Wine Consumers Trade Down

2009 CALIFORNIA WINE SHIPMENTS TO THE U.S. RISE MODESTLY:
RETAIL VALUE FALLS 3% AS CONSUMERS TRADE DOWN

SAN FRANCISCO – During the recessionary 2009 economy, California vintners shipped 467.7 million gallons (196.7 million cases) of California wine to the U.S. wine market in 2009, up a modest 0.2% compared to the previous year’s volume.  The estimated retail value of these sales was $17.9 billion, down 3% from 2008 as consumers traded down to lower-priced wines, according to wine industry consultants Gomberg, Fredrikson & Associates in Woodside.