Off-Premise Wine Sales Increase 9.2 Percent in March

Off-premise wine sales data increased 9.2 percent from the same period last year in the four weeks ending April 3 according to The Nielsen Company-tracked data. The jump in March is likely due in part to the the “traditional Easter upswing, ” according to Danny Brager, VP Group Client Director, Beverage Alcohol Team at The Nielsen Company. Easter fell earlier this year--last year Easter Sunday was April 12 whereas this year it was April 4.

According to Brager, for the individual week ending April 3, growth spiked up to +19 percent versus a year ago. So, it would be a fair assumption that some of that +19 percent was holiday timing related, he said. If we look at a 4-week period through April 3, table wine retail dollars were up +9.2 percent; if we backed “out” the traditional Easter upswing, growth would have likely been in and around +5.5%, according to Brager. In the 13 weeks ending April 3, sales were up 5.9 percent.

Both domestic and imported wines showed significant growth during March. Domestic wine sales grew 10.4 percent while imports grew 6.3 percent in the 4 weeks ending April 3. In the 52 weeks ending April 3, domestic sales increased 5.1 percent while imported wine declined 0.3 percent.

Total wine sales grew in all price points in the 4 weeks ending April 3, with the largest growth in the over $20 price segment, which increased 19.2 percent. This is the second consecutive month the over $20 price point had the largest growth, which is significant as wines in the price category were declining for most of 2009. Wines in the $9 to $11.99 and $12 to $14.99 price segments also showed strong growth. In the 4 weeks ending April 3, wines retailing for $9 to $11.99 increased in sales 15.4 percent and $12 to $14.99 increased 16.8 percent.