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On-premise wine consumers traded down from bottles to glasses in 2012

On-premise wine consumers traded down from bottles to glasses in 2012, with Sauvignon Blanc and Pinot Noir gaining share at the expense of Chardonnay and Cabernet Sauvignon.

FOR IMMEDIATE RELEASE

LEESBURG, VA (January 22, 2013)

According to GuestMetrics, based on its proprietary database of POS transactions of over $8 billion dollars in transactions and over 250 million checks from restaurants and bars across the United States over the past two years, there was a dramatic change in consumption of wine in on-premise during 2012, with a large shift in consumption from bottles to glasses. 

“Comparing 2012 against 2011, we see that the number of wine bottles ordered in restaurants and bars declined 13%, while the number of wine glasses increased by 4%.” said Bill Pecoriello, CEO of GuestMetrics LLC. “Given the large difference between the price, with the average bottle costing over $43 and the average glass costing $9.60, we believe this shift was driven by a consumer base that is still feeling pressure from a sluggish economic recovery, not to mention the unusually high level of uncertainty towards the end of the year with specter of the fiscal cliff.”  In total for 2012, wine by the bottle represented 13% of wine items ordered (vs. wine by the glass which represented 87% of wine orders), but given the significant difference in pricing, wine by the bottle accounted for 41% of total wine sales (vs. 59% for wine by the glass).

“Based on this large difference in performance between wine by the glass versus wine by the bottle, wine by the glass gained 220 basis of share of the wine category in 2012,” said Peter Reidhead, VP of Strategy and Insights at GuestMetrics.  “Furthermore, looking at the drivers of sales in more detail, we see that the price of the average bottle of wine sold increased by 9% versus the more modest price increase of 3% for wine by the glass, which may have been part of the exodus from wine by the bottle during 2012.” 

“In terms of varietals, there were also some noteworthy shifts in the wine category in 2012,” said Brian Barrett, President of GuestMetrics. “The varietals that gained the most share of the wine category were Sauvignon Blanc, Pinot Noir, and Malbec, while at the other end of the spectrum, the varietals that lost the greatest share of the category relative to 2011 were Chardonnay, Cabernet Sauvignon, Merlot, and Pinot Grigio. Despite the loss in share for those varietals they still held the top spots for 2012.  The top 5 varietals for 2012  were Cabernet Sauvignon, Chardonnay, Pinot Grigio, Merlot and Sauvignon Blanc.  In our minds, this underscores the importance of restaurateurs as well as suppliers having an up-to-date understanding of the constantly shifting tastes of the consumer, in order to make sure their menus and brand portfolios best meet those changing demands.”      

About GuestMetrics LLC

GuestMetrics, LLC is revolutionizing how the hospitality industry operates.  Despite the dawn of the Digital Age having begun more than three decades ago, the hospitality industry essentially functions the same way it did centuries before.  GuestMetrics has cracked the code by collecting data from tens of thousands of restaurants and turning billions of raw transactions into intelligible data that is fundamentally transforming the business operations of everyone from the independently-owned bar/restaurant on the corner, to multi-national chains, to the food & beverage companies that supply them.  Please visit www.GuestMetrics.com for more information and to arrange for a free demonstration.