I came across the article “Off-Premise Wine Sales Slightly Decrease in November versus Same Period Last Year” on WineBusiness.com a couple of days ago, mainly just doing some research for my retail wine gig. Within the article it was pointed out that although sales dropped overall, domestic wine sales rose while imports fell. I didn’t think much of it at first – thinking that price could be a factor during these economic times. Imports can tend to be higher priced (there are exceptions) and people are less likely to explore unfamiliar regions/wines/countries when they are strapped for cash. Thinking back on the article today I thought maybe there was another underlying message here, are people starting to buy more local wines?
Unfortunately I don’t think so. If you look at the next graph from the article you will notice that most of the rise in domestic sales is driven by wines in the price range of $3 – $5.99 and $9 – $14.99. Unfortunately most local wines, at least here in Virginia, are not in this price range specifically not the $3 – $6 category which saw the largest growth for the year at 9.0%. I have a feeling it is being driven by brands like 2 Buck Chuck, local if you live in California I guess.
Not sure if my interpretation is correct – just my two cents.