Premiumisation in Sauvignon Blanc has spiked over the past two years, with extra extremely priced wines accounting for 3 quarters of New Zealand Sauvignon offered on the UK market in 2021.
Sauvignon Blanc wines have seen a shift in direction of premiumisation over the past two years, New Zealand Trade & Enterprise revealed at a commerce tasting final week. In 2019, wines from all areas within the £5.91-£7.29 value vary (per 0.75L) dominated the class, with a 48% worth share of the UK market.
Two years later, and wines on this bracket have misplaced their standing to extra premium choices. Sauvignon Blanc wines from all areas priced at £5.91-£7.29 made up simply 31% worth share of the market in 2021, a proportion lower of greater than a 3rd.
In distinction, Sauvignon Blanc wines within the £7.29-£9.48 value bracket from all areas internationally noticed a proportion improve of three quarters, from a 22% share of the market to a 39% share.
And for New Zealand Sauvignon specifically, this shift was much more drastic.
In 2021, Sauvignon Blanc wines from New Zealand inside the £7.29-£9.48 value vary accounted for a 74% worth share of the area’s wines on the UK market.
These extra premium wines made up simply two fifths (40%) of the worth share of New Zealand Sauvignon on the UK market in 2019.
New Zealand Sauvignon Blanc wines within the cheaper price class of £5.91-£7.29 fell from a 56% market share worth to simply an 18% share in the identical two yr interval, highlighting the pivot in direction of extra premium choices from the area.
Sauvignon Blanc wines from New Zealand priced at £9.48 or above retain a small worth share of the market, however this too has risen, from lower than 3% to greater than 5% within the UK over the past two years.
The information suggests that buyers are recognising the standard of New Zealand Sauvignon, and are prepared to pay the next value for it, when in comparison with wines from different areas internationally.
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