How Much Will You Spend on a Bottle of Wine? Americans Now Say $21.
2 min
Americans may be feeling financially constrained these days. And they may also be drinking less, as exemplified by the booming Dry January movement.
But that’s not stopping them from spending $21 on a bottle of wine.
That’s the price that has emerged as the consumer “sweet spot,” according to a new survey of more than 1,000 wine-industry professionals. And the figure is higher than a year ago, when the same survey, done by the wine-promotion company Colangelo & Partners and research firm Wine Opinions, found that $20 was the hot price tag.
To be clear, wines priced $10 and under—the so-called “jug” or “popular premium” categories—still account for the bulk of U.S. wine purchases. But a growing number of consumers are trading up—and that’s where the $21 “sweet spot” figure comes into play.
“It’s where the industry sees the most excitement and enthusiasm,” said Juliana Colangelo of Colangelo & Partners.
Wine professionals point to a variety of factors that explain why consumers are willing to spend $21 for a bottle.
For starters, many Americans have become more sophisticated about wine and can talk knowingly of a range of varietals and styles in a way that was unheard of a generation ago. And with that level of sophistication comes that desire to trade up, wine pros say.
“They want to expand their horizons,” said Leo Le, beverage director of Momoya Soho, a New York City restaurant.
Adam Levy, who organises wine competitions in cities across the world and heads up the Alcohol Professor website, said that he believes people are entertaining more at home, given the Covid-era hesitancy about eating at restaurants. And when they entertain, they’re willing to spend a little more, he explained, especially given that prices for bottles are still much lower at retailers versus restaurants.
Levy also said that wine prices have generally been increasing, due to supply-chain issues and other factors, so consumers who want to drink better will have to pay more by extension. “There’s so much pressure on wine producers,” he said.
Finally, Colangelo makes the point that natural wines have become very popular, especially with younger consumers. These wines are typically more expensive, so it stands to reason that the pricing “sweet spot” will go higher over time.
“You don’t really get a naturally produced wine for less than $20,” she said.
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The global architecture studio behind some of Sydney’s most recognisable towers unveils Civic Vision, its first Australian exhibition, celebrating more than five decades of design shaping cities worldwide.
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Foster + Partners has opened its first comprehensive exhibition in Australia, Civic Vision, showcasing more than five decades of the practice’s global architectural work.
Staged inside Parkline Place, the studio’s latest Sydney project developed by Investa on behalf of Oxford Properties Group and Mitsubishi Estate Asia, the exhibition highlights the firm’s contribution to civic architecture, urban environments and infrastructure.
Gerard Evenden, Head of Studio at Foster + Partners, said: “We are delighted to be putting on this first-of-its-kind exhibition in Sydney – a city we have been working in for more than 25 years. This is a fantastic opportunity to reflect on our holistic approach to civic architecture, which has underpinned our work since the 1960s, and continues to evolve to meet the challenges of today.”
Partner Muir Livingstone added: “It is a great privilege to showcase the practice’s work in Parkline Place – a project that we have been working on for the past six years – and the new home for our Sydney studio.
“Our projects in the city exemplify the civic and sustainable approach that the exhibition centres on. From our first Sydney project, Deutsche Bank Place, which features a four-storey public plaza at its base, to our work for Sydney Metro, which is transforming the way thousands of people travel across the city.”
The exhibition is organised around three themes – Community + Culture, Living + Working, and Planning + Mobility – and features Australian projects including Deutsche Bank Place, Salesforce Tower and Parkline Place, alongside international works such as the Hong Kong and Shanghai Bank Headquarters, the Reichstag German Parliament, and the soon-to-open Zayed National Museum in Abu Dhabi.
Since the 1960s, Foster + Partners has expanded its approach beyond technological innovation to encompass social and environmental design, producing masterplans for carbon-neutral cities and civic infrastructure that prioritise light, clarity and connection.
Civic Vision runs until 21 December on Level 2 of Parkline Place, 252 Pitt Street, Sydney. Entry is free and forms part of the Sydney Open festival program.
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