MIAMI--(BUSINESS WIRE)--In honor of National Wine Day celebrated on May 25, Santa Margherita Wines is uncorking its inaugural Wine Whitepaper with research on 2024 wine trends and consumer behaviors, along with the frequency and nature of experiences among American wine drinkers. With over eighty five years of wine expertise, Santa Margherita is the classic Italian wine brand that pioneered the first Pinot Grigio and helped put Prosecco Superiore on the map. Within this Wine Whitepaper, Santa Margherita is unveiling their latest findings, garnered from a comprehensive survey of 2,000 participants across the nation.
As a brand who lives by the ethos to “Uncork Extraordinary,” meaning every day is an opportunity to uncork all the great things life has to offer, this research illuminates the prevalence of joy in everyday life. According to the study, the average American enjoys 10 extraordinary days each month, amounting to a remarkable 120 annually. Three in four (74%) believe living a joyful lifestyle is subjective and unique to everyone. However, many agreed on what defines a joyful life: feeling happy (77%), being healthy (71%), having positive personal and family relationships (69%) and feeling comfortable (69%).
"Our brand promise at Santa Margherita Wines is to join customers on the journey to make a positive impact in life and as we like to say, ‘Uncork Extraordinary’. The answer to what makes life sweet and extraordinary is a little different for all of us, but at its core, it’s about appreciating the simple things around us,” said Jane Scott, Marketing Vice President at Santa Margherita USA. “Wine is a great connector for people, and sharing a favorite bottle over dinner or get-together is a perfect way savor those extraordinary moments.”
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Uncorking Extraordinary: Wine plays a central role in enhancing everyday experiences.
Sixty-one percent consider a nice meal to be the perfect treat for an extraordinary day, alongside a nice beverage (58%).
- Wine & Dine: More than three-quarters (78%) like to host family and friends in their home for dinners and a similar 80% believe pairing food and wine typically enhances the overall dining experience. Many said wine pairings enhance the flavor of what they’re cooking (68%), makes the meal feel fancier (46%) and makes them appreciate what they’re eating more (41%).
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Wine Varietal Preferences: Regional preferences in wine further illuminate the diverse palates across the United States. Rosé emerges as the favorite wine varietal of choice nationwide, embraced by 39% of respondents for personal consumption and 40% for entertaining guests. When it comes to the debate of red versus white, it’s nearly a tie, with red wine narrowly outranking (63%) and white wine (52%) as respondents’ top wines of choice.
- The survey dives deeper into which wines consumers are uncorking when guests come over. Maryland, Georgia, and Virginia demonstrate a particular fondness for Rosé, while Pinot Grigio dominates in Kentucky and Oklahoma. Additionally, respondents in New Hampshire, Oregon, and Alaska were particularly fond of Prosecco while residents in West Virginia and Arizona love pairing their meals with a nice Chianti.
- See a full state-by-state breakdown in Santa Margherita’s accompanying infographic.
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Italy is For Wine Lovers: Results found that of all popular wine nations, Italy was found to have the nicest quality wine (67%), surpassing France, America, and Spain. Residents across various states express their affinity for Italian wines, with Pinot Grigio, Prosecco, and Chianti emerging as favorites in distinct regions.
- In fact, for those vacationing this summer, Italy was the top destination (22%) where respondents would most like to travel abroad this summer. Those who said they would want to go to Italy shared why: to experience the food (79%), the culture (74%) and to drink Italian wine (66%).
- Treat Yourself Culture: Nearly half (49%) of consumers advocate that "any day is a good day" for treating oneself. Notably, they enjoy spending their most joyful days with family and friends (62%). People are most likely to treat themselves to something nice during their birthday (64%), although many others believe they should treat themselves while on vacation (59%) or if they’re having a good day (48%).
Santa Margherita offers a diverse range of five exquisite varietals to choose from for those celebrating National Wine Day and beyond, enjoying wine year-round. The portfolio includes an authentic Chianti Classico Riserva, a crisp white Pinot Grigio, a bubbly Sparkling Rosé, a classic Prosecco Superiore, and a fresh and vibrant Rosé. For more information, please visit SantaMargheritaWines.com.
This random double-opt-in survey of 2,000 Americans aged 21+ who spend at least $20 on a bottle of wine and drink wine was commissioned by Santa Margherita between Apr. 25 and May 13, 2024. It was conducted by market research company Talker Research, whose team members are members of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR).
About Santa Margherita USA:
Santa Margherita was founded in 1935 by Count Gaetano Marzotto in the countryside of Italy's Veneto region. Eighty-five years since its founding, the claimed wine brand is still owned and operated by the Marzotto family.
Santa Margherita is richly steeped in tradition and a pioneer within the industry. The company introduced a sparkling wine in 1952, which is now known as Prosecco Superiore, as Santa Margherita established a benchmark of quality and provenance, and paved a path for Prosecco to become one of the most famous and highly regarded sparkling wines in the world. Santa Margherita then pioneered the modern winemaking methods of Pinot Grigio in 1960 and became one of the first wineries to vinify Pinot Grigio as a white wine. Inspired by traditional sparkling wine vinification techniques used to ferment Pinot Grigio without skin contact, Santa Margherita winemakers realized that by moving away from the then-standard method, they could preserve the aromas and flavors of the grape's delicate fruit and floral notes. The result was revolutionary and set a standard of quality and innovation for the category. The wine is the #1 Imported Pinot Grigio sold in the USA, according to Nielsen value data from the past 52 weeks.
Today the Santa Margherita portfolio includes five varietals of high-quality, authentic, versatile wines grown, harvested, and produced in Italy and rooted in classic Italian ideals: Pinot Grigio, Chianti Classico Riserva, Prosecco Superiore, Sparkling Rosé, and Rosé. As a company grown out of a personal and passionate commitment to preserving the environment, the land, and the community, Santa Margherita holds itself to the highest levels of social responsibility and environmental sustainability.
More information can be found at www.santamargheritawines.com.
Survey Methodology:
This random double-opt-in survey of 2,000 Americans aged 21+ who spend at least $20 on a bottle of wine and drink wine was commissioned by Santa Margherita between Apr. 25 and May 13, 2024. It was conducted by market research company Talker Research, whose team members are members of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR).
