Red Wines to Outsell White Wines This Year

In United States, Syrah leads all red varietals in sales growth

Posted: November 16, 2005

For the first time since 1976, Americans are expected to drink more red wine than white in 2005, according to the recently released 2005 edition of The U.S. Wine Market: Impact Databank Review and Forecast. U.S. consumption of red wine is projected to increase 6 percent this year to 107 million 9-liter cases.

Consumption of white wine is also expected to rise this year in the United States, though with a more modest 3 percent increase to 106 million cases, while consumption of rosé, or blush wine, is projected to decline 4 percent, according to the 600-page report.

The white-wine cocktail boom of the late 1970s and early 1980s fueled the dominance of white wine until wine coolers had their heyday in the mid- to late-'80s. When wine coolers started to decline, both red and white wines resumed their growth. The current success of red wine in particular can be attributed to American consumers' increasingly sophisticated palates, expanding knowledge of wine and willingness to experiment with a wider variety of wine styles. Drinking red wine has also been linked favorably in numerous medical studies to various health benefits, such as a reduced risk for both cardiovascular disease and certain cancers.

Most of the growth in the consumption of red wine in 2005 is projected to come from sales of varietals, both domestic and imported. In particular, Syrah, also called by its Australian name Shiraz, is expected to increase 11 percent this year to nearly 10 million cases. Merlot, Cabernet Sauvignon and Pinot Noir will also continue to perform well, as will red varietal blends, such as Australian Shiraz-Cabernet, according to Impact Databank, which is owned by M. Shanken Communications, the parent company of Wine Spectator.

Among white wines, Chardonnay continues to lead the pack, especially among imported wines, once again surpassing sales of Pinot Grigio. Chardonnay consumption is projected to grow more than 5 percent in 2005, to 59 million cases, with Pinot Grigio, or Pinot Gris, and Sauvignon Blanc also performing well.

The lone bright spot for blush wine last year was White Merlot, which rose 16 percent to 1.3 million cases, while the much larger selling White Zinfandel category declined 2 percent.

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The annual U.S. Wine Market analyzes the latest trends in the wine industry. Containing more than 400 tables, graphs and maps, the expanded edition for 2005 consists of results through 2004, the first look at brand forecasts for 2005, projections by origin and category through 2015 and comprehensive charts of varietal and generic wine trends by color and type. The study also provides volume data for 500 brands since 1980, rankings of the top 100 wine brands and the top 25 marketers, and much more.

For more information about The U.S. Wine Market, priced at $895, and other Impact Databank reports on beer, distilled spirits and the global drinks market, contact Elisa Trapani at M. Shanken Communications, 387 Park Avenue South, New York, NY 10016; by phone at (212) 684-4224, ext. 339; by fax at (212) 779-3366; or by e-mail at etrapani@mshanken.com. For a comprehensive table of contents and a detailed listing of tables and charts, or to print an order form, visit www.impactdatabank.com/usreports.