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December 22, 2020
Sonoma, Calif. – While the decline in on-premise sales continued to drag on total U.S. wine sales in November, the latest Wine Industry Metrics point to price sensitivity in some channels.
Domestic wines saw consumer spending fall 6% to $47.7 billion in the 12 months ended November, market research firm bw166 reported. On-premise sales continue to drive the decrease, falling 39%, by value effectively countering a 13% rise in off-premise expenditures versus a year earlier and helping cut the value of the total wine market in the U.S. by 8% to $67.9 billion.
Yet Nielsen off-premise channels, which account for 23% of the value but 45% of case volume in the overall market, saw sales of domestic table and sparkling wines of $1.1 billion in the four weeks ended Nov. 28, up 9% from a year ago. While growth was significantly slower than in recent periods, sales typically peak in November meaning the growth remained relatively strong as it came off a large ba