Top ten wine brands’ fortunes shuffled

Casillero del Diablo and Barefoot overtake rivals with strong sales surges
18 August, 2016

Casillero del Diablo and Barefoot have posted strong value growth figures to surge up the table of the UK’s bestselling wine brands.

Hardys holds on to the top spot despite a 3% value decline (IRI, year to July 2016) and is comfortably ahead of second- placed Blossom Hill.

The Californian brand, which recently transferred from Diageo to Treasury Wine Estates, has seen sales dip 14.5% to £208 million, leaving it £108 million behind Hardys. Third-placed Echo Falls – a stablemate of Hardys at Accolade – is up 3% to £194 million.

Casillero del Diablo has posted huge growth of 34% to climb into fourth spot, with annual sales of £120.2 million, according to IRI.

At £6.13 it has the highest average price point in the top 10 brands, with Hardys on £5.18, Blossom Hill on £4.93 and Echo Falls on £4.97.

Laura Thomas, marketing manager at brand owner Concha y Toro, said: “The brand’s continued outstanding performance is driven by strong relationships with our retail customers and with consumers, via a mix of price promotions and brand-building activity, leveraging our Sky Cinema partnership on-pack, in-store and above the line.

“We have just launched a national on-pack campaign on more than 4 million Casillero del Diablo bottles, giving consumers a chance to win a Sky TV package every month and the Ultimate Home Cinema package.

“We are hugely ambitious for the brand and expect it to continue to add value to the wine category and make further advances in the next few years.”

McGuigan slips out of fourth spot into fifth, despite an excellent performance of its own – sales grew 9.6% to £120 million, just £300,000 behind Casillero del Diablo.

Barefoot has climbed up to sixth with the fastest growth of any of the top 10 as sales rose 37.5% to £107.3 million.

The Barefoot range has recently expanded with a Chardonnay and Malbec. Bill Roberts, vice- president and general manager for EMEA at brand owner Gallo, said: “Barefoot is all about being different, which is why when

we launched we didn’t go with a Chardonnay as people might expect. We started with Pinot Grigio which wasn’t perhaps the most closely associated variety with the US.

“We felt now that Malbec is still relatively new to the average consumer and, while Argentina is all about Malbec, it need not have an exclusive on it. It gives Barefoot a point of difference from other Californian brands.” Barefoot leapfrogged sister brand Gallo, now seventh with sales down 13% to £98.6 million. The top 10 is completed by Isla Negra, down 2% to £90.8 million, Jacob’s Creek, down 5.7% to £88 million and Yellow Tail, up 33% to £85.8 million.

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