The USA is the world’s largest wine market, with the largest population of regular wine drinkers and the largest amount of imported wine (by value). The still wine market is around 360 million cases per annum and is forecast to grow to approximately 368 million cases by 2023. Go straight to report listing
Overview: The world's largest and most attractive wine market
Wine Intelligence nominated the USA as the world’s most attractive wine market for the third year in a row in 2019 based on its high volume and value and positive economic indicators.
Per capita consumption of wine in the US is currently 9.9 litres per head (2018), which is less than half the Australian average and 33rd in the world.
The seven biggest wine-consuming states are California, Florida, New York, Texas, New Jersey, Illinois and Massachusetts. They account for over half of all US wine consumption. Off-premise is the largest channel in terms of volume with an 80 per cent share of the market. The top-selling varieties are Chardonnay, Cabernet Sauvignon and Pinot Gris. On-premise consumption is dominated by eating establishments, accounting for over 80 per cent of the channel.
In 2018, the USA market consumed 98 million cases of imported grape wine valued at nearly $US 13 billion
Australia is the third largest source of wine imports into the US by volume behind Italy and France, and fifth largest by value. Its overall share of imported wine is around 14 per cent by volume.
The USA is Australia’s second largest export market, accounting for approximately 15 per cent of exported wine value in 2018-19.
While the US market might be the most attractive, it is also a difficult and challenging market. This is due to a number of factors including the declining number of wine consumers, large amount of competition in alcoholic beverages and its very complex and highly regulated distribution system.
Opportunities exist for Australian winemakers in this market, particularly in the premium wine segment, which is expected to grow in 2019 despite the overall market being flat.
Conducting research on USA trade and consumers has also been useful in highlighting four key opportunities for Australian wine. Taking advantage of these findings will help shift the needle towards increasing consumer demand for Australian wine, improving access, building awareness and changing quality perceptions.
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