The latest research from The Nielsen Company indicates that sales growth of red wine “…outpaced sales growth of the total category by 40% in the 20 weeks ending March 10…”
According to Nielsen, the increase is directly related to two recent reports from prominent medical institutions (Harvard Medical School and the National Institute on Aging), each of which outline the potential health benefits of red wine. The report found that volume growth was strongest in Pinot Noir (+24%), followed by Cabernet Sauvignon (+12.9%) and Merlot (+5.3%).
We’ve written previously about the changing demographics of wine drinkers–Danny Brager, vice president, client service, Nielsen Beverage Alcohol, had this to say:
Both ends of the age spectrum have been drawn to wine in recent years. The younger, millennial generation, once a surer bet for domestic beers, are increasingly turning to wine and other adult beverages, while boomers and seniors, who often have significant discretionary incomes, may be especially interested in the health effects of red wine.
If red wine sales are indeed surging, this would seem to bode well for the Napa Valley, which is known for its killer Cabs. It will be interesting to see if red wine can continue this kind of growth in the coming months.