 percent would be willing to pay between $7.50 and $10. Thirty-five percent would be willing to pay between $10 and $25 for a bottle, with 39 percent willing to pay between $25 and $50. Twenty-one percent are willing to pay more than $50 for a bottle of wine.
- Clubs can boost wine orders by educating members: Respondents to the NRN wine survey indicated that they would be prompted to order more wine if offered information on food pairings (15%), wine flights or sampler portions (14%), recommendations by server or bartender (14%), or information from an iPad or other tablet (12%).
- Domestic table wine dominates the market with 68.1 percent of sales. Sparkling is on the rise with 5.3 percent of the market.
According to Constellation Brands, an international producer and marketer of beer, wine and spirits, there are six types of wine drinkers. Indira Augustin, Constellation Brands’ director of consumer insights said by understanding how guests make their choices, establishments can refine their offerings or provide a back story about the wine.
- The price-driven consumer: Representing 21 percent of wine drinkers, they put cost as their top priority and believe a good bottle can be found without spending much money.
- Everyday loyals: Twenty percent of wine consumers drink wine on a regular basis. Mostly female, they are loyal to their regular brands and are not as interested in trying other varieties. They will order their favorite wine if offered.
- Overwhelmed: Typically overwhelmed by the shopping experience, these customers—representing 19 percent of wine drinkers—will shy away from ordering wine altogether if they do not see a familiar bottle.
- Image seekers: Image seekers select wine for status. They want to appear “in the know” and enjoy trendy wines. Making up 18 percent of wine drinkers, they have a list of known labels and tend to prefer sweeter wines.
- Engaged newcomers: Made up of younger consumers, these drinkers incorporate wine into their social lives and are eager to learn more about the beverage. They lean toward sweet flavors like Moscato and are more likely to buy organic wines. They make up 12 percent of wine drinkers.
- Enthusiasts: These wine aficionados love everything about the wine experience. They typically prefer bold reds, but are more than willing to try new wines and are more apt to join wine clubs, too.
Phillip Mike is NCA’s communications manager.