Mainstay Varietals — Moderately Priced Cab, Chard, WZin — Treading Water, Losing Market Share

Wine Industry Insight’s analysis of data from Information Resources Inc. shows that while many unexpected price/varietal categories have shown astonishing growth [$VIP], most of the top 10 market mainstay categories — moderately priced Chardonnay, Cab and white Zin –  have lost share, or have maintained some growth through price reductions.

OLD STANDBYS NO LONGER LEADING GROWTH EDGE

As the full spreadsheet makes clear, [$VIP] these top 10 market share leaders still have a lot of life in them, but they are no longer the growth leaders of consumer tastes.

WHAT’S ERODING THE GROWTH? BOREDOM? LOW-COST QUALITY?

So far, no solid data has emerged on why the stalwarts of wine consumption are suffering. A wide series of emails and conversations have so far produced just two conjectures:

1. Consumers have grown more adventuresome and are seeking new tastes.
2. Quality has migrated down the pricepoint scale. Inexpensive varietals like Syrah have replaced even less-expensive generic reds.

WHAT ARE CONSUMERS DRINKING: MONTHLY WII FEATURE

As the market continues to change, Wine Industry Insight will visit these numbers with each month’s fresh batch of IRI data.

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