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2011 Ends With Growth In Sales and Winery Hiring

February 2012
 
by Jim Gordon
 
 
Wines & Vines wine industry data center
 
Wineries shipping directly to consumers had a great fourth quarter in 2011, as sales topped $500 million. This total surpassed 2010’s fourth-quarter sales by 17% and 2009’s mark by 45%. October and November were the year’s two biggest selling months, at $197 million and $200 million; so even though December is relatively slow, the fourth quarter is DtC’s strongest of the year. The DtC data come from a model developed by Wines & Vines and ShipCompliant.Wineries shipping directly to consumers had a great fourth quarter in 2011, as sales topped $500 million. This total surpassed 2010’s fourth-quarter sales by 17% and 2009’s mark by 45%. October and November were the year’s two biggest selling months, at $197 million and $200 million; so even though December is relatively slow, the fourth quarter is DtC’s strongest of the year. The DtC data come from a model developed by Wines & Vines and ShipCompliant.
The year 2011 ended on a high note for all three of the Wine Industry Data Center’s measures of economic health. Domestic wine sales in major food and drug stores were up 8% in December over the previous year, and domestic direct-to-consumer wine sales beat December 2010 figures by 7%. Both of these data sets spent all of 2011 on a higher level than 2010. The Winery Job Index for 2011 only dipped below 2010 in the month of February and finished in December with a 6% increase over December 2010.

 

 

 

 

 

 

 

 

 

 

 

Wines & Vines wine industry data center
 
Domestic table wine sales hit $448 million in the four weeks ending Dec. 25, 2011, according to Symphony IRI. The number reflects sales at major U.S. food and drug stores.
 
Wines & Vines wine industry data center
 
December sales of direct-to-consumer shipments reached $104 million and stayed 7% ahead of December 2010 while taking their usual seasonal nose-dive from the November high.
 
Wines & Vines wine industry data center
 
Winejobs.com reported that winery hiring activity, a measure of the industry’s economic health, stayed above last year’s level in December, ending a busier year than the past two.
 

 
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Wine Industry Metrics
 
Off-Premise Sales » Month   12 Months  
December 2014 $776 million
3%
$7,866 million
5%
December 2013 $755 million $7,470 million
     
Direct-to-Consumer Shipments » Month   12 Months  
December 2014 $166 million
14%
$1,820 million
15%
December 2013 $145 million $1,576 million
     
Winery Job Index » Month   12 Months  
December 2014 155
27%
229
14%
December 2013 122 200
     
 
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