Germany launches attack on the UK
6th September, 2010 by db_staff
New listings in major supermarkets have prompted speculation that German wines are set for a revival in the UK off-trade.
Asda and the Co-operative Group have both taken on wines from the much-beleaguered wine producing country in the hope that they will be received by customers “with the gusto they deserve”.
Demonstrating the supermarket’s commitment to showcasing the country’s diversity of wine styles, the Co-op’s German wine buyer, Ed Robinson, said: “We want to show our customers what Germany has to offer, and with these new wines we feel we’re not only offering our customers great value but we’re also offering something different to our competitors.
“We’re fully behind German wines and we hope our customers respond to these new wines with the gusto they deserve.”
Nicky Forrest, UK managing director for Wines of Germany, said: "We’re delighted to see retailers getting behind quality German wines and discovering what Germany is capable of at an affordable everyday price point.”
Germany is also buoyed about future success in the UK following reports by Nielsen that show year-on-year sales of German wines above £5 in the UK have increased by 30% (MAT to w/e 12.06.10) fuelling further hope of the country’s revival in the UK off-trade.
The new listings at Co-op include the Floriana Pinot Blanc 2009, Palatium Pinot Noir 2009 as well as an own-label wine of the Co-operative’s – a Ziel Pinot Grigio/Chardonnay blend – taking the number of German wines stocked by the supermarket up to 14.
Meanwhile, Asda’s latest offering is Knights Fortress Rivaner, a new wine from the Mosel which aims to strip away the baggage associated with Germany and bring something “young and fresh” to the consumer.
Jane Parkinson, 06.09.2010