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Britons’ taste for rosé puts US wine sales above France
Jonathan Prynn, Consumer Affairs Editor15 Dec 2008
MORE American wine than French was drunk in Britain for the first time ever last year.
France fell to number three for the first time in the UK's wine consumption league table.
The popularity of Californian rosé, combined with a slump in demand for cheaper French wines put the US second behind Australia.
Sales of US wine grew five per cent to £781 million in the year to November, while French sales slumped three per cent to £780 million.
Production volumes of US wine have also overtaken France's, growing three per cent to 140 million litres, while France's slipped seven per cent to 130 million litres.
Stewart Blunt, of market analysts Nielsen, which produced the figures, said: “France has traditionally had a lot in the under-£3 sector, with vin de pays and cheap Bordeaux. That chunk of the market has lost quite heavily over the past six months.”
Crucial to the success of US wines is Californian rosé, which has become a hit with women drinkers in Britain. Its soared by 17 per cent in the year to October but French rosé has done badly, slipping by nine per cent in volume and five per cent in value in 2008.
John McLaren, California Wine Institute's trade director in the UK, said his “consumer-friendly” helped it overtake its arch rival.
“The Californians do very well what the French don't — which is to find out what the customer wants,” he said. “California has grown up a lot, but there is no doubt some of the finest wines on earth are made in France.”
According to Off Licence News magazine, the US has only just overtaken France — the two countries' share of the market remains virtually the same at just over 16 per cent each.
Wines from Australia are most popular with UK drinkers with a 23 per cent share. Demand for New Zealand's wine is up by 15 per cent, Italy is up 11 per cent, Argentinian wine is down two per cent. South Africa's, less affected by the weak pound, is the fastest growing, increasing its market share by 25 per cent.
Christine Boggis, of Off Licence News, said: “People who bought French wine for under £3 a bottle have not migrated up to the £4 price bracket, but have simply dropped off the map.”
Tesco's wine buyer Graham Nash said French wine producers were still hiking prices at a time when customers are looking for greater value.
Reader views (1)
Hmmm... okay, here is just one US perspective. To diminish what American wine producers have accomplished - producing quality wines at all price points - by implying that we only attained this single instance of superiority over French wines simply because of our marketing strategy is a disservice to all, especially the consumers purchasing the US product.
In regards to the French wines in the 3 Euro's ($4.25/.750ml bottle) and under category, personally I can't blame them for looking elsewhere for their "beverage of choice!" Think about it: backing out the labor cost to cultivate and pick the grapes, bottle it, marketing, sales commissions, and hopefully, a pittance of profit for the producer, what do you imagine the poor producer can hope to realize?
But in the end, kudo's to the women of the UK for supportint our great rose's!
Cheers
Bruce
Naples Wine News
- Bruce Nichols, Naples, Florida USA, 16/12/2008 01:35
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