WINE: Arniston Bay's UK Breakthrough
Recent Western Cape Business News
Proving it’s worthiness of international and local award winning status, Arniston Bay has been named one of the top selling wines in the UK. Arniston Bay is the fourth biggest South African brand in the UK and has a 5.8% value share and 5.6% volume share in the South African category respectively.
In addition, a recent report conducted by market analysts AC Neilsen, highlights that Arniston Bay has had significant growth over the last 18 months with a year-on-year volume growth of 64% and value growth of 58%.
According to the company of wine people’s, Brand and Business Development Manager for the UK & Ireland, Barney Davis, this level of growth is currently ahead of that of the other wines in the South African category as a whole, and ahead of its closest competitors who hold the second and third positions in this category.
“We largely attribute the success of Arniston Bay and our other easy drinking wines, to the fact that we are continuously innovating through our variety of packaging alternatives, rigorous marketing and branding campaigns and ongoing research, which is conducted to establish what our consumers are looking for,” he says.
The success of Arniston Bay has led to the launch of the Company of Wine People’s new Reserve range, a premium range of wines for the more discerning wine drinker. The Reserve range offers loyal Arniston Bay supporters the chance to trade up to a more serious wine, and, according to Davis, has already received positive feedback from consumers.
“According to market research conducted in the UK, a gap in the market existed for a branded Reserve level offering with high quality wine and strong packaging,” he adds. “Therefore,we decided it was time to launch the Reserve range with its screw cap closures and stylish, timeless labels adorned with gold foiling, it puts this range at a more premium level.”
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