Sales of New Zealand wine in the UK off-trade have now overtaken Germany when expressed as a ‘country of origin’ percentage share.
In the latest Nielsen data (MAT end March 2010) New Zealand now has a 3.3% share of the UK off-trade market and has overtaken Germany for the first time. The value share of New Zealand continues to grow – the latest MAT growth registered 4.6% country of origin share; a growth of over one percentage point since December 2009.
In addition, New Zealand is now the fastest growing country of origin showing volume gains of +57% and this has been accomplished whilst having the highest average retail price at £6.05 per bottle.
David Cox, New Zealand Winegrowers European Director stated that these figures demonstrated the vibrant nature of the opportunities for New Zealand wineries exporting to the UK market. “Whilst I am aware that some discount price activity has influenced some aspects of this fantastic performance, nonetheless, our continued value growth and our high average retail price, which has actually grown for red wines, confirm the fact that UK consumers are continuing their affection and loyalty to the incredibly interesting wines that are being made from New Zealand”.