Three Liter Wine Cask Sales Growing

Not only are less expensive wines selling better in this challenged economy, but so are bulk wines. Consumers are looking to stretch their dollars further by purchasing casks of table wine over individual bottles.

At least this is the contention of one newspaper.

Under the headline, "Three-Liter Wine Sales On The Rise," The Napa Valley Register writes:

"While overall U.S. wine growth rates show some signs of slowing down, 3-liter premium wine casks show double digit growth, according to the Nielsen Company. Despite the economy worsening in the last quarter of 2008, premium wine casks grew at a rate of 32 percent."

"Nielsen data indicate that overall, table wine, the dominant wine segment, grew at 4.4 percent on a dollar basis in 2008, compared to the 3-liter premium wine cask segment, which grew 31 percent. Table wine growth in the last 13 weeks of 2008 slowed somewhat to 2.8 percent. Total table wine sales represent $9.6 billion, while 3-liter premium wine cask sales represent $110 million3."

"Nielsen also reported that while 38 percent of U.S. households purchase wine during the year, fewer than one percent of households purchase 3-liter premium wine casks, indicating significant upward growth potential for wine manufacturers and retailers.The 3-liter premium wine cask segment is best developed among $70,000-plus income households, and is popular among male head of households."

"Eighty percent of 3-liter premium wine casks sold are chardonnay, pinot grigio, cabernet and merlot."

“In today’s economy, consumers are seeking value without necessarily compromising quality, and this contributes to the premium wine cask success,” said Danny Brager, a Nielsen Company vice president. “Consumers see premium wine casks as more value for their money, as it holds the equivalent of four standard wine bottles. In addition, the package stays fresher longer once opened, and offers added environmental benefits.”

You can read the rest of the story here.