A new report by market research firm Wine Opinions indicates that high-frequency and high-end wine consumers are drinking lot of craft beer but that it’s not necessarily taking away from or detracting from their wine drinking. The report shows that high-frequency wine consumers who are also high-end wine buyers are decreasing their intake of domestic premium beer, domestic super-premium beer, and/or spirits while increasing their consumption of craft beer as well as increasing their consumption of wine.
“From what this study can see, the answer is no, (craft beer) is not taking share,” John Gillespie, the president of Wine Opinions said. “We have people that are drinking a lot of craft beer, but it’s mostly driven by people who are wine drinkers. But it’s not necessarily taking away from or detracting from their wine drinking.”
While 101 million U.S. consumers drink wine at least occasionally according to the Wine Market Council, 34 million are considered high frequency wine drinkers, responsible for more than 85 percent of all wines consumed. Out of this group, 11 million high end wine buyers are really driving the bus: They’re responsible for buying 90 percent of all wines priced above $20 and 40 percent of all wines priced between $10 and $20. These are the people that are really and truly into craft beer.
“Where that goes in the future is the imponderable,” Gillespie said. “This is a new phenomenon."
Based on a survey of nearly 1,000 high frequency wine drinkers (those who drink wine, on average, either daily or several times a week), the report details the consumption frequencies and trends among this population of 34 million consumers. The beer and spirits usage of high-end wine buyers (those high frequency wine drinkers who buy wines costing over $20 on a monthly or more often basis) is also featured in the report. The rise in popularity of craft beers is a focus, with details on the correlations of wine and craft beer consumption and the perceived attributes of craft beers that are driving this trend. Respondents who are craft beer drinkers describe in open-ended comments the factors behind their preference and growing usage of craft beers. Spirits consumption is detailed by spirits type, and the top brands for each type are sorted into “most frequently purchased” and “favorite brand” categories.
The report is available for $495. Custom data analysis and tabulation is available on request.