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NASCAR wine consumption soars
ACNielsen and Nielsen Sports, both business units of The Nielsen Company, today released a study showing that wine consumption among NASCAR fans is up 22% from last year, far outpacing the U.S. growth in wine.  In 2006, retail wine sales in the U.S. (total grocery, drug, and selected liquor markets only) reached a new record of $8.4 billion, up 7% from 2005.

Nielsen FANLinks, a service that tracks household consumption among U.S. sports fans, indicates that wine purchases have increased to $81.40 per year, an average dollar increase of about $14.60 per household.  Results also indicate that this increase in wine spending is slightly stronger among avid fans, with their purchases increasing by 26.4%.  While imported wine sales are growing among NASCAR fans, domestic wine still represents a majority of their sales, nearly 70%.  With about 75 million NASCAR fans in the U.S., this could become the next big advertising opportunity for the wine industry.   

Average NASCAR Fan - Household Wine Purchases ($)
                            2005            2006
                           ------          ------
                           $66.80          $81.40

"These findings emphasize tremendous opportunities for advertisers interested in sports fan consumers.  Wine brands that can align their brand to these consumers are positioned to reap the benefits of fan loyalty for years to come," said Ann Marie Dumais, VP of Marketing, Nielsen Ventures.

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