Decanter World Wine AwardsEnglish wine producers fear 'British' confusion
- Wednesday 31 August 2011
English vineyards: not British
Figures released by analyst Nielsen show that value sales of British wine – as distinct from English and Welsh wine - have risen by 45% over the last year to £26m, with a 30% rise by volume.
This has led to increased concern amongst English and Welsh winemakers that consumers are confused by the two styles.
There is a clear technical distinction between British wine, which is made from imported grape concentrate and fermented and bottled in the UK, and English and Welsh wine that is grown in a defined region.
British wine is commonly medium or sweet, either still or fortified, and sells for between £3.50 and £6.00 a bottle – considerably cheaper than English wine.
A typical example is Silver Bay Point, according to Neilsen one of the fastest-growing British wines, which is marketed as a low-alcohol, low-calorie 'fresh and fruity' style and is sold in most UK supermarkets.
One of the reasons for British wine’s success, according to Jeremy Beadles of the Wine and Spirits Trade Association, is its price.
‘Obviously in a time of recession where people are looking to make savings, consumers are looking for cheaper options, and British wine is one of those cheaper options,’ said Beadles.
Julia Trustram Eve of industry association English Wine Producers said: ‘English wine is of superior quality to British wine as it’s made from freshly grown, crushed and fermented grapes.
‘Undoubtedly the English and British labelling issue leads to some confusion where consumers have selected a bottle of British wine mistaking it for English or Welsh wine.’
Gavin Partington of the WSTA, however, said there was no major problem.
‘I don’t think that there is much confusion. Enthusiasm has grown for both sectors. They are both well established in the market.
‘English wine has a huge reputation for quality and British wine offers something different, being sold at a lower price point.’
Sales of English wine at Waitrose, which has a 65% share of the English wine market, have risen by almost 25% over the last 52 weeks.
Have your say!
Gordon Page
February 07 18:54
We have been drinking Silver Bay wine from Tesco, but they now pushed up the price,is it possible to get it from www.cwf direct.Regards Gordon Page.
Bob Nielsen
September 06 13:57
It is totally and deliberately wrong to say that 'British Wine’ by itself on labels (of imported grape juice) is not regarded as misleading or likely to cause confusion'. It is misleading and it does cause confusion! The WSTA should be embarrassed to support such twaddle, and support such deception. Even Gordon Brown when Chancellor confused British with English wine in Parliament in a prepared speech, and none of his reviewing civil servants knew the difference either. In all our retail contacts with wine buying customers over 90% think British wine is referring to grapes grown in the UK and are shocked to find they are being tricked. In the interest of honesty and not continuing to deceive the public its time to make 'British' mean grown in the UK on all food and drink products.
Stephen Skelton MW
September 01 08:41
Silver Bay Point, with its label of a British lighthouse, and its failure to say that it is made from "Imported Grape Juice" is helping confuse the consumer. The rules of the "British Wine Producers Committee" of which the makers of Silver Bay Point (CWF Ltd) are members states: "While the use of the description ‘British Wine’ by itself on labels of light, still British Wines is not regarded as misleading or likely to cause confusion, members have undertaken to indicate the nature of these products more clearly than the law requires. On the labels of such products and in the same field of view, the phrase “made from imported grape juice” will be included. CWF are therefore in breach of this code.
Silver Bay Point also states that it uses the "finest quality" grape juice which as everyone knows is untrue and could not be said on a bottle of "proper" wine without justification.
I have no wich to deprive anyone a living by making whatever product they like, but lets all be honest and legal in labelling, persentation and promotion.
Steve Evans
August 31 10:38
Almost all of the independent on trade venues that I’m working with show an interest in listing English Wine now. This consistent growth in the retailer side is leading to growth from consumers as well. It is extremely important that it is easy for the consumer to clearly understand which wines are from English or Welsh vineyards as opposed to those marked British but actually from overseas grapes. I believe consumers are looking to trial English wines via on trade as a unique wine experience that also supports local sourcing and all the benefits of this.