In 2007, total US wine sales reached US$30 billion in 2007, making the United States the largest retail wine market in the world by value.  The growth in sales value has been stronger than volume growth, with many consumers now choosing bottles priced at more than US$15

In global terms, the United States ranks 31st for per capita wine consumption. While this lags significantly behind beer (84.3 litres per head in 2007), wine consumption showed a steady average annual growth of 2 percent in the period from 2000-2007. 

Demographic changes are thought to be leading shifts in consumer preferences for wine. The Adams Wine Handbook 2006 reported that the ‘millennial generation’ – representing over 70 million consumers aged 21-30 – are experimenting with different varieties at lower-price points, and show a strong preference for imported wines.

The Baby Boomer generation (77 million), with high disposable incomes and more sophisticated palates, are spending more on higher priced, premium wines.

The US market is an important one for New Zealand wine exports, representing New Zealand’s third largest market by value (NZ$175.5 million in the year ended June 2007) behind the UK and Australia.

The value of exports to the US also grew by 27 percent on the previous year, and the volume of wine exported to the US grew by 30 percent to reach 18.7 million litres.

While figures suggest an appetite for New Zealand wines, Kiwi wineries wanting to focus on the US market are warned that it takes targeted marketing to identify suitable business partners, and that a minimum of 18 months should be earmarked to do this.

The US market is also a mature and extremely complex one and there are no guarantees that suppliers will find importation and access to distribution in the US market.

Read the full report on the US wine market compiled by New Zealand Trade and Enterprise: US wine market July 2008 (PDF, 206KB)