Covid’s covid-inspired boom in online wine and liquor sales appears to be failing, and the latest figures show a slowdown in the search through late July.
Overall, world wine studies are 17% higher than the same time last year, while spirits rise by only 7%. This is in stark contrast to the sudden increases in studies at the beginning of the pandemic. In June, the wine looks higher at 45% for the same time in 2019 and liqueurs by 57%, while in April, the wine looks higher by 33% and the spirits by 111% for last year.
Therefore, as studies continue to increase, the accumulation rate stabilizes. This minimization in search accrual rate is in line with the broadest sales data for nielsen consumer goods; after a peak in March, sales figures returned to less than 10% of the corresponding figures for 2019.
Going back to our data, China is the big loser in the last two weeks of July, with a sharp drop in online searches compared to last year. Wine studies fell by 26%, studies on spirits by 34% and beer studies by 38%. Meanwhile, in the world’s largest wine market, American consumers prefer more spirits than wine.
From a broad and coherent perspective, the wine suffered the maximum in North America, where the figures of the studies increased by only 10% compared to 2019. South America experienced a 38% increase in wine searches, but even this eclipsed africa, where wine searches built to 73%. last year, albeit from a very small base. Europe, Oceania and Asia recorded increases of 19, 18 and 14 consistent with cents, respectively.
The spirits, however, have noticed results. Once again, Africa reached the top, with a 32% increase in study numbers, while North America recorded a 21% increase. Oceania (up 6%), South America (5% more) Europe (4% more) were also positive, but Asia, a very strong market for spirits, saw searches for spirits drop by 17% compared to the same time last year.
Looking more strongly at individual markets, Argentina experienced impressive growth, with a 73% increase in wine searches (led by the categories of sparkling wines, desserts and rosés, with increases of 89%, 139% and 136%, respectively). that is, a 38% increase in spirits (including a 250% increase in irish whisky searches) and a 144% increase in beer research.
The UK also experienced a sharp increase in all areas, with a 25% increase in wine searches, a 25% increase in search for spirits (including a 42% increase in Bourbon searches) and a 47% increase in beer searches. Searches.
American knowledge at the same time showed a much more fragmented approach. The highest wine studios by 9%, well below the world reference point, with red wines (up to 10%) is the category for making a double-digit upgrade. Spirits, however, comfortably rose by up to 25%, with Bourbon leading the rate with a 42% increase. Beer searches, however, decreased by 12%.
However, these are only data from studies, which measure interest, but not necessarily a goal to acquire. Click numbers, or leads, measure when a Wine-Searcher user clicks on an offer, showing transparent acquisition intent, and unit number studies provide a different picture.
Overall, wine clicks rose through only 6% internationally in the last two weeks of July, and China recorded the biggest drop. Wine clicks in China fell 53% from last year, through the biggest drop in primary wine markets. The United Kingdom, on the other hand, rose with 20% and the UNITED States with 5%.
Sales of spirits were even worse for China, with a 71% drop; all spirit categories have been drastically reduced to last year. Beer sales fell 94%.
By contrast, the United States experienced the healthiest expansion in spirits sales, with an overall increase of 24%. The outstanding category is whisky, with Indian whisky at the forefront of 120% (again, on a small base), Scotch whisky at 31% and bourbon by 30%. Tequila and gin (34 consistent with penny and 31 consistent with penny respectively) also experienced a healthy expansion, while beer sales increased to 27 consistent with a penny.
By dividing the wine category in the United States, sparkling wine (thirteen percent) and rosé (17 percent) led the way, surpassing overall numbers by 10 percent each. However, the Reds undercut with a 2% increase compared to an overall increase of 6%.
And finally, let’s communicate about the value, because there are attractive wrinkles in the value data.
Looking at the average click value (ACP), a measure of the average value of each product consistent with the click, users around the world had to spend a little, with a 7% increase in ACP for wine, driven by a 16% increase. sparkling wines and 22% for dessert wines. Meanwhile, the corresponding figures for American users are 0% overall, 12% for effervescents and a minimum 4% for dessert wines.
Spirits are history, however, with a 1% increase in ACP worldwide, compared to a 4% increase in the United States. However, American users are almost polar opposites of the rest of the world in terms of brain subcategory. Worldwide, more people are opting for more expensive spirits (whisky rose 9%, bourbon by 12%, gin 1% more and Indian whiskey by 4% more), while in the U.S., buyers are smarter: the corresponding figures are 2%. for Scotch whisky, 12% for bourbon, 23% for gin and 6% for Indian whisky.
The most curious is Irish whiskey; Global brain studies exceed 13%, while studies in the United States exceed 18%. However, the respective ACP countries have fallen by 20 per cent and 17 per cent. People may be clicking on more Irish whiskies than before, however, they are clicking on less expensive whiskies, which means thinking about the Irish whisky industry.