How to win at wine o’clock


NEW world wine giant Treasury Wine Estates (TWE) is going all out for summer sales in the £6-8 price range. It says that’s the market’s fastest-growing price bracket, with moving annual total volume sales up 21%.

There’s a fresh new look for its Rosemount Estate’s Blends range, plus a new wine, Pinot Grigio Sauvignon Blanc Vermentino Blend, RRP £6.49, joining the range in August.
Matua gets an on-pack competition specifically for the convenience channel, with a top prize of a £10,000 trip to New Zealand. It runs on promotional bottles of Matua’s Sauvignon Blanc or Pinot Noir.
Lindeman’s Sunshine campaign returns for another season, backed by outdoor and digital advertising. There will also be a competition for symbol groups, and in cash & carries, next month.

• Hardy’s and Echo Falls distributor, Accolade, says that sweet rosés, such as White Zinfandel and White Grenache. are the pinks of choice in Scotland. But as the rosé market matures, drier varieties such as Provence style rosé and Pinot Grigio Blush are gaining ground.
Marketing controller, Amy White, also predicts that Chardonnay’s growth will continue. She cites a Hardy’s survey which found that 18% of people in the UK are drinking more Chardonnay than last year.
Australian Chardonnays are, she adds, doing particularly well. She quotes Nielsen figures that show Australian Chardonnay growing at 6.9% in the UK during 2013, compared to 1.4% for the varietal as a whole.

• Another distributor, CWF, recommends tailoring the range to summer drinking. The firm recommends its Terre di Passione range of varietal wines from the Veneto region or Villa Serena’s Pinot Grigio La Pavia, Merlot Venezie and Garganega Pinot Grigio as summer sellers.
To add fizz to barbecues it recommends Prosecco di Valdobbiadene Superiore or Prosecco Treviso Spumante.

• Australian Vintage Ltd has a new low-alcohol wine range, Miranda Summer Light, coming to the UK in mid-August. The Sauvignon Blanc and Shiraz are made using new technology said to reduce the alcohol but maintains the flavour. Both are 5.5% ABV.