German wine sales get a festive lift

The influence of German Christmas markets in the UK is having a beneficial impact on German wine sales, according to various supermarkets in London.

Waitrose told the Evening Standard newspaper last week that its German wine sales have risen by 36% this year, while Marks & Spencer’s have risen by 20%.

Andrew Bird, M&S’ beers, wines and spirits manager, said he had seen an “unprecedented rise” in the sale of German drinks.

The news is a welcome turnaround for Germany’s performance in the UK off-trade. Nielsen figures for the first half of this year (w/e 12.06.10) showed sales were down 16% in volume to 3.1 million cases and down 8% in value to £128m.

Despite this, however, Germany did experience a 207% increase in wine sales in the £9.01-£10 price band during the same period.

For a more in-depth report on the current state of Germany in the UK off-trade, see the November 2010 issue of the drinks business.

Jane Parkinson, 20.12.2010