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UK consumers picking more premium Chilean wines

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Chilean wine sales have seen a boost in the over £10 category in the UK, demonstrating that British wine drinkers are starting to invest in spending on premium level Chilean wines. A Nielsen study showed that while Chilean wine sales in the £3 – 4 bracket fell down by just over 40% last year, sales went up by almost 39% in the over £10 category. There was also a growth of almost 28% in the £7 – 8 bracket.

The UK’s post-recession economy has seen penny pinching in certain markets and some wine producing countries are losing their stakes in the premium wine market, but it’s clear that after working the value bracket for decades, consumers are willing to put their precious extra couple of pounds into premium Chilean wine.

The UK business publication, The Drinks Business, analysed the findings in an article on 16th September 2013 where different personalities in the wine business commented on how Chile’s ‘sweet spot’ was in the over £7 category where Chilean wines deliver impressive quality for their price point. “This is where the Chileans excel in producing wines with real personality and expression that tease, excite and leave you yearning for another glass,” Toby Morrhall, Chilean buyer for The Wine Society, told the publication about the £7 – 12 bracket.

In recent years Chilean wineries have been focusing on their super premium wines and been competitive in world class standards for super premium wines, no longer just relegated to the ‘value’ or bottom shelf image. Wineries have not only been launching more and more ‘icon’ level wines but are also delving into the collectors’ market by selling older vintages of wines, proving that Chilean wines can age and compete with the best of them!

By Amanda Barnes

To read the Drinks Business article, click here.

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