Issue link: http://winesandvines.uberflip.com/i/987926
METRICS June 2018 WINES&VINES 13 Direct to Consumer O ff-premise sales through multiple- outlet and convenience stores in the four weeks ended April 22, increased 3% versus a year earlier to $686 million, market research firm IRI reported. Case vol- umes increased 2% to 8.6 million. The activ- ity kept 52-week sales 3% above a year earlier, at $8.9 billion. Domestic table wine growth outstripped that of domestic sparkling wine, rising 3% in the month versus a 2% increase for sparkling. Both categories reported 3% growth for the year, consistent with domestic wine sales generally. Rosé sales remain strong, with total sales in glass packaging in the latest 52 weeks ris- ing 53% versus a year ago to $295 million. Growth was particularly strong in the $15- $19.99 segment, with sales rising 119%. Sales at $11-$14.99 a bottle were close be- hind, rising 97%. The price segment with the single largest volume of sales in the 52 weeks ended April 22, however, was the $8-$10.99 band at $101 million. Rosé under $4 was alone in seeing sales decline, falling 6% to $15 million. —Peter Mitham D irect-to-consumer (DtC) shipments rose 28% in April versus a year earlier to $290 million, Wines Vines Ana- lytics/ShipCompliant by Sovos reported. Case volumes increased 23% to 603,232. Average bottle price in April rose 3% to $40.05. Rising volumes have meant changes in what's moving through the channel. Cabernet Sauvignon claims a dominant 28% share of the channel, but that's down from 30% last year. Pinot Noir moved up a point to 17%, while Zinfandel and all other varietals claimed 5% and DTC SHIPMENT VALUE BY VARIETAL/TYPE OFF-PREMISE ROSÉ SALES GROWTH (VALUE) OFF-PREMISE ROSÉ SALES BY PRICE SEGMENT $25+ $20-$24.99 $15-$19.99 $11-$14.99 $8-$10.99 $4-$7.99 <$4 Pinot Noir Red blends Chardonnay Zinfandel Merlot Sparkling Syrah Sauvignon Blanc Rosé Cabernet Sauvignon -20% 0 20% 40% 60% 80% Percentage 100% 120% $100 $120 0 $20 $40 $60 $80 $ Millions Source: , Wines Vines Analytics. All table wine sales in glass packaging in multiple-outlet and convenience stores; 52 weeks ended Apr. 22, 2018. Source: , Wines Vines Analytics. All table wine sales in glass packaging in multiple-outlet and convenience stores; 52 weeks ended Apr. 22, 2018. Bottle Price $25+ $20-$24.99 $15-$19.99 $11-$14.99 $8-$10.99 $4-$7.99 <$4 Bottle Price 0 $200 $400 $600 $800 $1,000 27% of the channel, respectively. While all major varietals saw volumes increase in the latest 12 months, sparkling wine overtook Syrah and Sauvignon Blanc to be- come the seventh most-shipped wine type at $69 million. Rosé, meanwhile, edged out Cabernet Franc for 10th place with a whop- ping 48% increase in value to $48 million. —Peter Mitham $ Millions Off Premise Rosé Sales Rise 53% as Off-Premise Sales Increase 3% DtC Surges 28% in April; Rosé Posts 48% Gain DTC SHIPMENT VALUE SHARE BY VARIETAL Pinot Noir 17% Cabernet Sauvignon 28% Red blends 16% All others 27% Zinfandel 5% Chardonnay 8% Source: Wines Vines Analytics/ShipCompliant by Sovos; 12 months ended April 2018. Source: Wines Vines Analytics/ShipCompliant by Sovos; 12 months ended April 2018.