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News
NZ wine sales overtake Germany in UK
Sales of New Zealand wine in the UK have surpassed those of Germany for the first time ever.
When taking into account the country of origin percentage share, latest Nielsen figures demonstrate NZ has 3.3% of the UK off-trade market.
New Zealand Winegrowers, which published the figures last week, added that the value share of New Zealand wines continues to grow, with the latest MAT growth showing it has 4.6% of the country share.
Furthermore, New Zealand has become the fastest growing country by volume, with gains of 57%, even though it retains the highest average retail price of £6.05 per bottle.
David Cox, New Zealand Winegrowers European director, stated that these figures demonstrated the vibrant nature of the opportunities for New Zealand wineries exporting to the UK market.
He said: “While I am aware that some discount price activity has influenced some aspects of this fantastic performance, nonetheless, our continued value growth and our high average retail price, which has actually grown for red wines, confirm the fact that UK consumers are continuing their affection and loyalty to the incredibly interesting wines that are being made from New Zealand”.
To read Cox’s most recent thoughts on the market and his role, see the March issue of the drinks business.
Jane Parkinson, 19.04.2010
New Zealand wines are certainly popular with the UK’s wine drinkers. But over the past 12 years Germany has focussed on building value in the UK market. Statistics do track a decline in Germany’s overall UK market share, but this decline can be attributed to a reduction in the volume of wines sold priced £3 and below and we are well aware that this will continue. However, there is no shortage of good news to report. Over the past two years, Germany, together with Spain, has been the fastest growing country in the £5+ bracket, with a 33% volume growth (MAT to WE 01/12/07 to MAT to WE 28/11/09). Wines of Germany is optimistic about the future of its wines in the UK market and see the consumer demand for lower alcohol wines as a huge opportunity. [b][/b][b][/b]