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Wine Market Report Plus 2008
Key Note Publications Ltd, Oct 2008, Pages: 103
The UK wine market has continued to grow in the 2000s — reaching an estimated value of £11.25bn in 2008 — despite the declining economic conditions and general turbulence in the controversial alcohol sector. Its share of all alcohol spending in the UK reached 25.9% in 2007, although this figure has room to grow, as the beer sector — which held a 44.2% share of the alcohol market in 2007 — is in decline.
In this report, the definition of wine excludes fruit wines and fortified wines. The market is divided by: style (still versus sparkling); colour (red, white and rosé); country of origin (the market is almost all imports); and `varietal' (such as Chardonnay or Merlot). The range of places of purchase adds to the diversity of the market (from expensive restaurants to supermarkets or mail-order wine clubs).
Some consolidation is taking place, however, as the world's largest companies acquire vineyards and concentrate their efforts on selling a small number of major `brands' of wine in the UK. Modern branding of wine is different from that of most other drinks, as it has to take into account various descriptions; for example, Black Tower was a simple German white wine in the 1990s, but the brand now offers a wide selection of countries of origin and varietals (e.g. Black Tower Riesling, Pinot Grigio Rosé and sparkling wine).
Origins of wine are as diverse as the brands and varietals, with 60% of UK imports now coming from the `New World' (mainly Australia, the US, Chile and South Africa), but with France, Italy and Spain remaining key players. Matching the diverse origins is the globalised supply structure — for the major brands, at least — involving companies such as Constellation (the US and Australia), Gallo (the US), Foster's (Australia), Pernod Ricard (France) and the UK's own Diageo.
The short-term prospects for growth in the wine market are muted by the possibility of a UK recession and the anti-alcohol movement, but in the long term the market can continue to replace sales of beer and spirits, as trends in British drinking and eating move closer to Continental patterns. We estimate that the volume of wine sold will edge upwards to 1.35 billion litres per annum in 2013, and the value of the market is predicted to reach just under £13.33bn in the same year, with higher prices per bottle from `trading up' by consumers being a feature of the market.
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