The latest U.S. On-Premise wine insights
During the latest 52-week period, wine lost 1.1 percentage points in value share to the Spirits & Beers categories – highlighting the need to understand which factors are impacting wine performance in the U.S. On-Premise channel.
In the On-Premise Wine Report, the largest comprehensive overview of the wine category ever produced by CGA, suppliers can access foundational category insights for building strategies for the channel, and supporting sales planning for 2023.
The On-Premise Wine Report
CGA’s newest report highlights the latest trends and insights across the wine category using consumer research, sales data, and channel strategy research. The report offers suppliers a complete view of the category’s performance and what consumers are looking for with wine selection.
What wine consumers want
The report also offers a snapshot of the U.S. On-Premise visitor. Just over a quarter (26.5%) of consumers drink wine when they visit bars, restaurants, and pubs—consumers who identify as women over-indexing, and tend to skew older.
Across On-Premise visitors, 21% noticed fewer items on menus, and of those consumers nearly 2 in 5 say there are fewer wine options available, presenting a significant challenge for wine suppliers looking to target both existing and new consumers. Menu rationalization makes earning new and maintaining existing points of distributions (PODs) more valuable.
Additionally, the number of fine dining establishments, which are key outlets for wine suppliers, decreased by 3.8% from August 2021 to August 2022.
Understanding how wine offerings can be positioned to suit different venues could be key to the category’s growth across new consumer segments – with the growth of casual dining chains representing an opportunity as 3 in 10 consumers drink wine in these types of venues.
Driving consumption with new consumers
It is essential for wine brands to understand how to drive consumption in new segments, and the role that venue type can play in both instigating trial purchases and facilitating product trade-ups in this space.
The On-Premise wine Report equips wine suppliers with comprehensive insights that will shed light on the opportunities for brands in the channel.
Utilizing multiple solutions from CGA suite of On-Premise services, the report provides a 360-degree view of wine in the On-Premise channel. This cohesive approach includes OPM (On-Premise measurement, share of sales) OPUS (On Premise User Study, how consumers interact with different wine types, serves, and the path to purchase) and the 2022 Channel Strategy Report (an in-depth consumer study on in-channel dynamics such as fine dining, casual dining, and more).
Now more than ever, it’s vital for winemakers and suppliers to keep a pulse of what is happening in the On-Premise channel to identify opportunities, anticipate changes, and capitalize on trends.
