3.7M+ placements
80k+ accounts
16 countries
WineMarkets.co is a business intelligence solution that provides comprehensive coverage of on-premise (on-trade, HoReCa) wine markets across 16 countries. Whether you are a winery, a distributor, an importer or a trade body, you can use it to obtain reliable data to boost your sales and make better decisions.
A large part of aggregated data is available for free for registered users. Sign up today and spend some time playing around applying filters by clicking on tags – we don’t sell your personal data and never will.
Alternatively, you can read our free market reports and articles or explore use cases or pricing.
Maintain the awareness of competitive landscape
Applicable for: producers, importers, distributors, trade bodies, government agencies
With the exception of control states in the US, the market historically relied on inductive insights from relatively small-scoped consumer surveys from marketing data providers such as Nielsen, and on anecdotal information circulated within the industry. Where are you exactly at, and what are others doing? Regardless of the scale of your operations, it is always better to have a detailed and accurate map, especially if you want to be proactive.
Make better strategic decisions
Applicable for: producers, trade bodies, government agencies
Although the on-premise market comprises only about 20% of wine sold by volume both in the US and in the UK (although slightly more in some other countries such as Austria), it is in many senses indicative. Restaurants and wine bars both set trends and reflect consumers’ tastes, and sommeliers form homogenous professional communities with cavistes and wine merchants. What markets should you enter, and what markets are better to avoid? The data helps to decide.
Use data in sales pitches
Applicable for: producers, importers, distributors
In Bandwagon[1] markets (in “fit-in” cultures, as the opposite to “stand-out” cultures; where buyers and consumers tend to prefer popularity over rarity, and crave what is perceived as best-in-class products; the US wine market in general is a Bandwagon market) the mere fact of popularity can be a powerful competitive advantage. Many foreigners would be surprised to learn how common and effective in the US the pitch template “Our Chablis/Amarone/Central Otago Pinot/Orange Vitovska is the most popular one in its category in Manhattan/ in Portland /in the world” is. In Snob markets, the opposite to Bandwagon, where authenticity is the dominant value, the pitch “This is the most popular Elbling in the city of Trier” would work better. You can use our data for both.
Find new customers
Applicable for: large producers, importers, distributors
With access to account-level data, it is easy to find accounts that don’t carry your wine yet, but obviously should. For all Premium users, there is additional functionality for identifying prospective customers and creating lists of target accounts. This technology calculates an ideal target account profile capturing more than 2,000 features and compares real world restaurants to it, creating a target list. For additional inquiries on the technology, contact info@winemarkets.co.
Identify successful cases and scale them
Applicable for: distributors, importers
A local importer, or just a single salesman can discover a brand, a style or an appellation that appeals to buyers and becomes locally popular. With the Placement Map interface available for Premium users, it is easy to find these local cases of proven success to scale them nationwide.
Find the right partners
Applicable for: producers, importers
Finding a reliable and effective distributor is not an easy task. With the portal’s data, you can assess the scope and effectiveness of distributors’ operations. In markets like the US, where it is common for large producers to pay to distributors for preferred distribution, it is more important to study not how broad their distribution is, but how evenly the brands they carry are represented across their customer base – unless you want to take part in the never-ending competition of incentive payments.
Plan promotional activities
Applicable for: producers, trade bodies, government agencies
Whether you represent a country, an appellation or a single brand, you need to know where to focus your efforts. What countries, regions, cities and accounts will be receptive for your wines? Where is the industry waiting for you, or where, on the contrary, the market is saturated beyond the reasonable chances of success? And where are those who are already loyal to you? Whom do you need to visit on a tour? We provide you with accurate and reliable maps, both metaphorically and literally.
Free Premium access for scholars
Applicable for: academic researchers
For academic researchers working in various fields related to the portal's content, up to 10 new Premium accounts per year are available free of charge. If you are an academic researcher and you are interested in our data for your research, please send your CV and a research statement to info@winemarkets.co to apply for access.
Free of charge
- Aggregated data available at the country or US state level, including brands, appellations, countries of origin and grape varieties.
- Flexible filters by brand, appellation, country of origin or grape variety.
- Popularity maps by brand, appellation, country of origin or grape variety.
- Aggregated BTG and BTB prices for any filtered subset.
$249 per month for 12 months
Billed at $2,988 annually
- Everything from the Free tier.
- Detailed geographical data (by city or town and zip/postal code).
- Detailed maps aggregated at the locality or zip/postal code level.
- Separate BTG reports.
- Market penetration reports.
- Access to placement-level data.
- Finding similar accounts using feature vectors.
- Calculation of ideal target profiles for a wine brand or a specific wine.
- Automatic creation of target account lists based on pre-calculated target profiles.
Individual pricing
- Everything from the Free and Premium tiers.
- API integration.
- Brand portfolio management.
- Analytics for the uploaded data.
- Additional metrics.
About us
800+
grape varieties
2,100+
regions and appellations
37,000+
wine brands
This service was originally conceived as a research project to study cultural and structural differences between various wine markets. The idea was to combine reliable quantitative data with qualitative insights from personal experience in the industry in different countries. The purposes of the project were both academic and practical. How, and why, do wine markets differ? What are the most effective choices for those who want to sell wine in different markets, from outlining a strategy through choosing right partners to delivering effective sales pitches? And how can we develop a methodology to find restaurants that have the most appropriate wine lists for a particular wine brand?
We gathered a vast amount of data to answer these questions. When non-deterministic techniques such as large language models were used for data structuring, the results were always verified by robust deterministic algorithms.
Our database of on-premise placements (or on-trade, or HoReCa – the conventional terminology differs in various markets) currently contains more than 3.7 million wine placements in more than 80,000 accounts from 16 countries. About 40% of them correspond to the United States, the most lucrative wine market worldwide. As of today, it appears to be the largest database of this kind in the world.
Today, the system tracks more than 37,000 wine brands, about 2,100 regions and appellations down to the village level, more than 800 grape varieties, and a number of other properties for each placement. All these properties, or tags, are divided into explicit and implicit. Explicit are the properties that were stated directly in wine lists. Implicit tags are assigned algorithmically through the set of rules: for example, a white wine from Burgundy is certainly a Chardonnay, unless it is designated Bourgogne Aligote or comes from Bouzeron or Saint-Bris. On the portal’s bar charts, implicit tags are shown with semi-transparent fill.
Most of the data aggregated on the country and US state level, including varieties, appellations and brands, is available for registered users for free. All reports can be broken further down by selecting a tag and applying a tag filter.
For Premium and Enterprise users, detailed geographical breakdowns, separate analytics for by-the-glass placements and advanced search capabilities are available. For inquiries, contact info@winemarkets.co.
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H. Leibenstein, “Bandwagon, Snob, and Veblen Effects in the Theory of Consumers’ Demand,” The Quarterly Journal of Economics 64, no. 2 (1950): 183–207, https://doi.org/10.2307/1882692. ↑