Mar 25, 2014 - 3 Wine Intelligence, Vinitrac® USA Oct 2013, n=3224 US regular wine .... Wine is a farm to table product
America’s new wine drinkers
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Lulie Halstead, CEO 25th March 2014 © Wine Intelligence 2013 1
Wine drinkers in the US
224 million adults in the USA
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145 million wine drinkers in the USA2&4
90 million regular wine drinkers in the USA3 Sources: 1 Adults aged 21+, US Census Bureau / Pew Hispanic Center tabulations of 2011 American Community Survey 2 Wine=still light wine (red, white, rosé) 3 Wine Intelligence, Vinitrac® USA Oct 2013, n=3224 US regular wine drinkers / Wine Intelligence, Vinitrac® USA Nov 2013, n=655 US Hispanics 21+ 4 Wine Intelligence online calibration study with YouGov, Sep ‘11, n=1,995 US adults
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Looking at the past… TODAY…
90 million regular wine drinkers in the USA
10 years ago…
55 million regular wine drinkers in the USA
Sources: Wine Intelligence, Vinitrac® USA 2004 and 2014
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What else do we know about US market? 10 years ago…
TODAY… Per capita consumption
12.3 L
10.5 L still light wine per adult in 2003
239m thousand 9L cases in 2003
Sources: ©Copyright 2013 - The IWSR
Per capita consumption
still light wine per adult
310m+ 9L cases
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Millennial wine drinkers
90 million regular wine drinkers in the USA
32% of regular wine drinkers are born 1980-2000
28.8 million Millennial regular wine drinkers
Source: Wine Intelligence, Vinitrac® USA Oct 2013, n=3224 US regular wine drinkers
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Millennial wine drinkers: Who are they? We rule the world We’re the millennial generation, we think the world belongs to us. Male, Millennial, Delaware
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Why Hispanics matter?
Hispanic population and growth in the USA 127 million (29% of the population) Hispanics
35 million (13% of the population)
52 million (17% of the population)
246 million
260 million
2000
2011
311 million
Non-Hispanics
2050
Source: US Census Bureau / Pew Hispanic Center tabulations of 2011 American Community Survey
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Hispanics are a considerably younger population in the USA
Hispanic population pyramid
Non-hispanic population pyramid
Hispanic population pyramid 0% 1% 1% 1% 1% 1% 0% 1% 2%1% 2%1%2% 1% 3% 1% 3% 1% 2% 4% 1% 4% 2% 2% 5% 5% 3% 3% 6% 6% 4% 4% 7% 7% 5% 5%8% 8% 6% 6% 8% 8% 7% 7% 9% 8% 8% 9% 8% 8% 8% 9% 8% 9% 9% 8% 9% 9% 8% 9% 9% 9% 9% 9% 10% 10% 9% 9% 9% 9% 10% 10%
Silent Generation
Boomers
Gen X Millennials Gen Z
85 years and over 80 to 84 years 75 to 79 years 70 to 74 years 65 to 69 years 60 to 64 years 55 to 59 years 50 to 54 years 45 to 49 years 40 to 44 years 35 to 39 years 30 to 34 years 25 to 29 years 20 to 24 years 15 to 19 years 10 to 14 years 5 to 9 years Under 5 years
1% 2% 2% 3% 4% 6% 7% 8% 8% 7% 6% 6% 7% 7% 7% 7% 6% 6%
Source: US Census Bureau / Pew Hispanic Center tabulations of 2011 American Community Survey
3% 2% 3% 4% 5% 6% 7% 8% 8% 7% 6% 6% 6% 6% 6% 6% 6% 6%
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Hispanic wine drinkers
7% English-speaking Hispanic regular wine drinkers3
90 million regular wine drinkers in the USA
5.9 million
English-speaking Hispanic regular wine drinkers 6% Spanish-speaking Hispanic regular wine drinkers3
5.8 million Spanish-speaking Hispanic regular wine drinkers
Note: English-speaking - self reported as speaking English very well or better Spanish-speaking - self reported as speaking English less than well Sources: Wine Intelligence, Vinitrac® USA Nov 2013, n=655 US Hispanics 21+
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Hispanic wine drinkers: Who are they? Connection with “Hispanic” countries of origin
Country of origin repertoire for regular wine drinkers in the USA % who have drunk wine from the the following wine-producing places in the past 6 months Base=All non-Hispanic regular wine drinkers in the USA (n=2,027) Base=All Hispanic regular wine drinkers in the USA (n=256)
Non-Hispanics
33%*
15%
Argentina
55%
53% 37%*
30%
France
34%
Italy
34% 8%
Portugal
Australia
39%*
16%
Chile
Other USA
39%*
20%
Spain
California
Hispanics
11%
42%*
24% 25%*
16%
* Statistically significantly higher than the other group at a 95% confidence level Source: Wine Intelligence, Vinitrac® USA, November 2013, n=655, Hispanics over 21 years old Source: Wine Intelligence, Vinitrac® USA October 2013, n=3,836 Non-Hispanics alcohol drinkers over 21 years old
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10 rules for engaging America’s new wine drinkers
Get personal
Tribe
I care Speak my language
Look & feel good
Not so confident
Take me seriously
Looks count
Experience
Online 11
Get personal
When you visit vineyards, they open up bottles that you wouldn’t otherwise get to try. Male, Millennial, NYC
