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California leads the nation in terms of craft beer sales growth and popularity, up almost $47mm in 2015 vs. the year prior.  This demand for premium made products extends to wine and spirits, too.  2017 wine trends in the U.S. show that consumers are willing to pay more for quality, they are reaching for imported brands, and off-premise retail sales are increasing while the sales in bars and restaurants are declining.    The state selling the most wine in retail stores is California, making this market especially attractive.

Craft brewers reported a 13% increase in volume in 2015, the eighth consecutive year of double-digit growth as American beer drinkers continued to be lured by fuller-flavored ales.
While the Brewers Association doesn’t set long-term growth projection targets, Watson says there is an “aspirational goal” of achieving 20% market share by 2020. In other beverage markets, like spirits and coffee, high end drinks can generally command as much as 40% market share – implying there is a lot more room for the industry to grow.
— Fortune Magazine. 3/22/16
Premiumization Continues– the desire to try a more premium product and pay more for it, or “premiumization” is expected to continue in 2016 for wine and other alcoholic beverages. This is reflected in consumers paying more for wine and the double digit increases in the $11 – 25 price range. This should continue unless something happens in the economy to spook consumers.
— Dr. Liz Thach, MW. Professor of Management and Wine Business, Sonoma State University