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From: lewis.perdue@wineindustryinsight.com

Subject: NIELSEN: Most Off-Premise Price Segments Gain, But Per-Bottle Prices Drop - DECEMBER 22, 2010 - WINE INDUSTRY INSIGHT

Date: 2010-12-22 16:46:17

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NIELSEN: Most Off-Premise Price Segments Gain, But Per-Bottle Prices Drop


December 22, 2010

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NIELSEN:  Most Off-Premise Price Segments Gain, But Per-Bottle Prices Drop - DECEMBER 1, 2010 - WINE INDUSTRY INSIGHT

After two months of struggling, wines selling for more than $20 have regained the top spot for dollar volume increases in off-premise sales, according to scanner data from The Nielsen Company for the four-week period ending Nov. 13, 2010. Overall sales were also up from the past period -- 5.3 percent -- with U.S. wines gaining 7 percent and imports up 1 percent. Most per-bottle prices, however, have declined.

nielsenwii-4wk-111310-xls

OVERALL PRICE SEGMENT GROWTH HIDES DECLINES IN MOST AVERAGE BOTTLE PRICES

Five of the seven price segments gained dollar volume, but all but the $20+ price segment showed decreases in the average bottle prices over last month, and for the year. Price gainers (by average bottle price) were:

  • $26.22, dollar volume up 12.4% and average bottle price up $1.06 from last year. The average bottle price is also up from last month's average of $26.06.
  • $10.01, dollar volume up 12.1% and average bottle price down $0.22 from last year. The average bottle price is also down from last month's average of $10.17.
  • $16.29, dollar volume up 11.3% and average bottle price down $0.10 from last year. The average bottle price is also down from last month's average of $16.63.
  • $12.69, dollar volume up 7.3% and average bottle price down $0.25 from last year. The average bottle price is also down from last month's average of $12.71.
  • $4.78, dollar volume up 5.2% and average bottle price down $0.03 from last year. The average bottle price is down from last month's average of $4.82.
Losing both price and dollar volume were:
  • $2.22, dollar volume down 2.6% and average bottle priced about the same as last year. The average bottle price is down from last month's average of $2.23.
  • $7.04, dollar volume down 2.1% and average bottle price down $0.18 from last year. The average bottle price is down from last month's average of $7.13.
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