Wine Usage by Day of Week and Occasions Explored
St. Helena, CA (March 21, 2011) – A new study conducted by Wine Opinions offers tracking
data on high frequency wine consumers, comparing their purchasing and consumption
behaviors in 2010 versus 2009. The report – Core Track Volume 6 – presents the results of a
survey of the Wine Opinions consumer panel and focuses on wine preferences and sales by
price point and appellation in both the on and off-premise sectors.
The report also takes an in-depth look at wine consumption at home and on premise
by day of the week, time of day, and by a variety of “with and without” food occasions.
The study confirms that the trade-down trend from expensive wines continued in 2010, but also
that high-end consumers are stabilizing their purchases of $20 to $30 wines. “The market was
extremely volatile in 2010,” notes Christian Miller, the Research Director of Wine Opinions.
“Substantial numbers of high frequency and high end consumers are still reducing their
purchases of over $30 wines, especially classics such as Napa Valley Cabernet and Bordeaux.
Yet some consumers were returning to those categories, and there were strong positive trends
for wines from Oregon, Washington, and South America, as well as for Zinfandel, Sauvignon
Blanc, and Pinot Noir.”
The in-depth analysis of wine consumption at home and on premise (across days of the week
and by occasions both with and without food) shows strong signs of the increasing
incorporation of wine into everyday life. “Fully a third of all wine that high frequency wine
drinkers consume is on Monday through Thursday,” says John Gillespie, the Founder and CEO
of Wine Opinions.
“Not only are we seeing more wine being enjoyed on a casual, everyday
basis, but significant amounts of wine are being consumed without food at all, or while
preparing a meal, or with snacks. And the proportion of red wine consumed without food is
The Core Track Volume 6 report is available to members of the wine trade on the Wine
Opinions site at this link. The cost of the 44-page report is $495.