Rhône holds firm in UK

Côtes du Rhône held its UK position through a “challenging” 2014 as France’s second largest AOC wine region highlighted the 27% value growth it has enjoyed in this market over the last decade.

Figures from regional body Côtes du Rhône Wines show that 2014 saw this AOC export 176,592 hectolitres of wine to the UK with a total value of €73.5 million.

Only Bordeaux sent a higher value of wine to this market, but in volume terms the Rhône remains the most popular, accounting for 57% of France’s total exports to the UK last year.

These figures place the UK as the Rhône’s number one market, accounting for 18% of its total AOC volume. The region performs particularly well in the UK off-trade, where it holds a 30% share of the French AOC wine category, a figure that rises to 43% when this market share is narrowed down to just red wines.

Côtes du Rhône Wines also highlighted the region’s value performance, which in 2014 saw 77% of Rhône Valley AOC wines sell above £5.

Commenting on these latest figures, Côtes du Rhône Wines marketing director Olivier Legrand remarked: “Although 2014 was a challenging year for wine exports, the UK demand prevailed, with consumers demonstrating a clear taste for Rhône wines.”

He attributed this achievement to the regional body’s work in recent years “to create impactful communications campaigns, targeted at professionals and wine lovers in the UK.”

As a result, concluded Legrand, “This year, our strategy is to continue to support our wines’ positive image in the market through engaging activities, off-trade promotions and an educational focus for the on-trade.”