Affluent Americans Enjoy Their Wine


    Affluent U.S. consumers enjoy their wine, with 90 per cent identifying themselves as wine drinkers. The Luxury Institute’s ‘2016 Premium Wine Luxury Brand Status Index (LBSI)’ shows 58 per cent drink wine at least once per week. These individuals are also willing to pay premium prices for preferred vintages ‒ an average of $28 per bottle of wine in store, $36 at a restaurant for a casual weekday dinner, and $48 when dining on a weekend or for special occasions. Gender, age, and income all tend to have an effect on wine consumption habits of the wealthy. Women are more inclined than men (61 per cent versus 55 per cent) to drink wine at least once a week and the frequency of weekly wine drinking escalates after age 55, peaking among the 65 and older group. As income rises, so does the likelihood that an affluent American drinks wine once per week. Slightly more than half (53 per cent) of respondents earning less than $200,000 drink wine weekly or more frequently, while two-thirds of those earning $500,000 or more in annual income do so.