Paso Robles & Sonoma Hit Big With Recession-Weary Consumers, Napa An Also-Ran

Wine Opinions’ new study of wine consumers and members of the U.S. wine trade offers a stunning statistical confirmation of the “trading down” phenomenon and provides a detailed analysis of how badly the recession has battered even the most loyal wine drinkers.

More surprisingly, the survey shows that shifting preferences have pushed napa out of the limelight and made Paso Robles and Sonoma County the recession winners especially among high-end consumers looking for different taste experiences.

The hefty, chart- and graph-laden, 75-page report is available to members of the wine trade on the Wine Opinions web site for $395.

RECESSION HAS BATTERED A MAJORITY OF WINE DRINKERS

While about a third of respondents say they have not experienced much change in their personal financial situation, 55 percent said they were somewhat or a lot worse off. Only 11 percent said they were better off.

SURVEY SAMPLE WEIGHTED AWAY FROM LOW-END RETAILERS

The survey sample was weighted (82%) toward “high-frequency” consumers who drink wine daily or several times per week.

In addition, retail channel preferences indicate a sample pre-disposed toward higher-end wines:

• 70 percent say they don’t shop at discount or mass merchandisers.
• 45 percent don’t shop at warehouse or club stores.
• A third don’t shop for wine at supermarkets.

VIP Subscribers click here to read the complete, un-redacted article.

Also In This Article:

• THE $20 BARRIER
• PASO ROBLES, SONOMA WIN, NAPA ALSO RAN
• THE DEVIL IS IN THE DETAILS

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