81 of Largest 100 Brands Stagnant or Losing Market Share – Winners and Losers For June/July

Eighty-one of the Top 100 wine brands have either stagnated or lost market share according to Wine Industry Insight’s analysis of data from Information Resources Inc. (IRI)  for the four-week period ending June 14, 2009 over the same period last year.Stagnation is defined as a share gain of less than one-half of one percent.

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TOP 100 BRAND SHARE SLIDES A HAIR

Overall, the total market share for the top 100 accounted for 74.5 percent of the table wine category, a hair above the previous period’s 74.4 percent.

In addition, 43 of the Top 100 showed sales declines for the period. That compares with 41 declining in June, 37 showing sales declines in May, 25 losers in April and 47 in March.

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HALF OF TOP 10 BRANDS MANAGE BOTH SHARE  AND DOLLAR SALES INCREASE

Half of the top 10 largest brands managed to increase both market share and dollar volume for the four-week period versus the same period in 2008. Those brands were:

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WOODBRIDGE CLINGS TO SCANT SHARE GAIN

Of the remaining brands in the top 10, only #5, Woodbridge by Robert Mondavi, barely remained in positive share territory, gaining a scant 0.0064 percent increase. It did, however, manage a modest 4 percent gain in dollar sales.

FINAL 4 OF BIG 10 LAND IN TOILET

The final four Top 10 brands found themselves at the bottom of the sales and market share lists, losing in both categories:

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CONTINUED DOLLAR SALES GAINS FOR BRAND WINNERS

The top ten winners — mostly among the smallest brands by overall revenues — made substantial gains.

Bay Bridge Vineyards was the top brand winner in June, gaining 207.8 percent. They were followed by:
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LOSERS LOSE BIG-TIME

Pepperwood Grove remained at the very bottom, losing 36.7 percent, worst than its -31.9 percent in June.

Rounding out the bottom ten:

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