Thanksgiving Wine Sales: Trends & Triggers
Thanksgiving Wine Sales: how other markets can harness US trends to increase wine sales
In the United States Thanksgiving is one of the biggest holidays of the year, more so than Christmas or the Fourth of July. It’s a time where families reunite and express gratitude for each other. Thanksgiving, which always falls on the 4th Thursday of November, stretches across a four-day weekend which means plenty of gatherings and get togethers and a major time for wine sales. In the weeks leading up to Thanksgiving, wine retailers see a surge in sales as consumers stock up for their holiday feasts and gatherings, with the two-week period leading up to the holiday averaging an enviable 64% increase in state-side wine sales. As this important annual celebration becomes increasingly recognized around the world our USA correspondent Kathleen Smith shares her insight on what you can do to harness this sales opportunity for expats and USA wine enthusiasts wherever you are.
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There are two main trends we notice in the buildup to successful Thanksgiving wine sales. One of the most important is premiumization (consumers trading up to more expensive wines) and it's been particularly strong in the US in recent years. According to a report by Nielsen, the premium wine segment outperformed the overall wine market in the US in 2022, growing by 7% in volume and 9% in value. This trend is expected to continue in the lead-up to Thanksgiving, as consumers are willing to spend more on wine for special occasions.
The other trend is the continued growth in the popularity of sparkling wine not just as an aperitif and to mark the celebrations but increasingly as a food pairing wine. Nielsen reports that sparkling wine sales in the US grew by 10% in volume and 12% in value in 2022, a trend that is expected to continue in the lead-up to Thanksgiving this year, as consumers look for festive and elegant wines to enjoy with their guests.
So how can you make the most of wine sales for those looking to celebrate Thanksgiving in your market? Starting with a strong marketing campaign that promotes and encourages consumers to stock up on wine is key and in the US all channels will adopt one in the weeks leading up to Thanksgiving.
Key elements to think about for a successful Thanksgiving marketing campaign:
Convenience: make it easy for consumers to purchase wine and have it delivered. Can your customer buy online and can you differentiate by offering same-day delivery?
Value: can you offer any discounts?
Selection: offer a wide selection of wines to choose from, covering the classics (Pinot Noir, Gamay, Riesling and Chardonnay) as well as some off the beaten track options
Expertise: offer expert advice to help consumers choose the right wines for their meals and guests. This is important every day (!) but is even more so if discounting isn’t a road you want to go down
Targeted message: if you’re based outside of the US you may want to engage with expats in your market or focus on your North American’ portfolio
Social: use everything at your disposal to highlight why people should buy from you. Use social media as an extension of your sales team and encourage your customers to share their plans, recipes and favourite food and wine pairings
The potential for increased wine sales for businesses outside of the United States mainly lends itself to the opportunity to speak to expats living in those markets or those that have spent time in the USA. The alternative of course lies in educating consumers that are intrigued and open to know more about the history and traditions of Thanksgiving and then incorporating traditional food and wine into the activity or using the occasion to promote your North American wine portfolio. Two good starting points could be:
Events: organize a Thanksgiving-themed wine promotion/event/ tasting with discounts and promotions on wines that pair well with traditional Thanksgiving dishes
Partnerships: consider partnering with local restaurants, food bloggers and/or lifestyle influencers to promote Thanksgiving and the role that wine plays in this particular holiday
Kathleen spoke to owner Jessica Granatiero of The Savory Grape in Rhode Island about what keeps their customers coming back and what their plans are to make this year another success.
How important are Thanksgiving wine sales to your business?
The week leading up to Thanksgiving, after the Christmas holiday, is one of the busiest of the year. It marks a little more than 4% of our business. It is a crucial time for us for both premium and everyday wines and during this season, customers often reach for more premium wines to showcasing on their holiday tables or as gifts.
Tell us a bit about the activity you do to drive those sales?
We are proactive with our marketing and have a great client base who we connect with on a regular basis. We do this through our e-newsletter marketing as well as connecting and providing service to clients in social media – specifically Instagram and Facebook. We love being able to help and service clients through these mediums, on top of our in store service.
What is the one thing that every successful Thankgiving sales mechanic must have?
It’s crucial for businesses to know their clientele and that has always been our focus, to understand the varied clients that we have. Our sales mechanics have always focused on that.
What plans do you have this year to make it another successful year for Thanksgiving wines sales for your business?
We will continue to service our clients through our e-marketing channels which has proven to be a successful medium, as well as focusing on client service. That is the backbone of the business – client service. We love making clients feel happy and giving them a personal service and advice specific to their particular taste and budget.
Thanksgiving dinner is a time for family, friends, and, of course, food. We asked Kathleen to share some of the classic wine pairings for Thanksgiving dinner so help guide you with your Thanksgiving focus:
Pinot Noir is a classic pairing for turkey, classic stuffing and cranberry sauce because its delicate flavours won't overpower the bird. Pinot Noir is also known for its acidity, which can help to cut through the richness of the gravy and stuffing.
Gamay’s light-body and bright acidity makes it another great red for Turkey.
Chardonnay goes well with a number of dishes - turkey, sweet cornbread, rich mashed potatoes and sweet potato casserole. For Thanksgiving dinner with all the trimmings choose an unoaked Chardonnay with crisp acidity.
Riesling is a great pairing for mashed potatoes because its sweetness can help to balance out the richness of the dish and its spectrum of sweet to dry styles means you can always find one to suit your taste.
Sauvignon Blanc is a good pairing for the veggie sides such as green bean casserole or broccoli and cauliflower casserole because its acidity can help to cut through the richness of the cream sauce. The zingy acidity balances well with the rich stuffing and amplify the herbaceous flavor.
What next?
Thanksgiving wine sales are a significant opportunity for the wine industry around the world. By understanding the trends that drive sales in the US, wine businesses can adapt their strategies to appeal to a wider audience and increase their profits. If you’d like to reach out to Kathleen for more advice on how you could increase wine sales in the buildup to Thanksgiving you can reach out to her via her website or instagram.
Published on Rewriting The Wine News on November 18, 2023
