Premiumization Drives Wine During Memorial Day

Dear Client: Wine sales spiked during Memorial Day this year, but what was driving the growth may surprise you. Yes, Moscato and blends certainly played their part, but so did a number of more traditional varietals. The most noteworthy trend was that people were trading up to premium and above offerings, which bodes well for the future of the industry. Still, it's evident that promotions and discounting played a part. Table wine grew dollar sales by almost 7%, while volumes