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Domestic table wines dominate the wine scene in restaurants, bars and other on-premise locations, according to Technomic's 2013 BarTAB Report. Generating $10.8 billion in sales, domestic table wine volume grew 1.2 percent to reach 48.1 million 9-liter cases and account for 69.4 percent of total on-premise wine in 2012. By comparison, imported table wine volume has essentially been flat, the Chicago-based market research firm reports.
"Consumers see value in U.S.-produced wines,” said Donna Hood Crecca, senior director at Technomic, in a statement. “They appreciate their quality and are often familiar with the brands and appellations.”
As a result, competition is heating up among domestic wine producers for inclusion on restaurant wine lists, she says. "The majority of new wines that have come to market in 2012 and 2013 are table wines, and half are domestic wines from both major producers and smaller wineries,” she added. “Wine is now very competitive in restaurants and bars."
Sixty percent of consumers order wine once a month or more often in on-premise locations such as bars, restaurants, hotels and lounges, according to Technomic’s report. Slightly more women than men consume wine away from home at least once a month (63 percent vs. 58 percent), it adds.
For more information about on-premise wine consumption, view Technomic’s infographic here.