Wine Trends & the U.S. Consumer Laura Maniec, MS. CVRVV Conference January 10 th & 11 th 2013

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1 Wine Trends & the U.S. Consumer Laura Maniec, MS CVRVV Conference January 10 th & 11 th 2013

2 Consumer Wine Consumption Core segment of wine drinkers continues to grow, driven mostly by younger Millennials aged 21 to 26 Average age of total core wine drinker is 47.8 Core wine drinkers are close to being evenly split between males (49%) and females (51%) 2

3 Consumer Wine Consumption 50% of Core wine drinkers consume wine on a weekly basis 32% of Core wine drinkers consume wine once a week 18% of Core wine drinkers consume wine daily 3

4 Consumer Wine Consumption Core wine drinkers represent 25% of the U.S. adult population and consume 93% of the wine by volume Millennials represent 29% of U.S. adults and consume 38% of the wine by volume 4

5 Consumer Wine Consumption Millennials drink a smaller portion of red wine than other generations Men drink more red wine than women Women drink more white & rose wines than men 5

6 Consumer Wine Consumption 18% of total Core wine drinkers prefer white wine blends White wine blends also skew younger 6

7 Imported vs. Domestic Wine Consumption 66% of total wine consumption among Core drinkers is domestic 34% of total wine consumption among Core drinkers is imported, up from 32% in 2008 Men drink more imported wine as do younger wine drinkers 20% of wine purchases made by Core wine drinkers were from Portugal, up from 17% in 2010 and 15% in

8 Imported Wines by Country of Origin Key Players in the U.S. Market Source: Gomberg-Fredrikson Report October

9 Imported & Domestic Wine Consumption Portugal ranked #10 in terms of quality and #3 in terms of value among all Core wine drinkers 9

10 Consumer Attitudes Toward Wine Younger Core wine drinkers have a greater interest in the wine category and are more confident in their wine knowledge 91% of all Core wine drinkers agreed you can buy good wine without spending a lot of money Only 24% of Core wine drinkers are worried about making a mistake when buying a wine 63% of Core wine drinkers like to introduce friends/family to new brands of wine Younger Core wine drinkers are more open to drinking wine at less traditional venues, such as concerts or sporting events 10

11 On-premise Consumption Behavior 60% of wine consumed by Core wine drinkers is consumed at home 20% is consumed onpremise (i.e. bar, restaurant or lounge) 15% at someone else s home 5% at other venue 11

12 On-premise Consumption Behavior Older wine drinkers consume more wine at home Younger wine drinkers consume a significantly larger portion of wine at on-premise venues, such as wine bars, lounges and restaurants 12

13 On-premise Consumption Behavior Most important factors among total Core wine drinkers when purchasing wine on-premise: Availability of wine by-the-glass Compatibility with food 13

14 Off-premise Purchasing Behavior Men are more often the primary wine purchasers in their households Core wine drinkers purchased 33% of their wine from liquor or wine stores Core wine drinkers purchased only 3% of their wine from online resources 14

15 Off-premise Purchasing Behavior $5 - $14.99 price range is still the sweet spot 36% of Core wine drinkers purchase wines in the $15- $19.99 price range Sampling of Vinho Verde priced in the U.S. market: Casal Garcia: $ $5.99 Gazela: $ $5.99 Twin Vines: $ $8.99 Arca Nova: $ $12.99 Soalheiro: $ $

16 Off-premise Purchasing Behavior 72% of total Core wine drinkers buy brands they have not heard of before Male wine drinkers and younger wine drinkers are more likely to buy an unknown brand Screw capped wine purchases increased from 38% in 2010 to 45% in % of Core wine drinkers would re-purchase a screw cap white wine under $20 Most desirable factors when buying a wine at retail for home: Value High Quality 16

17 Social Media Consumer Behavior Wine consumer involvement in social media continues to grow All social media outlets grew their consumer base, except for MySpace Facebook is most popular social media outlet across all generations Core males dominate YouTube, while core females dominate Pinterest 17

18 THANK YOU.