Chile knocks out South Africa to enter top five countries by value in UK off-trade

By Jo Gilbert

Published: 31 October, 2016

Chile has stormed into the top five countries of origins rankings for the first time, overtaking South Africa as the country which has sold the most in the UK off-trade by value over the past year.

According to IRI reports to October 8, 2016, the latest figures show Chile is up to £441 million from £422m a year ago, representing +4.5% value growth.

South Africa meanwhile slipped back over 8% to £436.2m.

According to the figures, Chile is the only country in the top five showing positive growth, with Australia, Italy, USA and France all showing percentage decline in value share over the 52 weeks.

The only countries in value growth in the Top 10 are Chile, New Zealand and Argentina.

Chile has moved up the rankings after overtaking Spain in sixth position at the beginning of 2016.

Total still wine by country of origin, total off-trade 52w/e to Oct 2016

Its growth has been driven by gains in the convenience sector (where Chile now is the third most popular origin) and across all channels by top Chilean brand Casillero del Diablo (+37% value growth) and Cono Sur (+11.3%).

"Chile offers a fantastic range of wines and consumers recognise the value that these wines deliver at the price point," Clare Griffiths, commercial director at Concha y Toro UK, said.

"We have no doubt we will continue to see growth from this category given the strength of the branded propositions such as Casillero del Diablo and Cono Sur that not only provide consumers with reassurance and value for money but also drive category value for our customers."

The other success story for Concha y Toro brands continues to be Trivento from Argentina, which remains the number one Argentinean wine brand in the UK, showing 66% value growth over the same 52 week period and seling 336,000 9-litre cases.

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