Bordeaux wines enjoy off-trade boom

Off-trade volume sales of Bordeaux wines grew by 13.9% in the last six months, despite a decline of 2.6% to the total UK off-trade market.

The latest report from the Mid-Year IRI Market Update, to 30 June 2014, shows sales of Bordeaux through the convenience sector rose by an “exceptional” 41%, and in supermarkets by 10.3%.

Total off-trade sales of Bordeaux whites were up  41% with the region’s white wine now accounting for 26% of total Bordeaux sales.

Douglas Morton, UK Consultant to the CIVB (Bordeaux Wine Council) said: “These figures are very positive, and continue the trend of the last few years. It is especially encouraging to see the growth in sales of Bordeaux whites which now reflect more closely the style consumers enjoy, at very competitive prices.

“The convenience sector has always been vital in promoting the wide range of Bordeaux styles, so the performance in those outlets is also particularly encouraging.

“In addition, the report also showed that the Bordeaux average bottle price is now £6.50, which is about 20% higher than the market (£5.40), so this would indicate that consumers are prepared to pay a little more for the quality that Bordeaux offers.”

In regard to the region’s en primeur system, Max Lalondrelle, Bordeaux buyer for Berry Bros & Rudd, speaking At the London Wine Fair in June, said consumers were “turning their backs” on Bordeaux in favour of Spain, Italy and the Rhone. 

Last month the region suffered two nights of severe hail and torrential rain which wiped out large swathes of its vines.