There is a much repeated quote that “98% of Americans open a bottle of wine within 24 hours of purchase.” But is this really true? Well, the short answer is “no.”
Based on a Sonoma State University research study of 1194 American wine consumers from across the nation, the results show that Americans do not really pop the cork or screwcap as quickly as previously reported. Instead, only 20% of survey respondents admitted to drinking the wine within 24 hours of purchase. Most consumers wait several days or weeks before consuming the wine, and others save it for aging.
However, according to the graph below (Figure 1), it can be said that 51% of Americans will open a bottle of wine within 2 to 3 days of purchase, and a full 90% will open and consume a bottle of wine within one to two weeks of purchase. Only a small 6% admit that they purchase wine to save it for aging.
Perhaps this harkens back to the old Wine Market Council campaign of “Wine – What are you saving it for?” It also explains why more than 75% of wine that is sold in the U.S. is less than $12 per bottle, and is designed to be consumed within 1 to 3 years of purchase — or in 24 hours…..
