Wine Drinkers Picking Higher-Priced Bottles

Total wine sales jumped 4.1 percent last year, with the fastest-growing portion being bottles $20 and more.

January 24, 2011

SAN FRANCISCO - Wine drinkers are returning to more costly bottles, Bloomberg News reports. While sales of bottles more than $20 hit the skids over the past two years, now consumers are picking up pricier bottles again.

"I saw a lot more Champagne sales this holiday season," said Amy Currens, sommelier at the upscale restaurant Prospect. "People are willing to spend money again. They're not completely shying away from it like they were last year."

Nationwide, total wine sales advanced 4.1 percent to reach $9.32 billion for the 52 weeks ending Dec. 11, according to the Nielsen Co. Wine costing $20 and more a bottle constituted the fastest-growing section, with sales in that category jumping 11 percent. Wines priced at under $3 a bottle dropped 0.6 percent.

"What we're seeing is that people are trading up from value wines," said Jay Wright, president of the North American wine unit for Constellation Brands. According to Wright, millennials are among the biggest purchasers of fine wine, which is line with other recent studies on the appeal of wine to this generation. "We€™re trying to take advantage of younger consumers, and their interest in what I would call more whimsical brand ideas," he said.

Not all consumers are returning to their previous spending on wines yet, cautioned Jon Fredrikson, president of consultant group Gomberg, Fredrikson & Associates. "Consumers are generally still shell-shocked and still seeking values," he said. Fredrikson predicted that wines around the $10 per bottle range will continue to find success.

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