Market Insights Report | 2021 Oregon Wine Performance in Off-Premise Retail and DtC

Sales of Oregon wine at retail continued to outpace the total category and outperform other major domestic wine producing states.

To dig a little deeper, the OWB worked with Danny Brager of Brager Beverage Alcohol Consulting to create a report on 2021 and early 2022 off-premise retail sales based on commissioned NielsenIQ data. The report also includes Sovos ShipCompliant/WVA data on DtC shipments, which measure volume shipped to consumers but does not include purchases made in tasting rooms. Note that any year-over-year sales volume or dollar comparisons in the report show 2021 vs. 2019 to reflect normalcy due to significant COVID channel shifting. This report includes:

• An overview of bigger picture wine trends and influencing consumer factors
• The performance of Oregon versus the total wine category – in total, by price tier, and by varietal
• The performance of Oregon table wine versus California and Washington table wine and total wine in select U.S. markets
• Comparative data on Oregon’s performance versus the total wine category in Oregon vs the balance of the country by price segment
• Growth rates and market share of Oregon wine in its home market compared to the balance of the country
• Data on Oregon’s growth in the DtC market relative to other major wine producing states, and regions within California

The Nielsen data reflects about 35.5% of all Oregon wine sold globally. Separately, for DtC shipments Sovos Ship Compliant reported 560,000 cases of Oregon wine shipped domestically. The information in this report can provide directional indication of the vibrancy of a market’s premium wine category and Oregon’s position within it. Depending on your business goals, these data can be used to augment sales presentations to distributors and retailers or used in conjunction with other market intelligence to develop your market expansion plans.

Download the report (PDF)