Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You and Your Team.

Learn More →

Trends and implications for Spanish wine sales in the US market

Trends and implications for Spanish wine sales in the US market Purpose – Spanish wine sales have grown quite rapidly in the US market during the past few years. The purpose of this paper is to examine this trend, discuss potential reasons, and identify opportunities for maintaining and increasing Spanish wine sales in the US market. Design/methodology/approach – The objectives are achieved by analyzing ACNielsen scan data from 2002 to 2005 and other secondary data on US wine consumers and trends. Findings – The results indicate that Americans perceive red Spanish wine quite positively and are moving up in price point expenditures. However, sales of Spanish white wines remain rather fixed at specific price points. In addition, Spanish wine is losing market share to other imported wines, except for certain price points, but is performing well against US wines. Practical implications – This paper suggests ten opportunities for maintaining and/or increasing Spanish wine sales in the US market. Many of these suggestions are also useful for other countries desiring to export wine to the US. Originality/value – This paper is one of the first of its kind to provide an in‐depth analysis of ACNielsen Scan data on Spanish wines sales in the USA. In addition, it provides extensive information on the US wine market, trends, and new market segments such as the Millennial and Hispanic markets. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Business Research Emerald Publishing

Trends and implications for Spanish wine sales in the US market

Loading next page...
 
/lp/emerald-publishing/trends-and-implications-for-spanish-wine-sales-in-the-us-market-EZgLYBGGJA
Publisher
Emerald Publishing
Copyright
Copyright © 2007 Emerald Group Publishing Limited. All rights reserved.
ISSN
1751-1062
DOI
10.1108/17511060710740352
Publisher site
See Article on Publisher Site

Abstract

Purpose – Spanish wine sales have grown quite rapidly in the US market during the past few years. The purpose of this paper is to examine this trend, discuss potential reasons, and identify opportunities for maintaining and increasing Spanish wine sales in the US market. Design/methodology/approach – The objectives are achieved by analyzing ACNielsen scan data from 2002 to 2005 and other secondary data on US wine consumers and trends. Findings – The results indicate that Americans perceive red Spanish wine quite positively and are moving up in price point expenditures. However, sales of Spanish white wines remain rather fixed at specific price points. In addition, Spanish wine is losing market share to other imported wines, except for certain price points, but is performing well against US wines. Practical implications – This paper suggests ten opportunities for maintaining and/or increasing Spanish wine sales in the US market. Many of these suggestions are also useful for other countries desiring to export wine to the US. Originality/value – This paper is one of the first of its kind to provide an in‐depth analysis of ACNielsen Scan data on Spanish wines sales in the USA. In addition, it provides extensive information on the US wine market, trends, and new market segments such as the Millennial and Hispanic markets.

Journal

International Journal of Wine Business ResearchEmerald Publishing

Published: Mar 27, 2007

Keywords: Wines; Spain; Pricing; Market segmentation; United States of America

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$499/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month