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CGA’s New OPM Wine Data Shows the Category Contracts but Pockets of Growth in US on Premise

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CGA by NIQ’s exclusive On Premise Measurement (OPM) solution, now providing wine data, reveals that the wine category contracts in the last year, but there are opportunities for sales growth in the market.  

May 24th – OPM, which creates the definitive picture of out-of-home drinking trends in the US, indicates that wine increased its dollar share of the market by 0.4 percentage points in the 12 months to end-March 2024. This is despite a 0.8% drop in the value of wine sales in the period, and a steeper drop of 5.5% in volumes.

CGA’s research uncovers significant variations in sales by segment in the wine category. Table wine has lost 5.6% of volumes in the last 12 months while sparkling wine is down 4.9%. Segments performing better included dessert wine and vermouth, which saw volumes contract by only 1.3% and 1.6% respectively.

The OPM data is packed with insights to help wine suppliers understand trends and target growth areas in the US On Premise, including breakdowns by wine type. Sauvignon Blanc has been the top performing varietal, with sales by value growing by 6.2% and distribution points rising 1.7%. Pinot Grigio and Chardonnay have also increased sales in the last 12 months, by 2.0% and 1.4% respectively. Other varieties have been less successful, and $ sales of Cabernet Sauvignon and Pinot Noir fell by 0.5% and 3.3%.

CGA’s research also provides valuable analysis of wine trends by location. It reveals solid growth in sales by value in states including Tennessee (up 7.0%), Louisiana (up 5.1%) and Oregon (up 4.5%), but downward trends in key trading areas including California (down 1.8%), Texas (down 2.8%) and New York (down 0.8%).

Matthew Crompton, CGA by NIQ’s Vice President – North America, said: “Wine is a competitive and complex category in the US On Premise at the moment, with small declines in volumes creating a battle for share. Pressure on consumers’ spending is also holding down sales. However, we can be optimistic that wine spending will increase in differing states, and there is still substantial headroom for growth in some channels, varietals and locations. Understanding these sales hotspots with our OPM solution is the essential first step towards success in this tough trading environment.”

CGA’s OPM solution delivers in-depth analysis of the wine category across the US On Premise, with insights by channel, sub-category, state and much more.

About CGA by NIQ

CGA by NIQ provides definitive On Premise consumer intelligence that reveals new pathways to growth for the world’s most successful food and drink brands. With more than 30 years of best-in-class research, data, and analytics, CGA by NIQ provides the Full View(TM).

 CGA by NIQ works with food and beverage suppliers, consumer brand owners, wholesalers, government entities, pubs, bars, and restaurants to protect and shape the future of the On Premise experience. Using the most complete and clear understanding of measurement and insights, CGA by NIQ provides a competitive edge to guide winning strategies for On Premise businesses.

NIQ was founded in 1923 and is an Advent International portfolio company. For more information, visit NIQ.com or www.cgastrategy.com.   

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