CALIFORNIA WINE CENTRAL
National Numbers by Store Type
Highest California Wine Markets
Market
Percent of Stores
with Regional
Displays
Boston
66.7%
Buffalo
69.2%
Jacksonville 72.0%
New York
88.0%
Tampa
85.7%
Percent of stores with regional displays
Food: 37.8%
Liquor: 58.6%
Drug: 19.8%
0
10
20
30
40
50
Of those, percent with California displays
Food: 40.5%
Liquor: 69.8%
Drug: 68.8%
0
10
20
30
40
50
60
Average number of California facings
65
Food
Woodbridge (87.2%) was the brand most often
found in stores' California wine sections out of the
10 selected for this study. Bota Box (30.3%) was
least often found in those sections. The remaining
eight brands and their national distribution were:
Beringer (86.2%), Sutter Home (85.3%), Barefoot
(84.1%), Kendall-Jackson (78.3%), Carlo Rossi
60 (58.7%), SkinnyGirl (56.9%), Rodney Strong
(56.3%) and J. Lohr (52.3%).
The study also looked at data by market (in
each of 25 metro areas). The research showed five
markets that stood out for having a high percentage
of both stores with regional displays and stores with
California wine sections: New York City, Tampa,
Jacksonville, Buffalo and Boston. See the accompanying chart for more detailed information about
these market numbers.
The markets most likely to treat California
wine as a distinct region were those furthest from
the West Coast. In California markets, Los Angeles
only separated wine into regions in 16.8% of
stores; San Diego in 37.1%; and San Francisco /
Oakland in 35.7%. Though it should be noted
those three markets (as well as Phoenix) stocked
70
the 10 brands listed in the survey far more often
than other cities.
Whether wines are separated by varietal, origin,
price or some combination of those can often be
seen as a reflection of a store or restaurant's objectives and clientele. If divided by country of origin,
this study shows California wines deserve consideration to be displayed as a separate section.
I
129
Liquor
54.9
Drug
0
20
40
60
80
100
120
Percent of those
Stores with
California Displays
95.8%
88.9%
72.2%
89.3%
100.0%
140
14 • Beverage Dynamics • www.beveragedynamics.com • July/August 2013
For a copy of the complete data set from the
study, more information about Shelftrac, or queries
about The Beverage Information Group's other
research offerings (including on-premise studies,
custom brand tracking and promotional pricing
audits), visit www.albevresearch.com or contact
Andrew Esham at aesham@specialtyim.com.
