Domestic table wines dominate the wine scene in restaurants, bars and other on-premise locations, according to a new report from Technomic. Generating $10.8 billion in sales, domestic table wine volume grew 1.2% to reach 48.1 million 9‑liter cases and account for 69.4% of total on-premise wine in 2012. By comparison, imported table wine volume has been essentially flat, according to Technomic's 2013 BarTAB report.
"Consumers see value in U.S.-produced wines — they appreciate their quality and are often familiar with the brands and appellations," says Donna Hood Crecca, Senior Director at Technomic, who adds competition is heating up among domestic wine producers for inclusion on restaurant wine lists. "The majority of new wines that have come to market in 2012 and 2013 are table wines, and half are domestic wines from both major producers and smaller wineries. Wine is now very competitive in restaurants and bars."
Six in 10 (60% of) consumers order wine once a month or more often in on-premise locations such as bars, restaurants, hotels and lounges, according to BarTAB. Slightly more women than men consume wine away from home at least once a month (63% vs. 58%).[Source: "2013 BarTAB Report." Technomic. 16 Dec. 2013. Web. 18 Dec. 2013.]