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Nicolas Feuillatte blames global volume dip on poor UK performance

Published:  07 June, 2017

Nicolas Feuillatte has reported a 4% dip in global volume sales driven by the general UK market decline for Champagne.

The French producer said volume had dropped to 10.4 million bottles in 2016.

It posted sales worth 202 million euros and a net operating profit of 20 million euros for the year - a result the board considered to be an “excellent performance” given the “challenging landscape” and continued economic fragility.

It said the "marked decline" in UK Champagne sales was “solely responsible" for the brand’s overall volume decline, with Nicolas Feuillatte maintaining its position as market leader in France, with volume sales of 6.3 million bottles - largely in line with 2015, together with an increase in turnover, it said.

In other key markets, notably mainland Europe, US and Asia, the brand had progressed or remained stable, it said, adding it had sold more than 4.1 million bottles outside France in 2016 boosted by entries into new countries, including Brazil, China, Paraguay and Uruguay.

The overall performance underlined the financial stability of Nicolas Feuillatte, said marketing & communications manager, Olivier Legrand, adding the objectives for 2017 were to continue to focus on strengthening the brand, international expansion and increasing brand value.

“Although it is a challenging time for the Champagne market as a whole, we are pleased with the progress made in 2016 for the Nicolas Feuillatte brand,” he said.

The brand had enjoyed a “very positive” response to its new positioning and the advertising campaign launched last year, he added.

“This year we are continuing to build on this momentum with bold communication activities such as organising the first ever multi-sensory Champagne tasting in virtual reality, which will target key opinion leaders and consumers.”

Nicolas Feuillatte, which claims to be the third largest Champagne brand in UK retail; the number one best-selling Champagne brand in France and third overall in the world, set on a new course in wine tourism at the end of April with the opening of a visitor centre, with the aim of turning every visitor into a “brand ambassador”.