Rhône wines see volume growth

Rhône wine volume sales in the UK off-trade rose 6.5% in 2012 compared to the previous year, according to IRI data.

The growth was driven by a hike in popularity for Côtes du Rhône Villages, which was up 90% to 1.3 million litres.

Olivier Legrand, marketing director at Inter-Rhône, said: “The UK remains the number one export country for Rhône wines. Sales of Côtes du Rhône wines have increased across the board and we’re really seeing a loyalty from UK consumers.”

In 2007, just 26% of Rhône sales in the UK off-trade were on bottles retailing at £5 or more, while 58% were sold at less than £4.

Now 59% of sales are at £5 or more, and 21% are sold at less than £4.

The duty escalator is likely to have played a role in this development, but Legrand sees it as evidence of loyal customers keen to trade up.

He said: “With an average price point of £5.18 per bottle, Côtes du Rhône Villages wines are positioned in the most dynamic price range. The trend seems to be that UK consumers are prepared to pay slightly more for quality wines such as Côtes du Rhône Villages.”
Legrand added: “Our aim is to build on the successes of the 2012 campaign  and continue to show a strong and clear brand identity for  Rhône wines which consumers will instantly recognise.”

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