Butterfly Creek Winery located in Mariposa, California
July 26, 2021 - SAN FRANCISCO – California wineries experienced an increase in sales by volume in 2020, with 240.3 million cases shipped within the United States, up 1% from the previous year, totaling an estimated retail value of $40 billion. California wine sales to all markets, including shipments to the U.S. and export markets, were 279.2 million cases in 2020, up 2% by volume from 2019, according to wine industry expert Jon Moramarco of bw166 and Gomberg, Fredrikson & Associates.
“Shipments of California wine were up slightly in 2020, demonstrating the continued interest in the diverse and high-quality wine the Golden State has to offer consumers domestically and abroad,” said Robert P. Koch, president and CEO, Wine Institute. “As the global pandemic recedes, we are optimistic that increased travel to wineries and in-person dining at restaurants will yield growth in both value and volume.”
“California wine continues to do well among consumers, despite the drastic halt of on-premise sales and the significant shift of purchasing behaviors to online, grocery and wine stores, as a result of COVID-19 shutdowns,” said Jon Moramarco, bw166 and Gomberg, Fredrikson & Associates.
“With closures and restrictions in bars and restaurants across most of the U.S. in 2020, alcohol volume experienced a tremendous movement to traditional retail stores including grocery and liquor stores,” said Danelle Kosmal, vice president, Nielsen’s Beverage Alcohol Practice Area. “As consumers shifted nearly all their drinking occasions to at-home consumption, alcohol’s growth in off-premise channels included wine value increasing by 18% and volume increasing by 12.5%. Sparkling wine also outperformed table wine by a 9% margin, growing 25% and 16% respectively.”
According to NielsenIQ data, wine varieties that performed well in 2020 include Sauvignon Blanc (+26.3% dollar growth in NielsenIQ off-premise channels), rosé (+23.9%), Pinot Noir (+18.5%), red blends (+18.5%), Cabernet Sauvignon (+17%).
The U.S. Wine Market
The U.S. remains the world’s largest wine market and is the fourth-leading wine producer worldwide. Wine shipments to the U.S. from California, other states and foreign producers reached 435.1 million cases in 2020, with an estimated retail value of $66.8 billion.
California’s 240.3 million cases shipped within the U.S. in 2020 represents 55% of the total U.S. wine market.
Total shipments of sparkling wine and champagne to the U.S. from all production sources reached 28.5 million cases in 2020 and sparkling wines/champagnes accounted for a 6% share of the U.S. wine market.
(In millions of 9-liter cases)
| Year | California Wine Shipments to All Markets in the U.S. and Abroad2 | California Wine Shipments to the U.S. Market2 | Estimated Retail Value of CA Wine to U.S.3 |
|---|---|---|---|
| 2020 | 279.2 | 240.3 | $40 billion |
| 2019 | 272.9 | 239.1 | $43.6 billion |
| 2018 | 286.5 | 248.8 | $41.2 billion |
| 2017 | 283.9 | 245.1 | $40.5 billion |
| 2016 | 281.9 | 241.2 | $37.8 billion |
| 2015 | 279.1 | 234.6 | $36.5 billion |
| 2014 | 277.4 | 232.8 | $34.7 billion |
| 2013 | 265.8 | 221.1 | $31.7 billion |
| 2012 | 256.7 | 214.2 | $31.8 billion |
| 2011 | 270.1 | 224.1 | $31.3 billion |
| 2010 | 254.7 | 210.1 | $30.8 billion |
| 2009 | 255.7 | 213.4 | $31.5 billion |
Sources: BW166/Gomberg-Fredrikson & Associates. 2018 volumes include final data. Minor historical volume adjustments due to bulk calculation methodology. Dollars revised for some Bureau of Economic Analysis (BEA) on-premise changes and refinement of Control States revenue.
1 Includes table, sparkling, dessert, vermouth, other special natural, sake and others. Excludes cider.
2 Excludes bulk imports bottled in California.
3 Estimated retail value includes markups by wholesalers, retailers and restaurateurs.
(Wine shipments in millions of 9-liter cases from California, other states and foreign producers entering U.S. distribution)
| Year | Table Wine1 | Dessert Wine2 | Sparkling Wine/ Champagne | Flavored Wine Products | Total Wine | Total Retail Value3 |
|---|---|---|---|---|---|---|
| 2020 | 334.3 | 40.5 | 28.5 | 31.8 | 435.1 | $66.8 billion |
| 2019 | 319.6 | 39.7 | 29.3 | 18.2 | 406.8 | $74.5 billion |
| 2018 | 321.5 | 40.1 | 27.7 | 15.4 | 404.6 | $71.4 billion |
| 2017 | 321.9 | 40.5 | 26.4 | 14.9 | 403.7 | $69.5 billion |
| 2016 | 315.9 | 41.2 | 24.4 | 16.2 | 397.8 | $65.2 billion |
| 2015 | 309.6 | 40.2 | 21.7 | 15.1 | 386.6 | $62.5 billion |
| 2014 | 308.3 | 34.6 | 19.8 | 15.1 | 377.8 | $59.7 billion |
| 2013 | 310.1 | 31.6 | 18.4 | 16.1 | 376.2 | $56.7 billion |
| 2012 | 301.3 | 30.3 | 17.5 | 17.8 | 366.9 | $55.6 billion |
| 2011 | 292.0 | 31.4 | 17.2 | 15.6 | 356.2 | $52.6 billion |
| 2010 | 275.3 | 28.9 | 15.3 | 16.1 | 335.6 | $49.8 billion |
| 2009 | 269.1 | 27.2 | 13.9 | 13.6 | 323.8 | $47.8 billion |
Sources: Wine Institute, Department of Commerce, Estimates by BW166/Gomberg, Fredrikson & Associates. Preliminary. History revised. Excludes exports. Excludes Cider. Totals may not add up exactly due to rounding.
1 Includes all still wines not over 14 percent alcohol, including bulk imports bottled in the U.S.
2 Includes all still wines over 14 percent alcohol and sake, including bulk imports bottled in the U.S.
3 Estimated retail value includes markups by wholesalers, retailers and restaurateurs. Includes on- and off-premise expenditures.
About Wine Institute
Established in 1934, Wine Institute is the public policy advocacy group of 1,000 California wineries and affiliated businesses that initiates and advocates state, federal and international public policy to enhance the environment for the responsible production, consumption and enjoyment of wine. The organization works to enhance the economic and environmental health of the state through its leadership in sustainable winegrowing and a partnership with Visit California to showcase California’s wine and food offerings and the state as a top travel destination.
Source: Wine Institute
