This portal was originally conceived as a research project to study cultural and structural differences between the United States and different European 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? And 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?

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 January 2026, it appears to be the largest database of this kind in the world.

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 Spain), 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.

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.

Despite the sheer scope of the database, the portal is a humble work in progress. We are working hard to extend coverage, improve the accuracy of the data, and add new tools and features.

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, primary account-level data down to individual placements, separate analytics for by-the-glass placements and advanced search capabilities are available. For inquiries, contact info@winemarkets.co.

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.

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.

Generate new leads

Applicable for: large producers, importers, distributors

With access to account-level data available for Premium users, it is easy to find accounts that don’t carry your wine yet, but obviously should. For Enterprise users, there is additional functionality for identifying prospective leads and creating lists of target accounts. This technology calculates an ideal target account profile 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.