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Wine Market Report Plus 2009
Key Note Publications Ltd, Dec 2009, Pages: 103
This report estimates that the UK consumer spent a record amount on wine in 2009, an amount that accounts for 20% of all household spending on drinks and 28% of the alcohol market. The market experienced a steady year-on-year growth rate over the review period with a peak of 5.6% growth in 2007 and 1.3% growth in 2009 despite the recession. While beer is still the larger market, the long-term trend is towards drinking wine, almost all of which has to be imported.
The UK is one of the world's largest markets for imported wine and all major producing countries compete here, divided broadly between the Old World (European countries such as France and Italy) and the New World (led by Australia, Chile and South Africa). The market, therefore, divides along national lines, but although almost a quarter of consumers choose wine by country — according to a 2009 NEMS Market Research survey— similar numbers of adults choose by type of grape (e.g. Pinot Grigio, Merlot) or by brand (e.g. Blossom Hill, Jacob's Creek).
For the purpose of statistical analysis this report is divided into two divisions: still wine and sparkling wine. Still wine is subdivided by colour, with white having the largest share of the market (48%) over red (41%), and rosé showing a large increase in sales over the review period (111.4%).
Around 25% of consumers choose own-label wines, and this reflects the major role played by the supermarkets, where over 50% of wine is bought. This success is reflected in the demise in this decade of several off-license chains. Wine is also of growing importance in pubs and restaurants where fashionable wines include sparkling rosé and white wine made from the Pinot Grigio grape.
No single company dominates the fragmented wine market, but several major players have emerged including Constellation Brands of the US, Foster's Group of Australia and Pernod Ricard of France. The main British importer is Diageo, with the Blossom Hill brand.
Prospects for future value growth remain reasonably good with wine increasingly seen as the most civilized way of drinking alcohol, and a trend to buying more expensive wines. The authors predict a double-digit increase in the market by value between 2010 and 2014.
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