Rivals "would kill" for New Zealand wine category's shopper base

27 January, 2015

Rival countries would kill for New Zealand’s affluent young consumer base, according to Mud House supplier Accolade.

The UK’s leading supplier made its first move into the dynamic category when it bought Mud House last year, and it has grown UK sales from 10,000 9-litre cases to 250,000 in nine months.

Accolade’s category development manager Jane Robertson said: “New Zealand shoppers are younger and more affluent than any of the other countries of origin.

“It’s a dream shopper – young, engaged, knowledgeable, willing to spend money on New Zealand, willing to learn more.

“It’s a great shopper to have. Any other country of origin would kill for this.”

New Zealand commands the highest average price point of any country, at £7.21, with its closest competitor, France, on £6.39. Sales are also up 10.4% in volume and 12.7% in value in the past year, according to Nielsen (year to January 3), after a strong Christmas period where volume sales grew 11.4% on the previous year.

Accolade boss Paul Schaafsma said: “We are very committed to New Zealand. If anything we will grow our presence there.”




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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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