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D A T A CENTER Wine Industry Data Center 2011 Domestic Wine Sales $430 $400 $370 $340 $310 $280 Up 8% from 2010 2011 2010 2009 Jan Source: Symphony IRI Group Off-premise sales of table wine from March 2011 grew 8% over the previous year as measured at major food and drug stores. Direct-to-Consumer (DtC) Shipments $180 $150 $120 $90 $60 $30 Up 2% 2010 2011 2009 2010 Jan Apr Source: Wines & Vines/ShipCompliant Model Direct-to-consumer shipments through March 31 stayed slightly ahead of last year's results in dollars. Winery Job Index 200 160 120 80 40 0 2011 2010 2011 2009 Jan Source: Winejobs.com Winery job activity in March made up for a loss in February to begin the 2011 growing season with a bang. 12 Wines & Vines MAY 201 1 2009 Apr 2010 2011 Jul 2009 Up 18% from 2010 Jul Oct Dec from 2010 $50 $40 $30 $20 $10 $0 <1,000 1,000- 4,999 5,000- 49,999 499,999 Source: Wines & Vines/ShipCompliant Model Oct Dec The data for direct sales show that higher prices are strongly correlated with winery size. Boutique and cult wineries making less than 1,000 cases per year averaged $56 per bottle, according to our model, which weighs millions of direct-to-con- sumer transactions against exhaustive winery size numbers in WinesVinesDATA. The biggest wineries were not exactly the same as those with the lowest bottle price, but they were close. Also interesting is how quickly the average price drops from the smallest wineries to the next-largest size, 1,000-4,999 cases. 50,000- 500,000+ Winery Size by Production in Cases $38 $40 $28 $29 Apr Jul Oct 2010 2009 Dec Winery Jobs, Shipments and Retail Sales Grew in March All three of Wines & Vines' indi- cators of wine industry economic health pointed up in March. Winery hiring activity showed the most positive movement as it spiked 18% higher than a year ago. Direct-to-consumer ship- ments beat March 2010 by a hair in what may be the year's second- most active month. Retail sales grew faster than in recent months, hitting 8% higher than a year ago for domestic table wines. —J.G. DtC Bottle Price by Winery Size $60 $56 Average bottle price 12 months through March 2011 Winejobs.com Index $ Millions $ Millions