First, Nielsen reported that 42 percent of all wine sold in the U.S. is sold in supermarkets. Then IRI, which also also tracks consumer purchases, reported that wine was the seventh biggest selling item (in dollar terms) in U.S. supermarkets in 2014. Call it one more piece of evidence pointing to the grocery store wine revolution.
Yes, part of that sales ranking is because wine is more expensive than most grocery store merchandise. But even allowing for the higher prices, says my supermarket consultant, this is the kind of change that transforms an industry. The increase in sales in dollars was greater than the increase in the number of bottles sold, which means grocery store wine shoppers are buying the more expensive wine that they used to buy in liquor stores and wine shops. Given that wine sales in the U.S. have been flat for a couple of years, that should terrify every wine shop owner in the country.
More thoughts about the grocery store wine revolution:
• Wine was ranked ahead of cold cereal (No. 8), coffee (No. 11, and also relatively expensive), bacon (No. 17), dog food (No. 27), and diapers (No. 92).
• Keep in mind that wine did this well despite three tier’s sales restrictions — reduced hours for purchase in many states, and that it isn’t sold in supermarkets in key states like New York and Pennsylvania.
• Wine sales were 37th in the number of items sold, despite its higher prices. That may be the most mind boggling fact, given that wine in grocery stores was almost unheard of when I started drinking wine in the early 1980s.
• Wine sales increased 5 1/2 percent in dollar terms, also impressive given its higher price.
For more on grocery store wine:
• How to by wine at the grocery store
• Why grocery stores love wine
• Wine education: Four things you don’t needs to know about wine