Wine Sales Rise Led by New Generation of Value Shoppers

Strong sales from the 3L premium priced box wine brands are up +18%. Data shows the casual drinker is less concerned about package format than they were five years ago. Similar to how consumers adopted screw-top, they are now adopting premium wine casks.

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Octavin Home Wine Bar's Global Artisan Collection

The Gen Y consumer today is adopting premium wine casks which provide them with outstanding value: premium wine in unique packaging at a fantastic price.

San Francisco, CA (PRWEB) March 21, 2011

The country's 17th straight increase in annual wine sales was led by Gen Y adult wine drinkers according to Gomberg, Fredrikson & Associates, a major industry consulting firm. Wine consumption in the U.S. climbed two percent to 329.7 million 9L cases in 2010, a strong increase despite a difficult economy.

Looking at the numbers, strong sales from the 3L premium priced box wine segment brands are up +18%.¹ “Wine is really gaining traction in the U.S., it’s becoming an accepted part of everyday life,” Jon Fredrikson, principal said.

According to Todd Ziegenfus, Senior Marketing Director, Underdog Wine Merchants (UWM) which offers the 3L Octavin Home Wine Bar collection, “The Gen Y consumer today is adopting premium wine casks because it provides them with outstanding value: premium wine in unique packaging at a fantastic price. Our data shows the casual drinker is less concerned about package format than they were five years ago. Similar to how consumers adopted screw-top, they are now adopting premium wine casks. We make every effort to reinforce this in our value proposition.”

To that point, social media activity helped drive U.S. wine volume past France to become the largest wine-consuming nation. Ziegenfus agrees, “Social media has played a role in educating new wine consumers so they make informed purchase decisions. Educating and giving consumer choice is extremely important so we will continue providing selection.”

According to Adam Richardson, Director of International Winemaking for Underdog Wine Merchants, “The wines from the Octavin Home Wine Bar Collection are sourced from pre-eminent and emerging winegrowing regions including Germany, Italy, New Zealand, France and Spain. These wines are crafted by a local artisan winemaker to be true to their varietal character, country of origin and unique terroir. We start with the very best grapes and use practices usually reserved for small lot wines including oak barrel aging or barrel and temperature controlled fermentation, which allows us to offer consumers distinctive wines at very affordable prices.”

New to the Octavin Home Wine Bar Collection are R. Mueller 2009 Riesling produced from grapes grown in the Landwein Rhein region of Germany and A Mano Pinot Grigio from Italy. Wines are distributed nationally with an SRP of $24.

For more information, visit http://www.octavinhomewinebar.com.

About Underdog Wine Merchants
Underdog Wine Merchants is the champion of the more interesting, albeit sometimes misunderstood or under-appreciated wines and wine styles; in a word, the “underdogs” of the wine world. They work with domestic and international winemakers to craft unique, esoteric wines that are distinctly characteristic of their origins and variety and bring wine lovers those true gems. The home of Cupcake Vineyards, flipflop, Big House and Darcie Kent Vineyards, their portfolio also includes wines from California, Washington, France, Italy, Germany, Australia, Argentina and New Zealand. For more information about Underdog Wine Merchants, visit http://www.underdogwinemerchants.com. Underdog wines, always the most interesting pick of the litter.

(1) Nielsen, $ Volume, Food, Drug Liquor Channels, 12 weeks ending Feb 5, 2011

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