UK FOCUS FOR WASHINGTON

Published: 23 July, 2008

By Josie Butchart

Washington State vintners are hoping to increase sales in the UK off-trade, as the falling value of the dollar is making their notoriously expensive wine more affordable for UK consumers. Steve Burns, executive director of the Washington Wine Commission, told Harpers at the Washington State tasting in London last week: We will never be able to compete at 3.99, but with the exchange rate heading towards two dollars to the UK pound we now have a great opportunity in the UK. We can represent great value at 7.99 to 12.99.' Darryll Puddy, Vincor's marketing manager for the UK and Ireland, added that he wants to bring Washington State wines to the great unwashed' by promoting the Hogue Cellars fruit-forward' entry-level range [RRP 7.49] at 5.99 in the multiple grocers. That will enable us to compete head-on with the likes of Rosemount and Lindemans,' said Puddy. There is potential for Washington State if we take a commercial approach.' Berkmann Wine Cellars announced that it has overhauled' its North American list and made room for four new Washington State wineries in the Stimson Lane group - Columbia Crest, Chateau Ste Michelle, Snoqualmie Vineyards and Stimson Estate Cellars - by shedding Canada's Mission Hill and the off-trade responsibility for Beringer. Berkmann expects to offer an entry-level wine from Columbia Crest at 4.99.

Printer friendly version