Shops require more than just value for money

“Over-delivering” on quality is now an essential component to surviving in today’s competitive UK retail environment, says Neil McGuigan of Australian Vintage.

The winemaker, who has recently won a raft of awards, says that the ability to provide better quality than the price suggests is a vital pre-requisite when approaching retailers these days, such is the ferocity of competition for listings, and particularly in supermarkets.

McGuigan told the drinks buiness: “We produce good quality, flavoursome wines to the world market but if you want to sell a wine that costs $9, you need to make one that tastes like $15, and if you want a wine that sells at $15, you need to make one that tastes like $18.”

Australian Vintage, which produced one of the most popular premium Australian wines ever to be sold in UK multiple retailer Majestic with its Hand Made Langhorne Creek Shiraz, currently has listings across a number of UK off-trade multiples including Tesco, Sainsbury’s the Co-op and Majestic.

McGuigan, who has plans to realise his dream of producing an ultra premium wine (with an estimated RRP of A$100) over the next few years, is also addressing the retailers’ focus on keeping alcohol levels low by ensuring, for example, he picks his Chardonnay early enough in the season.

Jane Parkinson, 28.09.2009