Off-Premise Wine Sales Slightly Decrease in November versus Same Period Last Year
Off-premise wine sales typically jump in November, the first half of the crucial holiday sales season. They jumped again this year but only to a level slightly below their level in November 2008. According to The Nielsen Company-tracked data, wine sales declined 0.3 percent from the same period last year in the four weeks ending December 12. This is the first half of the crucial holiday sales period which includes Thanksgiving sales. The second half of the holiday sales data, including Christmas and New Years data, will be available at the end of the month.
All of the growth that took place was in sales of domestic wines. Year-on-year, domestic wine sales grew 1.9 percent while imports fell 5.6 percent in the 4 weeks ending December 12. Domestic sales increased 4.7 percent while imported wine declined 1 percent in the 52 weeks ending December 12.
The growth in total wine sales varied by price point with most of the growth in the $3 to $5.99 and $9 to $11.99 price segments. Year-on-year, wines retailing for $3 to $5.99 grew 4.1 percent in the 4 weeks ending December 12 while wines in the $9 to $11.99 price segment grew 2.8 percent in the same period.
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