Kylie hero Merlot

Source: Benchmark Drinks

Kylie Wines is now worth £18.9m, having more than quadrupled its value

Kylie Minogue has taken the UK’s supermarkets by storm – and Gary Barlow could be next to do so.

Minogue’s wine – made by celeb wine specialist Benchmark Wines – is the fastest-growing brand by percentage in this year’s Biggest Alcohol Brands report.

It is now worth £18.9m, having more than quadrupled its value on volumes up 314.9% [NielsenIQ 52 w/e 30 April 2022].

Benchmark Drinks MD Paul Schaafsma said its success was thanks to the pop star being “personally” involved with “every element of the brand from blending the wines to designing the packaging”.

The launch of its Prosecco Rosé in April 2021 was also a key driver of the brand’s success, as was “strengthened distribution” for its range across grocery, Schaafsma added.

He said it was set to make further sales gains this year via a “big increase in marketing investment – and, of course, ongoing support from Kylie Minogue herself” via her social media channels. 

Benchmark now is hoping to enjoy the same success through its tie-up with Take That star Gary Barlow. It this week added a new organic rosé to the range (rsp: £8/750ml), which made its grocery debut in October.