Wine shops are like mini libraries, you get to go in and read the stories. Female, Millennial, NYC 12
Getting personal in wine
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I need my tribe
Every month I go with 3 friends to a steak house and 3 of the 4 of us will bring a bottle of red wine. We all get to try each other's wines an the 4th person gets to judge who’s is best. Male, Millennial, NYC
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Tribal in wine
My friend told me about WTSO. That’s more fun and a reason to buy online. Female, Millennial, NYC
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Help me feel and look good
I see Fairtrade coffee and know I should buy it but I don’t see that in a wine store. It’s not clear which wines are ‘best’ produced. Male, Millennial, NYC
Wine is a farm to table product, that you get to really experience when you visit a vineyard. It’s beautiful, its relaxing. Female, Millennial, NYC
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Feeling & looking good wine
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I care what you think of me
I always try and find a wine that makes me look wealthy, but is not actually too expensive. Male, Millennial, Delaware
Sometimes I look up about types of wine online so that I can contribute to a conversation. I try and learn some ‘easy wine speak’. Male, Millennial, Delaware
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Wine that talks about me
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I’m not as confident as I seem
I feel like I’m not as knowledgeable as I should be. Male, Millennial, Delaware
I feel overwhelmed when in my wine store…and end up just wandering round. Female, Millennial, Delaware
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Help me with wine
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Talk my language, mirror my lifestyle
I’m in a wine social club. We get together and bring food and we try different wines to see what we like, but we don’t talk about notes or scents or cherries or wood. Female, Millennial, Delaware
Franks, by local store’ does this really cool thing where you can play table tennis in store to earn discounts on wine. Female, Millennial, Delaware
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Wine ‘my way’
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Let me in on the experience
I find myself seeking out wines that I’ve had when I’ve travelled, it connects me to past experiences. Male, Millennial, NYC
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Wine as an experience
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Take me seriously
I don’t think they are very polite to younger people like us in my local wine shop. They don’t take us seriously as wine buyers. Male, Millennial, Delaware
Sometimes the guys in the wine store can be a bit demeaning which I think is because of my age. Female, Millennial, Delaware
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Looks are important
I really like the kitchy type labels, they draw me in. Things like Bitch and Cupcake. Female, Millennial, NYC
I look first of all for Pinot Noir, and the look around for what has the coolest label in my price range. Female, Millennial, Delaware
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Wine that looks good
I know Apothic is good. I didn’t care where it came from or what grape variety it is. Female, Millennial, Delaware
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My online life is not for everybody
I would never buy wine online, I love the personal interaction in store. Female, Millennial, NYC
People our age or younger tend to stay away from alcohol associations on Facebook. Male, Millennial, Delaware
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Wine online
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Craft beer ticks the boxes
The craft beer people have got it right for us. Their names are fantastic, they look great visually and they are really affordable at $10 or so for a 6-pack. Male, Millennial, Delaware
I don’t feel like I’m taking a risk buying a 4 pack of beer for $15 like I would with a $15 bottle od wine. Female, Millennial, NYC
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Wine is all about connections
When my girlfriends are over, we drink wine to relax but really it’s about being with each other. Female, Millennial, Delaware
If somebody has drunk a bottle of wine they want you to know about, they’ll take a picture of it and # it. Female, Millennial, Delaware
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10 rules for engaging America’s new wine drinkers
Get personal
Tribe
I care Speak my language
Look & feel good
Not so confident
Take me seriously
Looks count
Experience
Online 33
Thank you!
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© Wine Intelligence 2013
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