| Sales growth of red wine in USA outpaced sales growth of the total category by 40% in the 20 weeks ending March 10, according to figures just released by The Nielsen Company. The numbers reflect increased attention to the potential health benefits of red wine by two prominent medical organizations in November, 2006.
The November studies from the Harvard Medical School and the National Institute on Aging garnered significant positive attention for red wine. The extensive media coverage, including the February 2006 cover of Fortune Magazine, which proclaimed 'Drink Wine and Live Longer', may be impacting consumer choice within the wine category.
The most recent Nielsen figures are in sharp contrast to the full-year results ending in October 2006, just before the studies were released. Until then, white wine growth at 9.3% was outpacing red wine increases of 8.4%. Since then, red wine dollar gains of 8.5% are in significant contrast to white wine increases of 4.8%.
Blush (Rosé) wines sales dollars shrunk by -2.8% in the 20 weeks through mid-March versus the same period a year ago.
The top two red wine varietals -- Cabernet Sauvignon and Merlot -- experienced surges in volume growth for the 20 weeks ending March 10, up12.9% and 5.3% respectively, while Pinot Noir's +24.0% volume growth leads all others in percentage gains, as the halo effect from the movie "Sideways" still continues.
The results are from The Nielsen Company's 2006 Beverage Alcohol Annual Review, an annual, in depth performance study for the Wine, Beer, Flavoured Malt Beverage and Spirit categories across all retail channels tracked by Nielsen.
Source: http://www.foodingredientsfirst.com |
