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Winners and losers in 2009

Published:  23 December, 2009

First Cape, Lindemans and Blossom Hills were some of the best branded wine performers of 2009 while Hardys and Gallo saw sales fall compared to the previous year, according to The Grocer's Top Products Survey.

First Cape, Lindemans and Blossom Hills were some of the best branded wine performers of 2009 while Hardys and Gallo saw sales fall compared to the previous year, according to The Grocer's Top Products Survey.

The survey of the top off-trade brands in beer, cider, wine and spirits, produced in association with Nielsen, demonstrates that margin was the biggest challenge in the heavily-discounted sector.

Wine volumes grew by 2.8%, largely as a result of the three for £10 mechanism, and value was up 6.6% compared to 2008 as prices rose as a result of successive duty increases.

Among the top ten labels, South African brand First Cape (Brand Phoenix) showed a stunning sales increase of 79% compared to 2008 and a 200% increase in featured space (Assosia), won through being the second-biggest promoter across all alcohol and promotional activity such as sponsorship of the British & Irish Lion's rugby tour.

The biggest off-trade brand, Diageo's Blossom Hill, was up 11.7% in value. Constellation's Hardys was down 8.7% although Constellation says this trend has been reversed in the last few months. Gallo Family Vineyards was down 16% as a result of a rationalisation programme to axe less profitable SKUs, while Jacob's Creek (Pernod Ricard) was down 3.4% and Foster's Lindemans showed an impressive 41.1% rise.

Cider and perry continued their long-term success, with sales up 16.4% and volumes up 12.7%, as supermarkets continued creating more shelf space for the category and suppliers innovated in their brands.

The brand that kickstarted the cider revival, Magners, saw sales fall for a second successive year by 7.8% while Strongbow was up 21.9% and Bulmers Pear Cider was up 105.4%

Spirits were up 6.4% in value and 1.9% in volume, with the number one brand Smirnoff Red Label (Diageo) up 6% and the same company's Bell's Original up an impressive 32.1%.

The Top Products Survey 2009 is produced by The Grocer in conjunction with Nielsen. It features rankings of the leading products in 76 categories. www.thegrocer.co.uk

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