Overview
In line with the global trend, the population of premium wine drinkers in the US is declining year-on-year as these consumers leave the category or moderate their drinking behavior. However, though they are fewer in number, US premium consumers are driving volume growth in the US market and are forecasted to continue doing so over the next few years.
Our Premium Wine Drinkers in the US 2021 report contains a detailed analysis of our three US distinct premium segments: Popular Premiums, Super Premiums and the Ultra Premiums. The report dives into their combined and individual behaviors within the wine category, supplemented by inputs from consumers in each group for a detailed characterization of each segment.
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Methodology
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