Sales: £89.2m Growth: -23.8%
The rand’s strength makes South African wine good value, so this year’s slump is disappointing. But First Cape is bullish about its 5.5% abv variants. In 2013, it’s sponsoring the British Lions tour, too.
Sales: £85.7m Growth: +544.6%
Value sales of Sainsbury’s exclusive brand Mondelli have soared by 544% over the past year to hit a stonking £86m. The performance has propelled it 121 places up the Biggest alcohol Brands rankings and makes it the seventh-bestselling wine brand in the UK.
Tesco’s rival exclusive, Ogio, is 12 rankings behind after also posting impressive growth over the past year.
So what’s the secret of its success? Much of Mondelli’s value can be attributed to its aggressive promotional and pricing activity. BrandView.co.uk data shows that Mondelli wine was on promotion every week for the last year, with a grand total of 60 deals [52 w/e 28 April 2012].
Sainsbury’s has also been tapping the growth in sparkling wine, rolling out a fizzy variant in the past 12 months and using national advertising to help establish Mondelli as a recognised brand. The range now comprises eight SKUs, and Sainsbury’s says it has no immediate plans to extend it.
“Our customers love the Mondelli brand, as the figures show, so we have a compelling plan for the range over the coming months and in the run-up to Christmas to ensure we keep delighting them,” said a Sainsbury’s spokeswoman.
Sales: £85.1m Growth: -8%
Diageo bolstered Baileys Original with a fourth variant - a café culture-inspired biscotti flavour - in September, and backed it up with a £2.5m campaign. But it wasn’t enough to stem an 8% slide in sales.
Sales: £82.1m Growth: +31.1%
supplier Australian Vintage’s strategy to keep McGuigan on the boil over the next 12 months includes the launch of a Reserve mark - a more premium alternative to its Classic range - and a new Provence-style rosé.
Sales: £79.4m Growth: -16.8%
Treasury Wine Estates says it planned for volume decline on Lindeman’s as it moved away from selling at unsustainable price points. The brand’s Wine & Book Club will give away Kindles and Amazon vouchers.
Sales: £76.9m Growth: +3.3%
John Smith’s Extra Smooth hasn’t had it easy - volumes declined - but with its ‘No Nonsense’ positioning serving it well for 20 years, owners Heineken have clearly applied that mantra to its pricing.
Sales: £75.4m Growth: -3.3%
Isla Negra is hoping to pep up UK sales with a new sparkling rosé, which - along with its existing Brut Sparkling - will make use of Zork’s SPK closure to allow resealing in a way that keeps the wine fizzy for days.
Sales: £74.5m Growth: -20.7%
AB InBev cut the strength of its premium lagers this year - and Beck’s, for one, could benefit from a saving on duty costs. Marketing continues to tap the arts and music channel that has served the brand well before.
Grant’s Family Reserve
Sales: £73.8m Growth: +2.5%
The most awarded blended whisky in the world is holding up well in a category with more volume sold on deal than any other. New gift packs, fractional sizes and new barrel finishes are planned for coming months.
Peroni Nastro Azzurro
Sales: £73.8m Growth: +9.3%
According to Miller Brands, TNS consumer research suggests Peroni is seen as the most stylish lager. It’s cementing this image with a Primavera 2012 push to show “the spontaneity and charm of Italy in summer”.
Britain's 100 Biggest Alcohol Brands 2012
- Currently reading
21-30: Britain's Biggest Alcohol Brands 2012