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Wines Positioned At $20 And Up Propel Growth In Retail Channels

July 30, 2020

For the first time since before Covid-19, four-week table wine sales in IRI channels slowed to single-digit volume growth (+8%) for the period ending July 12. Year-to-date table wine volumes still showed impressive gains, amounting to 7.7 million 9-liter cases, up 11.5%. Sparkling brands significantly outperformed table wine, with 26% growth the past four weeks in IRI channels, and were up 23% year-to-date, thanks primarily to La Marca and other Prosecco brands. Overall, imported labels (+18% year-to-date) outpaced domestic wine (+12%) over the four-week period.

Among table wines, Gallo’s Barefoot continues to lead in IRI channels by both volume and value, but the fastest-growing labels year-to-date were Delicato’s Bota Box (+57% in dollar terms) and Deutsch’s Josh Cellars (+46%). Bottled table wine priced at least $20 per 750-ml. was the fastest-growing segment (+28% year-to-date), followed by brands priced between $12 and $20 (+21%), while labels priced below $8 grew less than 6% in dollar terms. Premium boxed wines (+30% year-to-date) outperformed value boxed brands (+12%) in IRI channels for the period ending July 12.—Juan Banaag

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