Napa Valley Winery (© Don Mace | Dreamstime.com)

Changing demographics, a weakened dollar and health benefits have all contributed to the growth of domestic wine sales in the U.S. for the fifteenth consecutive year, according to the recently released 2009 Wine Handbook.

Overall wine consumption in the U.S. rose 0.9% percent in 2008 to 294.7 million 9-liter cases. Although the growth rate has slowed slightly due to the current recessionary environment, consumers have become more frugal with their purchases, trading down toward value-priced wines in both the on-and off-premise wine purchases.

In more good news for American winegrowers, changing demographic trends cited in the 2009 Wine Handbook are favorable for the wine industry. The 70 million people that make up the "Millennial" generation (age 21 to 30) are changing perceptions of wine. This generation is not as sophisticated about wine as preceding generations and is willing to experiment with wines at lower price points.

Another factor accounting for the rise in U.S. wine consumption is the weakened dollar which has driven up prices of imported wine selections. This has triggered an increase in sales among domestic vintages that are priced more competitively.

"Imported wines dropped 1.8 %, while domestics rose 1.9% -- a stark contrast to the recent trend when imported table wines fueled not only the growth of that sector, but of the entire industry," says Eric Schmidt, manager of information services for the Beverage Information Group based in Norwalk, Connecticut.

In addition, continued association between moderate wine consumption and decreased risk of heart disease, cancer and stroke remains a key driver of wine's popularity among an increasingly health-conscious society.

The 2009 Wine Handbook is produced by the Beverage Information Group, a leading source for U.S. wine sales and consumption trends. It includes wine consumption analysis; the top 50 metro markets; supplier performance; advertising expenditures; consumer drinking preferences; and economic/demographic data.

If you’d like to read the press release on which this item was based go to: U.S. Wine Consumption Continues to Grow

To view previous posts on the health benefits of moderate wine consumption go to:

1. Scientists Believe Red Wine Can Slow Aging
2. Drink Red Wine & Eat Dark Chocolate Everyday for a Long & Healthy Life
3. Drink a Glass of Red Wine for a Healthy Heart
4. Drink Wine for Healthy Teeth

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