NIELSEN: Most Off-Premise Price Segments Gain, But Per-Bottle Prices Drop

After two months of struggling, wines selling for more than $20 have regained the top spot for dollar volume increases in off-premise sales, according to scanner data from The Nielsen Company for the four-week period ending Nov. 13, 2010. Overall sales were also up from the past period — 5.3 percent — with U.S. wines gaining 7  percent and imports up 1 percent. Most per-bottle prices, however, have declined.

OVERALL PRICE SEGMENT GROWTH HIDES DECLINES IN MOST AVERAGE BOTTLE PRICES

Five of the seven price segments gained dollar volume, but all but the $20+ price segment showed decreases in the average bottle prices over last month, and for the year.

Price gainers (by average bottle price) were:

• $26.22, dollar volume up 12.4% and average bottle price up $1.06 from last year. The average bottle price is also up from last month’s average of $26.06.
• $10.01, dollar volume up 12.1% and average bottle price down $0.22 from last year. The average bottle price is also down from last month’s average of $10.17.
• $16.29, dollar volume up 11.3% and average bottle price down $0.10 from last year. The average bottle price is also down from last month’s average of $16.63.
• $12.69, dollar volume up 7.3% and average bottle price down $0.25 from last year. The average bottle price is also down from last month’s average of $12.71.
• $4.78, dollar volume up  5.2% and average bottle price down $0.03 from last year. The average bottle price is down from last month’s average of $4.82.

Losing both price and dollar volume were:

• $2.22, dollar volume down 2.6% and average bottle priced about the same as last year. The average bottle price is down from last month’s average of $2.23.
• $7.04, dollar volume down 2.1% and average bottle price down $0.18 from last year. The average bottle price is down from last month’s average of $7.13.

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.

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PREVIOUS 2010 NIELSEN SCAN DATA IN WII

• Consumers Retrenching? $20 Wines Continue to Lose Steam in Off-Premise Sales
• Nielsen: $10 Wines Lead Off-Premise Sales Amid Modest Price Cuts
• 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?