The total value of the U.S. wine market grew 6% over the past year to $83.5 billion, led by a rebounding on-premise sector. As sales normalize at a new, higher baseline than before the pandemic, wine faces multiple challenges. In the latest Industry Metrics, winery direct-to-consumer shipments declined by both value and volume in December yet total consumer spending on domestic wine increased 9% compared to last year.
While on-premise and domestic table wine sales led growth of the total U.S. wine market to more than $83 billion in the past 12 months, retail sales and direct-to-consumer shipments fell by both value and volume in November. Softening consumer demand, economic pressure and consolidation among retailers are prompting wineries to find new ways to maintain sales within the off-premise market.
Technology has taken center stage in the wine industry over the past three years, helping businesses improve internal processes but also reach a consumer confined by pandemic-related restrictions to working from home.
The direct-to-consumer market remains a small but vital slice of total U.S. wine sales and a source of invaluable consumer engagement with less of the competitive pressure of the total beverage alcohol market. DtC shipments in September were flat by value and down 5% by volume, while on-premise sales provided the majority of growth for U.S. wine overall.
There were few changes in the annual ranking of the top US wine distributors as the largest companies strengthened their hold of the three-tier market. Direct-to-consumer (DtC) shipments fell by both value and volume in August while winery recruiting remained strong.
Consumer demand remains lower than expected amid rising economic concern and inflation. Winery recruiting and total sales stayed strong as direct-to-consumer shipments declined in both value and volume.