The multiples have singlehandedly brought the UK wine business within reach of the mass market and now they are reaping the rewards. Sales are growing by 6% (volume) and 8% (value) as consumers grow in confidence and experiment with new styles, varieties and countries. The lion's share has gone to the major supermarkets whose private labels have given a platform to wines from all over the world. With their emphasis on price and quality they have spearheaded the growth of the market for Australian, Californian, South African and South American styles. Producers, looking for a bigger slice of the action, have recognised the increased profit potential of brands. These are now being given serious levels of marketing support and now command 19% of off-trade volumes. This figure is growing by 32%, driven by the Australians who are increasing their share by about the same rate. The only non Oz brands in the top 10 are Gallo and Blossom Hill from California. Stowells of Chelsea is also in the top five, but its bag in box and bottle range features wines from all over the world. Top 10 Wine Brands (GB off licences MAT value % share for 12 months to August) 1 E&J Gallo 3 2 Jacob's Creek 3 3 Stamp 2.2 4 Stowells of Chelsea 1.8 5 Lindemans 1.7 6 Rosemount 1.6 7 Blossom Hill 1.2 8 Penfolds 1 9 Nottage Hill 1 10 Banrock Station 1 Source: ACNielsen {{Z SUPPLEMENTS }}