Chilean sales soar after dramatic rescue

Major multiples have reported a surge in sales of Chilean wine following last week’s rescue of 33 trapped miners in the South American country.

Waitrose, Tesco, Asda and Oddbins all said that over the last few days Chilean wine sales have been on the increase, with the most likely reason being the scale of coverage of the miners’ rescue and a number of promotional activities taking place.

Waitrose announced that Chilean white wine sales had shot up by 25% and reds by 5%.

Chilean wine buyer for Waitrose, Nick Room, told The Daily Telegraph: “Chilean wine was the tipple of choice yesterday as Waitrose customers celebrated the amazing rescue of 33 miners.”

Oddbins said that there had been a 10% rise in demand for all Chilean wines over the course of the rescue, with buyer Ben Gubbins saying there had been a “very good uplift”.

Both Tesco and Asda have been promoting Chilean wines heavily this month and Asda is planning a 25% off promotion across its entire Chilean range.

Rupert Millar, 18.10.2010