Issue link: https://read.uberflip.com/i/383377
M E T R I C S M E T R I C S S an Rafael, Calif.—Cabernet Sauvignon solidified its position as the No. 1 red wine varietal in off- premise sales during the 52 weeks ending Aug. 10. Its sales rose in all price segments from $5 up, according to IRI, the Chicago, Ill.-based market-research company. Cabernet sales during the 52-week pe- riod rose 10% overall, including domestic and imported brands, for a gain of $121 million in the stores tracked by IRI. Rates of growth for Cabernet were also higher than a year ago in five out of six price cat- egories. The most striking growth came in the $11-$14.99 segment, which totaled $54 million higher in the multiple-outlet and convenience stores monitored by IRI. That price range, which is dominated by some of the least expensive Caber- nets from California's coastal counties and Washington's Columbia Valley, and some of the more expensive from inland California, grew by 23% compared to an already hot 13% growth rate during the previous 52-week period. Sales of Cabernet in the priciest segment reported by IRI—$20-plus—increased nearly as fast, but from a much smaller base. These increased by $17 million, representing a change of 22%. Between those two categories, the $15-$19.99 Cabernets slowed their growth from 8% last year to 4% this year. It meant that the highest priced Cabernets as a segment were within striking distance of overtaking sales of those priced at $15-$19.99. For the most recent four-week reporting period, domestic table wine and spark- ling wines combined increased by 5%, according to Wines & Vines' analysis of IRI data. That reflects a slowing from 6% during the 52-week period. —Jim Gordon W i n e s & V i n e s O C T O B e R 2 0 1 4 11 TTB LABEL APPROVALS Low per-label costs Gov't. Liaison Negotiations or Footwork Reasonable Hourly Rates TRADEMARK SEARCHES As Low as $185 Your trade names or designs are searched at the U.S. Patent Office to help establish valuable ownership or avoid costly legal liability. Over 100 years' total staff experience handling every government liaison need for industry. Phone or write for details. 200 N. Glebe Rd., Suite 321 Arlington, Virginia 22203 Phone: (703) 524-8200 Fax: 525-8451 TOLL-FREE 1-800-642-6564 Major Credit Cards Accepted www.trademarkinfo.com Since 1957 GovtLiaison_Dir08 11/29/07 2:00 PM Pag Growth of Off-Premise Cabernet Sauvignon by Price Segment Includes domestic and imported, 52-week sales ending Aug 11, 2013, and Aug. 10, 2014, at multiple outlet and convenience stores. Source: , Wines & Vines Percentage 25% 20% 15% 10% 5% 0% -5% n 2013 n 2014 <$5 $5-$7.99 $8-$10.99 $11-$14.99 $15-$19.99 $20-plus -4% 0% -2% 1% 9% 13% 19% 8% 9% 23% 22% 4% Includes domestic and imported, 52-week sales ending July 13, 2014, multiple outlet and convenience stores. Includes domestic and imported, 52-week sales ending Aug 10, 2013 and Aug. 10, 2014, multiple outlet and convenience stores. Off-Premise Cabernet Sauvignon Sales by Price Segment $ Milions $350 $300 $250 $200 $150 $100 $50 $0 Includes domestic and imported, 52-week sales ending Aug 11, 2013, and Aug. 10, 2014, at multiple outlet and convenience stores. n 2013 n 2014 <$5 $5-$7.99 $8-$10.99 $11-$14.99 $15-$19.99 $20-plus Source: , Wines & Vines $129 $335 $321 $233 $101 $78 $127 $337 $349 $287 $104 $95 Cabernet Sauvignon Sales Up 10% in Off-Premise Channel