Sales of wine made in Britain soaring

Sales of low cost wine made in Britain from imported grape juice are booming amid rising prices in the traditional import market.

However, there is widespread confusion about the difference between this “British” wine fermented and bottled in the UK from imported grape juice and “English” wine made from grapes grown in this country, say UK producers.

Wine made in Britain from imported grape juice has not been hit as hard by currency fluctuations as traditional imported wines have.

It can therefore be found in supermarkets for as little as £2.99 a bottle, or two for £5, and sales values have grown more than 50% in the past year.

Specialist importer CWF says sales of its British wine brand Silver Bay Point have risen by a staggering 657% in the past year.

But Julia Trustram Eve, marketing manager for English Wine Producers, believes a lack of knowledge on the part of UK consumers is resulting in erroneous purchases.

“I’ve seen instances where a consumer wanting to be patriotic has picked up British wine but didn’t understand the difference between it and English wine and was disappointed.

“This is something we have to continue to address,” Trustram Eve added.

Lucy Shaw, 13.06.2011