Chilean wine sales soar on back of mine triumph

Sales of Chilean wine in the UK soared as consumers celebrated the rescue of the 33 miners trapped underground for more than two months.

Sales of Chilean wine in the UK soared as consumers celebrated the rescue of the 33 miners trapped underground for more than two months.

Supermarket chain Waitrose reported that sales of Chilean white wines had risen by 23% on last year, regardless of price promotions, with red wine sales up 5%.

Other retailers have also seen an uplift in Chilean wine sales in recent weeks, with Asda and Oddbins reporting increases, although Oddbins said a range review and promotional activity may have had an added impact.

Tesco has also been emailing customers with a Chilean wine promotion in recent days.

The surge comes as Chilean wine continues to enjoy good growth in the UK, with total off-trade sales up 12% in volume and 14% in value in the year to July, and sales to independent retailers and the on-trade growing even faster.

Meanwhile, Chilean wine giant Concha y Toro has joined forces with Manchester United to invite the 33 rescued miners to attend a Premier League football match at Old Trafford in 2011.

The invitation came after United manager Sir Alex Ferguson met Chilean president Sebastian Piñera during his recent visit to the UK. Concha y Toro recently became United’s Official Wine Partner.

Written by Richard Woodard