Home Wine Business Editorial Wine Premiumization Trend Builds Through Thanksgiving

Wine Premiumization Trend Builds Through Thanksgiving


The latest off-premise report from Nielsen indicates that the premium wine segment continues to perform well with consumers trading up for the holidays compared to last year.

“When looking at the wine data, specifically dollar growth rates across the 4, 13 and 52 week periods, we see that the 4 week generally has higher growth. That’s impressive as these data include Thanksgiving, which is always a major wine holiday,” Says Brian Lechner, Vice President – Group Client Director at Nielsen.

While the dollar volume for table wine is up 5% over the previous year total, the 4 week period ending December 5th, which includes Thanksgiving and the weeks leading up to it saw a 6.2% increase compared to the same period last year. This while the volume growth for the same periods were only 1.7% and 2.9% respectively.

The continuing drive towards premiumization can also be seen in the data for the $20+ segment, which saw a 9.5% dollar volume increase over the year and an impressive 12.9% boost over the same 4 week period. The strong performance also yielded this segment the top gains by volume in the 4 week period with 15.9% growth compared to the same period last year.

“This shows that premiumization continues to be a solid and sustained trend in the wine category that isn’t showing signs of abating, which is great news for the business,” says Lechner.

Nielsen 12-5-15 D1

By Kim Johannsen

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