Joining AATAC means that our retailers will meet quality companies with products and services that will help you prosper.

Reversing the Wine Decline

CHICAGO – Imported-wine volume is in need of a consumption infusion.

The glimmer of hope might be this: Of all the various alcohol beverage segments, wine consumers overindex on diversity. Wine drinkers are considered more likely to try new types of wines than consumers of spirits and beer are.

According to Technomic’s soon-to-be-released 2015 WineTAB report, volume of imported table wine declined in 2014, and the 2015 outlook is similar, said Donna Hood Crecca, senior director of the Technomic Adult Beverage Resource Group, in a recent blog.

Indeed, imported wine has struggled in recent years, while domestic wine continues to grow. Various factors are contributing to lagging import consumption, including challenges faced by some leading brands.

With per capita wine consumption continuing to rise, consumers indicate greater familiarity with domestic wines than imported, with only 5% report being more familiar with imported than domestic wines, according to the On-Premise Wine study.

“The best routes to growth for imported wine likely lie in building consumer awareness and tapping into emerging preferences,” Crecca wrote.

Fortunately there is another ace in the hole that can have an effect: Wine consumers are regarded as the most brand-adventurous. For example, 19% of consumers who purchase several times a year have tried more than 10 brands in the past year, according to a recent Nielsen survey of more than 2,000 adult beer, wine or spirits drinkers.

And the more wine they buy, the more new offerings they try: Thirty-three percent of wine drinkers who purchase once a week have tried more than 10 brands in the past year, according to Nielsen.

Paling by comparison, only 15% of beer drinkers and 5% of spirits drinkers who purchase several times per year have tried more than 10 brands in the past year.

Crecca pointed out that when ordering wine in restaurants and bars, “consumers are not always aware of the origin of the wine they select; on their most recent occasion, three in 10 did not know if the wine ordered was imported or domestic.”

Evolving consumer wine preferences point to opportunities for imported wine, particularly among younger consumers who show higher interest in different wine varietals and styles than their older counterparts do, she wrote.  

For example, three in 10 younger consumers (ages 21-34) report ordering the Spanish wine Albariño in restaurants and bars once a month or more often, notably more than the 12% of those 35 and older who say the same. Slightly more than one-third (36%) of younger consumers report ordering a Malbec varietal as frequently, as compared with 17% of older consumers.

“Given the interest in exploration and authenticity, particularly among younger consumers, raising consumers’ awareness of the range of varietals available and educating them about wine origins may spark increased interest and sales and turn the tide for imported wine,” Crecca wrote.

Steve Dwyer


About jota

Vendor Application


Toll Free: 888-662-7780

Here at AATAC we are always looking for companies that may enhance our member’s businesses and better the industry as a whole. If you are interested in becoming a preferred vendor within our network please fill out this information form.

Send info and materials to our receivables office:

503 E. Jackson St. STE# 141
Tampa, FL. 33602



Answer the Question of the Day by filling in the information below and send it to us for your chance to win the prizes and exclusive discounts offered only to our members!



Located on the front page of our national website is a field called “Question Of The Day” (QOD). Each day we post a different question about the products and services that are presented through our website. The answer to this question can be found on one of our partner’s web pages. Our members will navigate through the preferred vendors page to find the answer to your question while subconsciously educating themselves about your company! AATAC effectively selects members who answer the question correctly to win rewards which include; rebates, complimentary services, cash, promotional offers from vendors, prizes, giveaways, etc. *Your QOD should be 1-2 sentences in length and can not name a specific product or company within the question. 

Here are some examples:

Which preferred vendor offers your customers a 99% accurate drug test that reads results in five minutes?  

One of our partner’s provides important compliance training classes in a virtual setting for a low cost. Who is it?


Your Vendor Category

When your logo and redirect are added to our preferred vendors catalog it offers two very important elements to members:

  1. It tells them that your company has been vetted and approved for business within our network. 
  2. It encourages them to visit your website where they can learn more about your company.