Most Wines Sold Are Still Under $6
A study done by AC Nielson found that the majority of wines purchased are $6 or under:
Between July 2003 and July 2004, this category was responsible for 71 percent of the sales volume. Between February 2005 and February 2006, that market share fell 6 percent.
So, that segment is starting to slip, with growth going to the $15 and over segment instead, which grew by 123% between July 2003 and February 2006. The overall price of a bottle was up to $5.48 from $4.73.
But what does it all mean Basil? Today’s wine consumers are not only drinking more wine, they are willing to pay more for it. Should wineries target the segment with the most growth, or the one with the largest market share that is currently declining? There’s probably a happy medium somewhere in there.
