Port sees popularity grow

Off-trade Port sales are up 4% in volume and 3% in value, according to latest Nielsen data. Despite its unfashionable image, the fortified wine saw its sales rise from 861,000 cases in 2006 to 894,000 cases in 2007 (MAT we 29.12.07). According to the IVDP, Port was one of the few fortified categories in the off-trade to show positive growth with most categories facing a decline on 2006 figures.

Sherry volumes decreased by 3% from 1,696,000 cases to 1,651,000 cases (MAT we 30.12.07) while Vermouth dropped 6%, down 82,000 cases from 2006 levels of 1,304,000 cases (MAT we 30.12.07).
Port was also one of the few fortified categories in the off-trade to post an increase by value from 2006, rising by 3% from £68.3 million to £70.6m (MAT we 30.12.07). The IVDP claims that this is a result of the Port trade’s decision to tackle price point erosion, largely driven by discounting at Christmas. Sherry, however, saw no change from the previous year while Vermouth sales fell by 3% from £52.8m to £50.9m (MAT we 30.12.07).
Paulo Pinto, marketing manager for the IVDP, thinks this rise in sales is due to a change in perception: “The potential of Port as an all year round drink is being realised, as are different serving suggestions, such as chilled Tawny Port.”

Fionnuala Synnott, 27/2/08