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STATUS QUO

Statistics

are boring, but they have accurate data

My uncle was a firefighter, and one of his favourite proverbs was: Before you start to extin-
guish the fire, it‘s good to know what‘s burning.
So, let‘s look at the results of research, statistics, and studies, how the field of alcoholic be-
verages, especially wine, the on-trade and off-trade businesses are currently running.
The IWSR (International Wines and Spirits Record Drinks Market Analysis), newly connected
with the Wine Intelligence London, is the most trusted, accurate and widely used source for
beverage alcohol trends in the world. They help their clients benchmark performance, identi-
fy market entry opportunities, and stay on top on innovation for product development. Could
be interesting for you to become a member! Serina Aswani, an IWSR Head of Content and Bu-
siness Developments regularly provides our office with the latest statistics, trends, and news.
Maybe you can choose from them as well. Another used source in this part of our e-Book are OIV
(L‘Organisation Internationale de la Vigne et du Vin / The International Organisation of Vine and
Wine), Statista Inc., CGA (standing for Curren Goodden Associates), AABRS (standing for Compa-
ny Debt Limited), and Wine Institute, California.
SHORT-TERM GROWTH LONG-TERM FALL
L
I
od
o
According to the FDA (The US Food In the sector, the losses caused by the for-
ced closure of bars and restaurants were far
and Drug Administration), more than ce ce d
d
han
han
v
half of Americans aged 18 and over er f from offset by an increase in sales of alcohol
ro
i
r
n
(55.3%) drink alcohol during the cri-- i in shops and e-shops. In this field, there was
sis, a quarter of whom drink more a critical decline in 2020 (although the lock-
than 4 glasses a day, and 5.8% of down was announced to varying degrees
respondents said „alcohol disor- by the governments of countries and states)
der” from mild to severe drunken-
ness. Guess, which is the top selling wine brand in the
The IWSR considers this short- world? Barefoot Wine, E.J. Gallo, Global Sales:
-term wave of growth to be an 22.5 millions a year. Barefoot Wine was intro-
excess caused by an emergency duced in 1986 by Michael Houlihan & Bonnie
and fear of it. On the contrary, it Harvey. Barefoot is a brand whose slogan is “Get
assumes that there will be a mar- Barefoot and Have a Great Time!” Barefoot’s wi-
ked decline with reassurance and nemaker Jennifer Wall produces 17 unique vari-
that the previous year‘s (2019) le- etals and blends: Zinfandel, Shiraz, Merlot, Pinot
vel of alcohol trade will not return noir, Cabernet Sauvignon, Pinot grigio, Sauvig-
for another 5 years, if at all. non blanc and Chardonnay to name just a few.
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