Strong marketing is essential to maintaining global brand
F rance might be the traditional home of fine wines but once again it is New World countries that dominate in terms of what the average UK customer chooses to drink, which all goes to highlight the importance of strong marketing to make and maintain a strong global brand.
It is the leading players in the global wine market who continue to dominate, as the latest sales figures released in the past few days show.
Top of the pile is Californian-based Gallo, which sold 75 million nine-litre cases of wine around the world last year, up by five million cases on the previous year. Its well-known brands include Gallo Family Vineyards, Turning Leaf, Redwood Creek and Barefoot Wine.
How quick a brand can be built is illustrated by the fact that four years after its launch in the UK wine market, Gallo's Barefoot Wine range is now one of the most successful in its whole portfolio, which is significant when you consider where all its efforts have lain this year – the launch and heavy promotion of Moscato.
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Moscato supports the growing demand for approachable wines that are lighter in alcohol and sweeter in style.
Grabbing second place in the league table and enjoying phenomenal success against an overall trend of falling sales is Chilean-based Concha y Toro, best-known in the UK for its Casillero Del Diablo brand and its links as one of the sponsors of Manchester United.
Other famous brands under the Concha y Toro umbrella are Palo Alto, Fetzer and Bonterra Organic Vineyards.
Third place was taken by Australian-based Casella Wines and its Yellow Tail brand. Yellow Tail celeb- rated its tenth birthday last year and in that time, Casella has become Australia's largest wine exporter. More than two million glasses of Yellow Tail are enjoyed around the world every day, which required production of ten million cases of wine each year.
On Monday at 7pm, there is a great event lined up for wine and food enthusiasts at the Cellar Door in Melton, the retail outlet of WM Jackson & Son.
East Yorkshire's only Michelin-starred chef, James Mckenzie, of the Pipe and Glass in South Dalton, will be doing a cookery demonstration, with some great ideas for Christmas, and afterwards, Stuart Shenton and the Cellar Door team will take over and provide a festive wine tasting showcasing their choices for the festive period.
All the proceeds will be donated to the Dove House Hospice Love You 2 appeal.
Tickets cost £20 and are available from the Cellar Door by calling 01482 638899 or from Keeley Knaggs at Dove House by calling 01482 755744.
The wines and cuisine of Italy will be showcased at Howden's newly launched wine bar and bistro, The Bridge, on Wednesday night.
A four-case "Taste of Italy" menu will be accompanied by matching Italian wines, chosen by expert Sean Welsh, who owns The Bridge and Howden's Flourish and Prosper wine shop and deli.
Tickets cost £39.95 per person and are available in advance by calling 01430 626141
When: From Wednesday until January 1.
Why: A classic blend of Chard- onnay, Pinot Noir and Pinot Meunier with generous fruit flavours.
£12.99 (was £29.99)
Why: This red blend of Cabernet Sauvignon, Merlot, Cabernet Franc and Petit Verdot is a terrific wine that would be a great match for red meat.
Why: A lovely new Tuscan white wine with pear and honey notes on the nose – the palate is elegant with soft tannins and a fruity taste.
Why: Delightful pale pink with aromas of strawberries and peaches. Crisp, dry and great with cheese or meaty fish.