Sainsbury's wine team reports surging New World sales among Millennials

Sainsbury’s has reported a 26% growth in sales of Taste the Difference wines thanks to a strong performance from New World regions.

The star performer has been Argentina, which is up 67%, so it has reacted by launching a Malbec magnum and three new Argentine reds.

Sainsbury’s said sales from classic Old World regions remain “steady”, but added that South Africa, Chile, New Zealand and Australia are all thriving.

Londoners and Millennials are driving the growth of premium, New World wines at Sainsbury’s. In the capital New World sales have grown by almost 50% in the past year, according to Nectar card data. Meanwhile, 18 to 34-year-olds now spend a third more on Sainsbury’s wine than they did a year ago.

Georgina Haughton, buyer for premium still wines at Sainsbury’s, said: “We’ve seen the premium Taste the Difference still wine range go from strength to strength and it’s clearly our New World offering that’s appealing to the millennial wine shopper, who is prepared to pay a bit more for a good bottle.

“This is where we’ve focused our recent development. The biggest growth has been in Argentina – thanks to the halo-effect of the ever-popular Malbec grape, so I’d expect the Morador Malbec magnum to be a real hit as we head into party season.”

Alongside the Morador magnum, shoppers can also get their hands on a new High Altitude Malbec from Alta Vista, as well as a red blend of Bonarda, Malbec and Shiraz from Catena.

Sainsbury’s said it is also pushing boundaries with its Taste the Difference South African range, following the success of the Taste the Difference Fairtrade Shiraz.

Haughton added: “Elsewhere, the new wave of winemaking that South Africa is now seeing focusses primarily on blends and really encourages creativity, making it, in my opinion, one of the most exciting winegrowing countries in the world at the moment.”

The supermarket has a long-standing relationship with Bosman Family Vineyards, and credits this with allowing it to be “especially creative”. The partnership has yielded new red and white South African Azana blends.

This November sees the launch of a total of eight new Taste the Difference wines, bringing the range up to 93 and spanning 12 wine-producing countries.

The new launches are:

·        Taste the Difference Morador Malbec Magnum, Argentina £17

·        Taste the Difference Morador Red Blend, Argentina £8.50

·        Taste the Difference Morador High Altitude Malbec, Argentina £13

·        Taste the Difference South African Azana Red Blend £9

·        Taste the Difference South African Azana White Blend £9

·        Taste the Difference Dry Furmint, Hungary £10

·        Taste the Difference Cotes du Jura, France £11

·        Taste the Difference Rioja Gran Reserva, Spain £13.50

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