Issue link: http://winesandvines.uberflip.com/i/498427
Key Indicators A monthly growth rate of 7% for off-prem- ise sales of domestic wine in March beat the 12-month rate of 5% for the third month in a row. Both rates remained the same as in March 2014, and the combined sales for table wine and sparkling wine surpassed $622 million in the multiple outlet and convenience stores measured by IRI through March 22 for a four-week gain of $39 million. The new numbers showed the continued advantage that domestic wine sales have over imports, which grew 4% in March and just 2% during the most recent 12 months, according to IRI, the Chicago-based market-research firm. Both domestic and imported wines grew faster in value than in volume, indicating up- ward price movement. Volume went up by 3% for domestics in March, and for the recent 52 weeks compared to a year previously. For im- ports, the volume rose by just 1% in March, and by 2% in 52 weeks. The average price of a bottle of domestic wine rose by 15 cents in the past year to $6.09, while the average import increased by 27 cents to $7.47. Moreover, all of the higher price points gained dollar share in the past 52 weeks, while none of the lower price points did, except for box wines. The largest gain in market share went to the $8-$10.99 price segment, which was already the biggest dollar segment. Con- versely, the next segment down, $5-$7.99, saw the largest loss in market share. Box wines are the exceptions to the rule—at least the higher priced box wines are. Those priced from $3.50 to $4.99 per 750ml grew 22% in value during the past 52 weeks, but they re- mained a small part of off-premise sales. They T he Winery Job Index for March was up 22% from March 2014, indicating a strong hiring trend, according to Wine- jobs.com. Hiring activity for winemaking jobs saw the highest growth rate, followed by hos- pitality jobs. Sales and marketing job hiring activity grew slightly. Hiring activity for winemaking jobs in March was 47% higher than the previous March, mark- ing the fastest March growth rate since 2010. Winejobs.com reported that March hiring activity for direct-to-consumer, tasting room and retail jobs grew 21% from March 2014. Job postings for winery sales and marketing jobs in March grew 3% from March 2014, while dropping in number from January and February. Grapegrowing and vineyard job activity grew 11% from March 2014 as companies sought help in time for mid-summer and harvest. Off-Premise Sales Winery Job Index Complete data is available at winesandvines.com/metrics METRICS 12 WINES&VINES May 2015 March Data Show Healthy Wine Industry March brought very significant growth in direct-to-consumer shipments and the Winery Job Index compared to March 2014, plus steady growth in off-premise domestic wine sales. All three of these key indicators of U.S. wine industry health in March beat their 12-month averages. Domestic Wine Continues Growth; Higher Priced Segments Gain Share Strong Hiring Led by Winemaking Winery Job Index MONTH Mar. 2015 356 Mar. 2014 292 12 MONTHS Mar. 2015 243 Mar. 2014 210 MONTHLY INDEX 22% 16% 19% Off-Premise Sales MONTH Mar. 2015 $622M Mar. 2014 $582M 12 MONTHS Mar. 2015 $7,995M Mar. 2014 $7,588M MONTHLY SALES 7% 5% 14% Direct-to-Consumer Shipments MONTH Mar. 2015 $252M Mar. 2014 $213M 12 MONTHS Mar. 2015 $1,863M Mar. 2014 $1,634M MONTHLY SHIPMENTS Source: , Wines Vines Analytics. Domestic table and sparkling wine sales in multiple-outlet and convenience stores, four weeks ending March 22, 2015. $ Millions $800 $700 $600 $500 Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 2014 2013 2015 2014 Source: winejobs.com winejobs.com Index 400 350 300 250 200 150 100 50 2015 2014 2014 2013 Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar $ Millions $300 $250 $200 $150 $100 $50 Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Source: Wines Vines Analytics/ShipCompliant 2015 2014 2013 2014