Arniston Bay boasts phenomenal brand growth in UK market
02 March 2010 by Tin Can PR
Proving its worthiness of international and local award winning status, Arniston Bay has been named one of the top selling wines in the UK. Arniston Bay is the fourth biggest South African brand in the UK and has a 5.8% value share and 5.6% volume share in the South African category respectively.
In addition, a recent report conducted by market analysts AC Neilsen, highlights that Arniston Bay has had significant growth over the last 18 months with a year-on-year volume growth of 64% and value growth of 58%. [AC Neilsen Data MAT 23/01/10]
According to the company of wine people TM's, Brand and Business Development Manager for the UK and Ireland, Barney Davis, this level of growth is currently ahead of that of the other wines in the South African category as a whole, and ahead of its closest competitors who hold the second and third positions in this category.
"We largely attribute the success of Arniston Bay and our other easy drinking wines, to the fact that we are continuously innovating through our variety of packaging alternatives, rigorous marketing and branding campaigns and ongoing research, which is conducted to establish what our consumers are looking for," he says.
The success of Arniston Bay Original Range led to the launch of the Arniston Bay Reserve range, a premium range of wines for the more discerning wine drinker. The Reserve range offers loyal Arniston Bay supporters the chance to trade up to a more serious wine, and, according to Davis, has received positive feedback from consumers.
The Arniston Bay Original range was also updated recently with new screwcap closures and refreshed packaging for all varietals as part of the brand's strategy to expand, innovate and meet consumer demand.
"We are very happy that we are able to share the carefree lifestyle that the Arniston Bay brand gives its drinkers with the UK market and we will continue to innovate and work towards moving into the number one spot of South African wines in the UK," says the company of wine people TM's, Executive Director of Sales
and Marketing, Chris O'Shea.
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