Wine suppliers confident of a better year ahead

09 July, 2010

Wine suppliers are forecasting better times ahead in OLNís annual Wine Report poll.

The survey of 50-plus wine suppliers, ranging from the big players to small agencies, showed 83% were confident sales would increase over the coming year.

Only 4% anticipated sales would decrease over the same period.

The long-term expectations of suppliers were even more optimistic. Over the next five to 10 years, 96% were confident their sales would grow.

The survey also found that 27% of respondents had bucked the trend in the economic downturn by taking on new staff last year. A further 20% said they were planning to expand workforces Ė almost double that of last yearís report.

In 2009, 2% of respondents said they expected to lay off staff in the coming year, compared with none this year.

Fourteen per cent made redundancies compared with 21% last year.

Mark Kermode, off-trade and buying director for Enotria, said: ďAs some degree of consumer confidence returns, we have seen sales in the premium sector begin to grow.Ē Buckingham Schenk commercial director Jon Pepper said consumers were prepared to pay a little more for wines that over-deliver on quality.

OLNís Wine Report also unveils the top 50 wine brands in the off-trade, using exclusive Nielsen data. See pages 21-51




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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