Nielsen: $10 Wines Lead Off-Premise Sales Amid Modest Price Cuts

Led by modest price cutting across all but the cheapest wines, wines costing just over $10 per 750ml, topped the off-premise sales gains dethroning over $20 per bottle wines which dropped to the number two position after leading the pack for most of this year.  According to scanner data from The Nielsen Company for the four-week period ending Sept. 18, 2010, higherpriced wines came in third and fourth. Overall sales were up 4.6 percent with U.S. wines gaining 5.9 percent and imports up 1.7 percent.

PRICE SEGMENT GAINS OUTNUMBER LOSSES

Five of the seven price categories also posted gains.

Price gainers (by average bottle price) were:

• $10.25, up 11.2%
• $26.46, up 9.5%
• $12.85, up 9.3%
• $16.67, up 8.4%
• $4.85, up 4.5%

Losing dollar volume were:

• $7.11, down 2.3%
• $2.23, down 2.9%

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.

PREVIOUS 2010 NIELSEN SCAN DATA IN WII

• Higher Priced Wines Dominate Off-Premise
• Off-Premise Sales Continue Modest Gains, But $20+ Soars 18.5%
• Discounting Drives US Sales Up 3.6%, Imports Slide, $20+ Wines Still Lead
• US Sales Up 5.9%, Imports Flat, $20+ Wines Still Lead Way
• Imports Down, Domestics Edge Up, $20+ Wines Lead Way
• $20+ Wines Continue To Lead Off-Premise Trading Up
• Wine Industry Recovery: A Graphical Glimpse
• Consumers Starting To Trade Up?
• Jan. Nielsen Data: $20+ Revives, Domestic Brands Outpace Imports Almost 7:1
• Does “Trading Down” Really Exist?