According to the VINEXPO/ IWSR study still wines represent 91% of all wines consumed in the UK, sparkling wines are fashionable and the segment continues to grow. Between 2010 and 2014, while consumption of still wine fell by 8.2%, the consumption of sparkling wines gained momentum increasing +33.5% by volume, with Prosecco being the main driver.
Overall sparkling wine consumption by volume grew by 11.5% in 2014 in comparison to 2013. The volume of all non-Champagne sparklers grew at an even faster 15.2% in the same period. This category is driven by Italian sparkling wine, which saw volume grow at a rate of 52.1% in the year 2013 to 2014. The growth is a result of the still-accelerating Prosecco boom.
The VINEXPO/IWSR research reveals that the majority of Prosecco sold in the UK is unbranded (private-labels or retailers exclusive accounts). This means brand consciousness, as such, is almost non-existent. Consumers see Prosecco as a brand in its own right. Therefore, there is space for growth at the higher price points if investments are made by key players to build recognisable Prosecco brands that can build consumer loyalty, VINEXPO says.
The UK also remains the world’s leading Champagne market. Between 2013 and 2014 Champagne exports to the UK grew by 6.1% to reach 32.7 million bottles. In the UK, 40% of Champagne volumes are distributed via the off-trade, but this year the on-trade and online channels drove the growth rate, particularly in London.