Hardys, Echo Falls and Kumala brand owner Accolade Wines launched a new strategy and products to help boost the wine category.

It has launched its annual Wine Report, which showed that while wine volumes are falling in the UK, value is on the up, which it puts down to rising taxes and a shift among drinkers from quantity to quality.

Based on work for the company's Wine Nation project, which charts the habits of 8,000 wine drinkers, the report also showed that:

 

  • Sparkling wine is the only alcoholic drink category to have seen increased purchase in 2017 with 8.7 per cent value growth in the off-trade and a massive 22.7 per cent in the on-trade
  • Prosecco has driven a 23.3 per cent growth in on-trade volumes of sparkling wine with total Champagne down a bubble-bursting 17.6 per cent
  • New Zealand is the only country to see double digit volume growth with off-trade up 11.1 per cent and the on-trade 6.7 per cent.

 

Ade McKeon, general manager, Accolade Wines UK & Ireland, said: "This report is a milestone in our commitment to delivering world class brands, plans and strategies that inspire our customers and provide sustainable long-term growth."

 

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The company has also launched two new products, a 500ml bottle format to tap into trends for moderation, which has great potential in both the on- and off-trade according to McKeon, and an off-trade only duel tap Echo Falls Fruit Fusion bag-in-box called Echo Falls Festi Falls.

 

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Blurring brand categories, such as its Echo Falls Vodka, was also highlighted as an opportunity to bring more people into wine.