The UK wine consultants wine market review

High-Flying High Streets.

 
Remarkably even in these harsh economic times Britain has taken a stance for quality not quantity when it comes to UK wine purchases. Its true UK wine sales are down slightly by year on year with 2012, however, the number of wines now retailing at over £10 has risen by an astounding 18%. 
 
 This ultimately means that the market is increasingly polarised into “value” and “premium”, with “middle-ground” products struggling to maintain market share. So, what does this mean for your wine? And what does this say about UK wine consumers at the moment?
 
 If we look to tackle how British wine consumers have evolved over the last decade, we need to recognise that levels of UK wine knowledge are at an all time high. It is no longer common for the wine drinking public to talk about wines in the most basic of terms (red/white/dry/sweet) but instead certain grape varietals or brands have made their way into everyday language. It is now common for individuals, even at the value end of the market, to have identified their preferred grape, brand or vintage.
 
 In simple terms the British market has grown-up and are now much more discerning than perhaps is appreciated.
 
 It’s simple really! Twenty years ago wine sales on the high street were hardly notable but, that purchaser is now 20 years older, wealthier and knowledgeable following trips, be they for business or pleasure to wine producing regions. Large UK supermarkets such as Waitrose and Sainsbury’s have expanded their wine offerings, often employing consultant MWs to help with their buying decisions. Sainsbury’s has gone even further and has recently become a Gold patron of the Wine & Spirit Education Trust. The aim to ultimately help their customers gain the confidence and evolve their buying habits away from the better known wines to others as they recognise at this time they wish to do.
 
 More elite selections of fine wine are increasingly available not only through high-end specialist retailers such as Berry Bros and Hedonism, but also in the likes of Selfridges, where the recently redesigned wine department’s occupies more retail floor space than ever before. 
 
 So, The British Market has truly matured and even in the current economic environment many would rather buy one good bottle than two bad, hence the 18% increase in the over £10 sector.
 
 We therefore ask again 'what will make your wine stand out in the British crowd?’

So, what's the plan for your brand or wine?
 
 Our strong suggestion – Don’t be dull! (And some are following this trend already). 
 But what do we actually mean by 'don’t be dull?'
 
 A good recent example has been Cote De Rhone’s innovative and unexpected sponsorship campaign.
 
 They have recognised the facts above and made some very bold moves on the back of it. Who would have imagined that Cote De Rhone would reach out to the new Britain purchasers via Yoko Ono? Well, they have! Conjoining their simple 'Think Red - Think Cote Du Rhone Wines” campaign.
 
 The decision to tie up with Yoko Ono’s Meltdown Music Programme might not have been the approach we would have recommended but its effectiveness cannot be questioned. The media coverage moved swiftly from living room to high street with sales growing across Britain by an impressive 12% for the AOC as a whole. We are not saying that BIG reds are the only answer and that music is the backbone of sales in Britain. However we are suggesting the following…
 
 Reconsider your market entry and/or position; think about Modern Britons and the advancement of knowledge and tastes on the High Street. Then, from here, evaluate your market, your brand and your sales campaign.
 
 Perhaps wiser still is to talk to those that know this land best - United Kingdom Wine Consultants.