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Arniston Bay grows UK share

1 Mar 2010

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 Nielsen, 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%.

According to Barney Davis, brand and business development manager for the UK & Ireland at the company of wine people, 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 its success and that of our other easy drinking wines, to the fact that we are continuously innovating through a variety of packaging alternatives, rigorous marketing and branding campaigns and ongoing research, which is conducted to establish what our consumers are looking for.

“According to market research conducted in the UK, a gap in the market existed for a branded Reserve level offering with high quality wine and strong packaging,” he adds.

“Therefore, we decided it was time to launch the Reserve range with its screw cap closures and stylish, timeless labels adorned with gold foiling, which puts this range at a more premium level,” he concludes.