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VintnersSupply_1-3v_VSC_Dec10.qxd 11/1 METRICS Off-Premise Sales Grow 7% $20-plus domestic wines up by 21% in November Off-Premise Sales in Top Price Tier $30 ™ A DIVISION OF MOECKLY ENTERPRISES, INC. Includes domestic table wine priced $20-plus per bottle and domestic sparkling wine priced $18-plus per bottle. FILTRATION & SEPARATION $ Millions $25 2013 $20 2012 $15 $10 Source: July Aug Sept Oct Nov , Wines & Vines T he 7% growth rate held steady in November for domestic wines in the off-premise channel. Combined sales of U.S.-produced table wines and sparkling wines rose 7% for the month compared to the previous November, and sales also rose 7% for the 52 weeks ending Dec. 1, according to Chicagobased market research firm IRI. Sales of domestic table wines priced $20 and higher per bottle in November grew by 21%, or three times as fast as all domestic wines. Pinot Noir led the way in growth rate and placed third in dollars. Fumé/Sauvignon Blanc was the second fastest growing type at this price level, and Cabernet Sauvignon was third. Cabernet Sauvignon was by far the sales leader in the $20-plus category, with sales of more than $9 million in the food, drug, liquor and convenience stores monitored by IRI. 61% of wineries average $20-plus California has 73% market share California wines accounted for 73% of all sales including imports. Washington had 5% and Oregon 1%, according to IRI. With 6% of market share, Italy was the leading imported producer. Australia was second with a 5% share but saw its sales drop 6% in November. Imported wines as a group grew much more slowly than domestics in November. They had 1% growth for the month and 1% for 52 weeks. Domestic sparkling wines with 4% dollar growth in November lagged behind sparkling imports with 6%. Domestic bubbly does dominate in market share, however, with 54%. —Jim Gordon Depth Media Sheet Filters Membrane Filters Lenticular Housings Cartridge Filter Housings Cross-flow Filter Systems Recessed Plate & Rotary Drum Vacuum Filters Replacement Press Membrane and Filter Cloths Pumps, valves & fittings VINTNERS SUPPLY COMPANY P.O. Box 153 St. Helena, CA 94574 Toll Free 800.366.6809 Fax 707.584.7955 www.vintnerssupply.com Win es & Vin es JA N UA RY 20 14 13 See us at Unified booth #510 The $20-plus category accounted for only 4% of domestic table wine sales, but it is a closely watched category since 61% of the United States' 7,663 wineries have average bottle prices in this range, according to Wines Vines Analytics. Wines priced from $8 to $10.99 accounted for the largest market share of domestic wines and grew by 10% in November. This price point lags behind $5-$7.99 in 12-month sales, but it may be pulling ahead based on its No. 1 position for November. Second in market share were wines priced $5-$7.99, which grew 5% in sales. The small category of premium box wines beat all categories of domestic table wine in terms of growth. Priced at the equivalent of $3.50-$4.99 per 750ml, these products brought in 21% more money in November than the previous November. In contrast, box wines at $3.49 or less gained only 5% but remained higher in market share. The only losing categories of domestic wine in November were the two lowest priced. Sales of wines under $3.50 in glass packaging dropped by 2%, and those priced $3.50 to $4.99 shrank by 3% in sales.