Amazon wine brand now available in the UK

Amazon has expanded distribution of its new own-label range of  wines, into the UK, following their launch in Germany last month – but it will cost UK consumers almost twice as much.

The six-strong wine range, which are now available in the UK, comprise a Pinot Grigio, a Merlot, Chardonnay, Grenache Rosé, Dornfelder and Riesling – however the wines in the UK retail for £35.99 for all six bottle, compared to 19.99 euros in the German market.

The price differential can primarily be attributed to the difference in UK taxation, with UK consumers charged £2.23 a bottle duty, plus VAT. According to industry expert Gavin Quinney, 61% of a £5 bottle of wine is tax (£2.23 duty plus 83p VAT = £3.06), with the average price of a bottle of wine in the UK reported to be £5.68, according to the latest data from the WSTA (source: Nielsen, as at late Sept 2018) 

The UK is the fifth most expensive country to buy alcohol in EU, recent data found, around 29% above the EU average, or 40% more than Germany.

The company said the range will be expanded over time, with Amazon Prime members able to receive their wine order on a one-day delivery, although there is also an option to choose a ‘subscribe and save’ option for regular shipments for £34.19.

The move follows Amazon’s first foray into own-label spirits, which launched last month with Tovess Gin.

Amazon has tried to establish itself as a wine retailer three times, notably investing around $30 million in a failed wine venture with, pulling the plug on a wine-selling website prior to launch in 2009, before launching launched Amazon Wine as a marketplace for wineries in 2012. However, it axed its dedicated wine marketing arm, Amazon Wine, in the US in 2017, announcing it would focus on retailing wine through other outlets instead, such as its Amazon Fresh and Prime Now channels, as well as through Whole Foods Markets, which it acquired early that year.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

We encourage debate in the comments section and always welcome feedback, but if you spot something you don't think is right, we ask that you leave an accurate email address so we can get back to you if we need to.

Subscribe to our newsletters

Brand Manager

Elixir Distillers
Park Royal, London UK

Marketing Assistant

Speciality Brands
Park Royal, London, UK

Key Account Manager

MMI Maldives

Financial Controller

London City Bond
Barking, UK

Duty Manager

The Whisky Exchange
Great Portland Street, London

Spirits Advisor

The Whisky Exchange
London, UK

International Sales Manager

Elixir Distillers
Park Royal, London, UK

Brand Marketing Executive

Elixir Distillers
Park Royal, London, UK

Millésime Bio 2020

27th Jan 2020

Maisons Marques et Domaines Annual Tasting

London,United Kingdom
29th Jan 2020

Austrian Wine Tasting

London,United Kingdom
3rd Feb 2020
Click to view more