IN EUROPE WINE CONSUMPTION CONTINUES TO FOLLOW A RELENTLESS NEGATIVE TREND, BUT THE USA IS "CELEBRATING" 20 YEARS OF GROWTH. IN 2013, 36.3 BILLION DOLLARS IN WINE, WAITING FOR THE NEW GENERATION BOOM

In Europe wine consumption continues to follow the relentless downward trend started years ago, while the U.S. will "celebrate" 20 years of consecutive growth. Twenty years, between 1993 and 2013, during which wine purchases of American aficionados have practically doubled, reaching 3.38 billion hectoliters last year, 3% increase in volume and 5% in value compared to 2012, according to the California branch of "The Wine Institute".
In 2013 Americans spent something like 36.3 billion dollars on wine retail purchases most of which, of course, on the millions of bottles that arrive each year from its exceptional partner, Italy. Imports to the U.S. earned 1.07 billion euros (+7.1% on 2012), 2.95 million hectoliters (according to Ismea data) for Italian wine producers. The average price per bottle was 8.06 US Dollars, taking into account also wine sold in bag-in- box and 5 liter "coolers". Following the 2012 recession (the first time since 2001), California came roaring back with 3% growth in volume and 4% in value, confirming an important record in a country historically importer, where house wine still represents 57% of sales by volume, and 64 % in value, a sign that the American vineyard is in excellent health, as demonstrated by the huge commercial success of the much-anticipated 2012 vintage. Among the wines drunk, Chardonnay is still in first place, with 20% of total purchases, followed by, according to Nielsen data, Cabernet Sauvignon (13%) and Merlot (9%), but also Moscato and Malbec are very popular, along with many others.
The proof is that the U.S. Tax & Trade Bureau approved approximately 99.000 new wines, almost all from abroad. The U.S. is still very attractive, and average consumption shows plenty of room for improvement, especially if the Millenial generation, once they take the reins of the company, will also want to drink well, which is still mostly the priority of a mature female audience.