U.S. Wine Consumption Still Climbing With No End in Sight

    Favorable demographics and new twists on packaging are fueling

continued growth for wine consumption and spending in the United States



    NORWALK, Conn., Aug. 22 /EMWNews/ -- Overall wine consumption in the

United States rose 3.2 percent in 2007 to 292.1 million 9-liter cases,

according the Beverage Information Group's recently released 2008 Wine

Handbook. This marks the fourteenth consecutive year of case gains,

indicating positive long-term health and sustainability for the wine

industry overall. Increased consumer spending on wine in both the on- and

off-premise channels in 2007 mirrored the increase in consumption. Total

wine retail dollars peaked at $27.9 billion last year.



    "If wine continues to grow at these levels, the U.S. will surpass both

Italy and France to become both the largest wine market and biggest wine

importer in the world by the end of the decade," says Eric Schmidt, manager

of information services for the Beverage Information Group based in

Norwalk, Connecticut.



    Important demographic trends cited in the 2008 Wine Handbook are quite

favorable for the wine industry. The 70 million people that make up the

"Millennial" generation (age 23 to 30) are not as sophisticated about wine

as proceeding generations and are willing to experiment with bottles at

lower price points, according to the 2008 Wine Handbook. They also prefer

to buy wine based on visual appeal and name recognition rather than

winemaking region. Conversely, the Baby Boomers, the 77 million Americans

between the ages of 43 and 61, have more disposable income and are spending

on the more exclusive, higher-priced wines. What's more, the Hispanic

demographic is emerging as an important wine consumer group and the Echo

Boomers are coming of age in rapid numbers.



    Packaging trends are also boding well for the wine industry. Boxed wine

is experiencing a resurgence in the United States as it's now being used

for premium and super-premium wines in addition to traditional bulk wines

of lesser quality. Target's Wine Cube, produced by Trinchero Family

Estates, and the super-premium Black Box Wines from Constellation Wines are

prime examples. Screw cap closures are also gaining greater acceptance

stateside for their airtight seal and reseal capabilities.



    The 2008 Wine Handbook is the leading source for U.S. wine sales and

consumption trends. Used by wine professionals worldwide since 1970, the

Wine Handbook includes consumption analysis by category and by state; the

top 50 metro markets for wine consumption by category; supplier

performance; advertising expenditures by brand, company and media type;

consumer drinking preferences; economic and demographic data; and more.



    The cost of the 2008 Wine Handbook is $775; handbook with companion CD

is $945. Shipping and handling is $10 for U.S. and Canadian orders, $20 for

international orders. The 2008 Wine Handbook and 2008 Wine Handbook with CD

can both be purchased at http://www.beveragehandbooks.com or by calling Cynthia

Porter at (630) 762-8709.