Higher Priced Wines Dominate Off-Premise

Again led by wines selling for more than $20 per 750ml, the four most expensive on-premise price segments all made substantial gains for the four-week period ending August 21 according to scanner data from The Nielsen Company. Overall sales were up 4.3 percent with U.S. wines gaining 5.2 percent and imports up 2.1 percent.

PRICE SEGMENT GAINS OUTNUMBER LOSSES

While wine selling for more than $20 per bottle per bottle topped the charts, five of the seven price categories also posted gains.

Price gainers (by average bottle price) were:

• $24.92, up 12.6%
• $16.21, up 9.7%
• $12.45, up 9.7%
• $10.04, up 9.0%
• $4.67, up 4.9%

The four more expensive segments showed a drop in average retail price, indicating that much of their growth came from discounting.

Losing dollar volume were:

• $2.21, down 1.9%
• $6.85, down 3%

FULL SPREADSHEET AVAILABLE

The Nielsen Company spreadsheet that includes the data on which this article is based is available here for VIP Premium subscribers. Even this full spreadsheet represents just a very small fraction of that available to Nielsen clients.