NEW YORK – Wine consumption among NASCAR fans increased 22 percent last year, according to a new study by ACNielsen and Nielsen Sports.

The increase far outpaced U.S. growth in wine. In 2006, retail wine sales in the United States – total grocery, drug, and selected liquor markets only – reached a new record of $8.4 billion, up 7 percent from 2005.

Nielsen FANLinks, a service that tracks household consumption among U.S. sports fans, indicates that NASCAR fans purchased wine to the tune of $81.40 per year, an average dollar increase of about $14.60 per household. Results also show that this increase in wine spending is slightly stronger among avid fans, with their purchases increasing by 26.4 percent.

While imported wine sales are growing among NASCAR fans, domestic wine still represents a majority of their sales at nearly 70 percent. With about 75 million NASCAR fans in the United States, this could become the next big advertising opportunity for the wine industry, according to a Nielsen Sports press release.

"These findings emphasize tremendous opportunities for advertisers interested in sports fan consumers. Wine brands that can align their brand to these consumers are positioned to reap the benefits of fan loyalty for years to come," Ann Marie Dumais, vice president of marketing for Nielsen Ventures, said in a press release.

Richard Childress, NASCAR team owner, has ventured into the wine business, as has driver Jeff Gordon. In 2005, Gordon announced a series of upscale wines under a self-titled label, the Jeff Gordon Collection. Also in 2005, the Texas Motor Speedway became the first sports venue in the state to allow fans to purchase wine in the grandstand during races.