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Can wine take back its share of the US on-trade?

Wine’s value share in the US on-premise has fallen 1.1% over the last 52 weeks, new research has revealed, but can the category reclaim what it has lost to beer and spirits?

Female friends making a wine toast. The gathering is in the vineyard at sunset. Everyone is looking cool, laughing and smiling: Can wine take back its share of the US on-trade?

CGA by NielsenIQ’s new research into the wine category highlights opportunities for the category to regain its lost share in the US on-premise, despite a highly competitive market.

The report revealed that just over a quarter of people (26.5%) drink wine when they visit bars, restaurants, and pubs.

This figure rises to three in 10 consumers in what CGA designates as ‘Casual Dining Chains’. Fine dining outlets are a key channel to wine suppliers, as people are more likely to order wine in a fine dining environment. However, the number of these outlets in the US has decreased by 3.8% from August 2021 to August 2022.

CGA’s report notes that in order to regain the value share lost over the last 52 weeks to beer and spirits, wine brands need to develop a better understanding of how to drive consumption into new segments, recruit new drinkers and the role that venue type can play in both instigating trial and facilitating trade-up in this space.

The US is not the only market where wine is stagnating. Red wine consumption in France has dropped by a third in the past 10 years, says a worrying new report.

An investigation carried out by French publication RTL revealed that “never has there been so little wine drunk in France.”

The bombshell report found that wine drinking has fallen significantly in the country, with red wine the worst hit. Consumers of red wine have fallen by 32% compared with just over a decade ago, in 2011. The 19-35 age segment has turned its back on red wines, with the number of red wine consumers dropping by 7% during this period.

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