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D A T A CENTER $11-plus January Volume $11-plus January Volume 100 200 300 400 500 600 100 200 300 400 500 600 $0 $0 JanJan 2007 2007 Jan Jan 2008 2008 2009 Domestic table wine volume in major U.S. food and drug stores. JanJan 2009 20102010 20112011 JanJan Domestic table wine volume in major U.S. food and drug stores. JanJan 300 350 400 450 500 550 600 650 700 750 800 300 350 400 450 500 550 600 650 700 750 800 $11-plus Table Wine Volume $11-plus Table Wine Volume 2010 2009 2010 2009 2008 2007 2011 2011 2008 2007 JanJan AprApr Jul Jul Domestic table wine volume in major U.S. food and drug stores. Domestic table wine volume in major U.S. food and drug stores. $11-plus Wines Have Best January in Five Years 3.7% in the positive direction. Each of these four-week growth measures dropped about 1% from the 52-week growth rates, repre- senting an off-premise wine market that is still expanding but not quite as quickly. The numbers from Symphony IRI Group D (SIRI) further show that premium domes- tic wines in major food and drug stores had their best January sales of the past five years. Wines priced $11 and higher started the year with 545,000 9L cases sold in the four weeks ending Jan. 23. "While January is the premium wine an- nual low point, December is of course the peak of sales," observed Doug Goodwin, SIRI's VP of client insights for beer, wine and spirits. "Does January's five-year high in vol- ume sales translate into a positive outlook for 2011? While we can't answer that ques- tion with absolute confidence, take a look at what transpired between January and December the past four years. You can draw your own conclusions and expectations." Starting on an up note So we looked. Considering that the change from January to December sales has aver- aged 57% during the past four years, a simple projection for this December's sales of $11-plus wines surpasses 850,000 cases. Lots could happen in the meantime, but the year certainly started on an up note. Domestic wines overall continued to out- pace the growth of imports in dollars, which grew slightly, at 2% for the four-week peri- od. Australian table wines were down 8%, Wines & Vines MARCH 2011 11 omestic table wine sales grew in January by 5% in dollars over a year earlier, while the volume change was and French wines dipped by 12%, while the growth came from Italy, Germany and es- pecially Argentina and New Zealand. Oregon up 19% Oregon table wine soared 19% in dollars, while Washington managed 3%. Texas wines beat the domestic average growth rate, with 7% growth and $1.9 million sales. Chardonnay, the biggest varietal catego- MALA_Dir11.qxp 11/29/10 4:07 PM Page 1 ry, grew a slim 2% to $91 million for the four weeks measured, and Cabernet Sauvi- gnon was up 5% to $70 million. —Jim Gordon OctOct DecDec 9L Cases, Thousands 9L Cases, Thousands 9L Cases, Thousands 9L Cases, Thousands