High five hold on
Published:  11 July, 2008

Supermarket shoppers stick with their favourite names and push sales up

Supermarkets were

leading the pace in the year to June 14, with sales up 6% to £3.3 billion. They accounted for just over 69% of off-trade wine sales, according to Nielsen and, as was the case with the market generally, 38 of the top 50 brands they sell were in growth.

The multiple grocer league table is

similar to the chart for the off-trade at large. There are some small differences, however: although Hardys leads both categories, its nearest challenger in grocery is Gallo, not Blossom Hill. The two top 10s, give or take a few minor positional details, contain the same names, with one exception.

Concha y Toro crowns a spectacular 12 months with a place in the grocery top 10, while Echo Falls, number eight in the overall league table, must settle for 14th place.

Constellation's Stowells

is neck and neck with Wolf Blass in the grocery chart, benefiting from the ongoing consumer love affair with Pinot Grigio and rosé. Nielsen statistics show Stowells to be the fourth best-selling rosé in the off-trade, ahead of Mateus, which once had the market virtually to itself.

The Pinot Grigio boom

also ensured

a strong performance from Ogio, a new entry in the chart at 28. Tesco has been aggressively promoting the Italian exclusive by slashing the nominal headline price of £7.99 to £3.99. Another Pinot Grigio, La Gioiosa, was

a new entry

last year

and, although its position has slipped a little, sales were up 17% and in the grocery multiples its value is only £3 million lower than the mighty Rosemount.

Supermarkets need big brands

and big brands need supermarkets . The top 10 brands account for £995 million in sales value, just over 30% of the total value of wine in the multiple grocery sector.

Hardys alone is almost as big as the bottom ranking 25 wines put together in terms of sales.

The New World, perhaps unsurprisingly, claims all top 10 slots and the lion's share of the top 50, although the presence of 20 European brands (not including the Stowells lines) will give comfort to anyone who fears grocery buyers only have eyes for Australia, California, Chile, South Africa and New Zealand. France, derided by some as being incapable of producing supermarket-friendly brands, has a creditable eight wines in the chart, and there are five apiece from Spain and Italy. Six of the eight new entries are from Europe.

Piat d'Or has not enjoyed the happiest 12 months - it is, along with La Châsse du Pape, one of two French brands to register declines in grocery.

Kumala and Montana, bigger sellers from the New World, clearly have work to do to turn around their fortunes in

supermarkets .

Fetzer is the highest-profile casualty of this year's list, disappearing from view despite claiming 25th position last time.

Top 50 wine brands in supermarkets

Position

Brand Change % Position Brand Change %

Year to 14 June 2008 (Position in OLN Wine Report 2007 in brackets)

1

(1)

Hardys

12

2

(2)

Gallo

6

3

(3)

Blossom Hill

14

4

(4)

Jacob's Creek

5

5

(5)

Wolf Blass

13

6

(7)

Stowells

32

7

(9)

Lindemans

11

8

(8)

Banrock Station

4

9

(6)

Kumala

-5

10

(12)

Concha y Toro

64

11

(10)

JP Chenet

3

12

(18)

Isla Negra

56

13

(13)

First Cape

43

14

(11)

Echo Falls

8

15

(15)

Namaqua

57

16

(19)

Oyster Bay

34

17

(17)

Rosemount

18

18

(14)

La Gioiosa

17

19

(16)

Calloway Crossing

1

20

(21)

Campo Viejo

12

21

(32)

Canti

44

22

(20)

Montana

-9

23

(23)

Black Tower

23

24

(24)

Oxford Landing

12

25

(-)

McGuigan

138

26

(-)

Villa de Moreschi

38

27

(29)

Rawnsley Estate

12

28

(-)

Ogio

185

29

(-)

Berberana

75

30

(22)

Viña Maipo

6

31

(27)

Turner Road

-9

32

(35)

Blason de Bourgogne

12

33

(-)

Castillo de San Lorenzo

92

34

(30)

Nobilo

1

35

(31)

Yaldara

-16

36

(26)

Piat d'Or

-19

37

(36)

Brown Brothers

3

38

(-)

Caves St Pierre

56

39

(34)

French Connection

0

40

(38)

Mateus

1

41

(-)

San Pedro

11

42

(45)

Inycon

19

43

(43)

Torres

8

44

(44)

Calvet

8

45

(50)

Villa Maria

12

46

(42)

Chileno

-6

47

(-)

Good French

7

48

(37)

La Châsse du Pape

-19

49

(33)

Arniston Bay

-14

50

(48)

Marqués de León

6




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