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A recent Harris Poll has found that American wine drinkers (ie over-21s who buy and drink wine) would be willing to try wines produced in many countries in addition to the countries whose wines they normally drink.
For example, 73% of wine drinkers say they would consider buying Italian wine but only 44% say that they ever do so. Similarly, 52% say they would be willing to buy Australian wine although only 32% do so now. Substantial numbers of wine drinkers also say they would be willing to try drinking wine from countries which sell relatively little wine in the United States such as Poland, Bolivia and Israel.
Most Americans who buy wine do not do it often and they do not spend very much per bottle. 73% of wine purchasers say that they, or people in their household, only buy a bottle of wine once a month or less and, in most cases, the wine costs less than US$15 a bottle, with 31% saying that the last bottle of wine bought cost under US$10.
Almost all wine drinkers in the US (91%) sometimes buy or drink American wine. Fewer people drink wine from other countries with 44% sometimes buying or drinking Italian wine and 40% buying or drinking French wine. Other wines which are consumed by substantial proportions of wine drinkers include Australian wine (32%), German wine (23%) and Chilean wine (16%).
The survey strongly suggests that there are big opportunities for many wine producing countries to increase their sales in the United States. Many more people say they would consider buying wines from other countries than actually do so. For example, 73% of wine drinkers say they would consider buying Italian wine compared to the 44% who do so, and 64% would consider buying French wine compared to the 40% of wine drinkers who do so now.
However, the most interesting finding in this survey may be that many Americans would consider buying wines from countries which currently sell relatively little in the United States. For example, 25% and 24% of wine drinkers say they would consider buying wine from Poland and Bolivia, respectively, even though hardly anybody has ever actually bought or drunk wine from those countries. Even more people would be willing to try wine from Israel (28%).
The gap between those who have ever bought and those who would consider buying is substantial for each of the following countries:
'Last time you bought a bottle of wine approximately how much did you pay for a bottle?'
'Have you ever purchased a bottle of wine for personal consumption that cost at least $30?'
| Cost of Last Bottle Bought | % |
| $30 or more | 5 |
| $20–29 | 12 |
| $15–19 | 19 |
| $10–14 | 32 |
| Less than $10 | 31 |
| Ever bought bottle of wine costing $30 or more | 36 |
| Base: Adults who buy wine or have someone in their household who buys wine | |
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.
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