Major retailers such as Waitrose, Tesco, Asda and Oddbins claimed they had recorded dramatic sales hikes of Chilean wine at the end of last week, attributing the increases to consumers celebrating the successful rescue of the miners, who had been stranded underground for nearly 10 weeks.
At Waitrose, overnight sales of the South American country’s white wine jumped by 25% and reds by 5% at the end of last week “as customers watched the unfolding drama on their TV screens,” said Chilean wine buyer Nick Room.
An uplift of 10% across all Chilean wines was reported at Oddbins throughout the course of the rescue, said buyer Ben Gubbins.
Chilean wine is being heavily promoted at Tesco and Asda this month.
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