According to DrinkTell™ U.S. wine consumption grew 1.64% last year from 356.4 million 9-liter cases to a little over 362.2 million—a respectable advance given the even more marginal changes in the three previous YOY comparisons.
Dominating the selling strategy are multi-faceted packaging innovations, creative new brand names, a push to higher price tiers, and a focus on Millennial consumers—while not forgetting their deep-pocketed elders. Treasury's just announced launch of a new super premium, Max's Range, with a colorful shrink wrap on the bottle intended to excite a younger generation is emblematic.
Industry marketing efforts have been as wide ranging as they are aggressive. Witness the sophisticated marketing of wine destinations in California's Mendocino Lake counties, Texas Hill Country and many other developed and developing areas, the steady growth of direct sales, and the lobbying-aided erosion of outdated blue laws and other restrictive legislation. Home delivery efforts are likely to become more and more important.
But while it's important to review the reasons given for the "why", we felt we could get a more comprehensive understanding by looking at hard numbers like those in DrinkTell™ at the "where." Where are the sales being made and where are they growing? The top 10 states, ranked by consumption were the same in 2016 as they were in each of the previous four years. Critter labels notwithstanding, there are concentrated markets of wine drinkers. Note that except for a twitch in New York, the most evident growth in this cohort is in California.