New research from Mintel forecasts a positive reversal of fortune for this year’s wine sales.

Finally, some news to which retailers can drink: After declining 3.2 percent last year, U.S. wine sales are expected to grow 2.1 percent in 2009, as America finally puts the worst of the recession behind it.

Despite last year's slump, research from Mintel International Group, Chicago, indicates the wine market expanded 20 percent between 2004 and 2009, thanks to strong growth in the value segment.

"Value wines have helped consumers rethink their perceptions about wine," said Sarah Theodore, Mintel senior food and drink analyst. "Domestic wines have proven to be somewhat recession-proof, and unpretentious, economy-priced wines are fueling recent sales."

In fact, Theodore continued, the poor economy has heightened consumer interest in lower-priced boxed wines, which seem to have shed their early reputation for poor quality.

"Marketers have an opportunity right now to really play up the benefits of this type of packaging and finally eliminate its 'cheap' image," especially among status-conscious young adults, she remarked.

According to Mintel, 35 percent of consumers aged 21 to 24 said they would drink boxed wine at home but not serve it to guests, compared to 19 percent of consumers of all ages. Similarly, 35 percent of 21- to 24-year-old wine drinkers said they believe the brand they choose reflects their status, compared to only 14 percent of all wine drinkers.

Although just over a third of respondents to a recent Mintel survey said they drink imported and domestic wines regularly (compared to almost half who said they drink beer), two-thirds reported that they drink wine on holidays and special occasions.

Source: PL Buyer