Summer Sales End With a Bang
Data corroborate fast growth of $20-plus wines off-premise
All three warm-weather holiday periods -- Memorial Day, Independence Day and Labor Day -- saw consumers spending significantly more on wine at large chain food and drug stores than in each of the past three years. Sales of all table wine types and price-points reached $418 million during the four-week period that includes Labor Day, according to the check-stand scan data that SIRI analyzes. That beats last year’s Labor Day period by more than $20 million and surpasses the pre-recession 2007 number by $57 million, or 16%.
“With performance like this, the three summer holidays should be considered open season for wineries to promote and advertise their brands,” said Doug Goodwin, VP of client insights for beer, wine and spirits at SIRI.
The year-to-date sales picture looked similarly bright for high-end table wines in the $20-plus segment, a price range that is particularly important to thousands of small-scale wineries. Sales for this group in the most recent four-week period were 14% higher than last year, and beat 2008 and 2007 sales for similar periods by even bigger margins.
Overall off-premise sales of domestic table wine at major food and drug stores also increased through Sept. 5. That number, $326 million, was up by a healthy 6.4% over the similar period last year.