Top 10 US wine trends

1. The belief that customers would find quality wines at lower prices and would remain bottom dwellers when times got better proved to be a fantasy.

CaliforniaThree years ago many writers and industry analysts predicted that customers would permanently scale back how much they would pay for a bottle of wine. This doesn’t seem to have happened.

“It seemed that the over $20 per bottle wine never lost its market share,” Pagliaro says, adding that while some customers cut back, others stepped up, particularly as younger buyers’ tastes matured.

So as the recession ends – or at least pauses – the future for California winemakers looks even brighter. Americans consumed 333m cases in 2012 and that consumption is expected to increase to 373.5m cases by 2016.

That will mean about two extra bottles consumed for every American of drinking age. And as Californian producers already own about 61% of the American market, that is sweet mathematics and sweet music to those in the industry.

This feature originally appeared in the drinks business California Report 2013


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