More drinkers buy California wines above $10 - figures

Shipments of California wine across the US hit record levels last year, as volumes rose 2% to 238m cases, at an estimated retail value of US$34.1bn.

The increases mean that California wine shipments have gone up by nearly 25% over the past decade, said Jon Moramarco, founder and managing partner of BW166, which purchased The Gomberg-Fredrikson Report into the US wine market last year. The report is used by the California Wine Institute and US government.

‘The growth trend has been driven by population, which is up more than 12% over the last decade, and by the fact that baby boomers, traditionally the large population segment of frequent wine consumers, have been joined by millennials aged 21-38 who are also driving the growth in wine consumption,’ said Moramarco, in a statement released by California’s Wine Institute.

California wines priced at $10 and above are also on the increase, and now make up 19% of the market by volume, and 40% by value – while wines under $10 are flat or falling, despite still accounting for more than 80% of volumes.