Issue link: https://read.dmtmag.com/i/670021
w w w. v w m m e d i a . c o m M a y - J u n e 2 016 | V I N E YA R D & W I N E RY M A N A G E M E N T 1 5 2016 International Women's Wine Competition Expertly judged by women, for women wine buyers Early Birds Save by: May 20, 2016 | Enter Today: winecompetitions.com " 1- Regarding off-premise purchases of wine they've never tried before, women are most influenced by the information on the label (53%) or through recommendations by friends, family members or retail and restaurant staff. When asked if they'd purchased wines specifically created for and marketed toward women, most (52%) said no, yet 22% said they didn't know. So what are we talking about here? Brands like Cupcake and Skinnygirl are two examples. Of those who said they do buy wines specifically marketed toward women, a great majority (56%) said they've purchased those types of wines several times and likely would again. What keeps them coming back for more? Taste and fla- vor rather than the name or what the label looks like. In a second presentation on the subject, Danelle Kosmal, vice presi- dent of Nielsen's beverage alcohol practice area, presented data with a more broad-based approach, cit- ing that women account for 85% of all consumer purchases (not just wine). Of the women surveyed, most (57%) choose wine more often than beer or spirits, while men lean the other way. Fifty-one percent of women 21 to 24 said products pro- duced organically or sustainably are very or somewhat important to them, while 38% of all women surveyed cited those things as important. Kosmal also noted oppor- tunities to communicate the ben- efits of alternative packaging toward women, as well as to create in-store moments to capture their attention while browsing. Danny Brager, senior vice presi- dent of Nielsen's beverage alcohol practice, discussed beverage trends in general, with a focus on U.S. wine trends — where rosé and sparkling came out on top as far as increased market share goes. Sparkling alone has seen an 11.7% increase in dol- lar growth rate over the past year overall. Within that category, Italian Prosecco has seen an increase of 35.5%. Brager noted that some of the reasons for this include the fact that more people are drinking spar- kling throughout the year rather just on major holidays, and that Prosec- co in particular is driving that trend. Also within that category, sparkling rosé has seen a 16.2% dollar growth rate over the same time period. Regarding regions experiencing growth, Oregon leads the way at a 13.2% dollar growth rate, while Washington and California come in at 8.9% and 5.5%, respectively. New Zealand, France and Italy are on top of the import category, at 17.7%, 10.8% and 7%, respective- ly. For table wine overall, premium rosé ($11 or more) leads the pack with an astonishing 59.9% dollar growth rate, while non-premium comes in at an impressive 31.8%. Varietal growth has seen the big- gest increases among Sauvignon Blanc (13.3%), red blends (10.1%) and Pinot Noir (9.2%). A big reason for all these increases is growing consumer access to wine via both direct-to-consumer and off- and on- premise channels (places like movie theaters, salons and even coffee shops are examples of newer out- lets offering wine sales). For more information about Wine Market Council and its research, visit winemarketcouncil.com. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 26 GROWING CONSUMER ACCESS TO WINE Source: Nielsen TDLinx – Dec 2015 (compound growth rates over the last 5 years – 2011, 2012, 2013, 2014, 2015 359,000 On Premise 187,000 Off Premise Incl 67K larger format stores Theater Natural/ Gourmet Fast Casual Limited Assortment Some of the fastest growing… Incl ~200K Dining 546,000 outlets +2.1% CAGR