4% van amerikaanse huishoudens hebben nu een wijnkelder of wijnkoelkast. 72% daarvan is sinds 2003 aangeschaft. De meeste hebben minder dan 30 flessen. Verkoop van wijnkelders is het afgelopen jaar 300% gestegen.
"Home Wine Cellars Go Mass Market" — More than 3 million home wine cellars have been purchased by American consumers since 2003:
4 percent of U.S. households now own some kind of wine cellar or cooler — 4.35 million households – 72 percent of these purchased since 2003. Most of the units are small, holding 30 bottles or less, and made in China (by Haier, the world’s second largest appliance company, which built its penetration of the US market around its wine cellars). Wine cellars may now be an $800 million market, with 80-90 percent of the sales under $200.
No longer just an elitist accessory for the ultimate wine geek, retailing of wine coolers has moved beyond the specialty stores to mass merchandisers.
Clearly something important is changing in the consumer’s wine buying patterns. For years the conventional wisdom held that almost all wine was consumed on the day of purchase. This is obviously no longer true for several million American consumers.
Sales of home wine cellars to American consumers through major chain and discount stores have increased by 302 percent according to AC Nielson scan data.
The ‘wine lifestyle’ is going mass market.
High-end wine cellars — the walk-in units selling for six figures — are also growing, by more than 100 percent annually.
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