New Zealand wine has continued to defy market trends, having grown again for its 16th consecutive year in the US market.
New Zealand wines have once again recorded growth in 2024, marking their 16th consecutive year of expansion in the US market, according to a recent report by Impact Databank. This resilience underscores the enduring appeal and premium positioning of New Zealand wines, which remain a bright spot in an otherwise declining import sector.
Among the top ten countries supplying wine to the U.S., New Zealand was the only nation to post a volume increase last year.
Premium-priced New Zealand wines continued to drive this growth, outperforming lower-priced alternatives. Sales of wines priced at NZD 15 or more per 750ml bottle surged 14.4 percent in IRI/Circana channels, significantly outpacing the modest 0.8 percent gain recorded by New Zealand wines priced below NZD 15. This strong performance solidifies New Zealand’s standing as the second-highest ranked country - trailing only France - when measured by the average price per bottle among major wine-importing nations.
White wines continue to dominate New Zealand’s U.S. exports, representing approximately 95 percent of shipments, with Sauvignon Blanc comprising over 90 percent of total volume. Encouragingly, this upward trajectory has carried into 2025, with dollar sales in IRI/Circana channels rising 1.4 percent year-to-date through February 23 - contrasting sharply with a 7.6 percent decline in overall imported table wine sales and a 6.1 percent drop in total table wine sales.
“New Zealand wine’s sustained growth in the U.S. market underscores its strong consumer demand and distinctive flavors,” said Ranit Librach, US Market Manager for New Zealand Winegrowers.
“With a continued focus on innovation, sustainability, and meeting evolving consumer preferences, New Zealand is poised to further strengthen its reputation as a leader in the global wine industry.”
New Zealand Winegrowers is the national organisation for the country's grape and wine sector, with over 600 grower members and 700 winery members.
New Zealand wine exports reached $2.1 billion to June year-end 2024. Exports to the US totalled NZD 787 million, and represented 37 percent of total exports.
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