The growing power of wine brands has been emphasised by the latest figures for Stowells of Chelsea. Figures for the brand, which singlehandedly developed the wine box market, show that in the year to May it sold the equivalent of over three million nine litre cases in the total UK market. This is the first time any brand has done that. It is the dominant wine brand in the on-trade which is a 12 million case market and the number three brand by volume in the 60 million case take home sector. By value in the off-trade it is the number five behind Gallo, Jacob's Creek, Hardy's Stamp and Lindeman's [ACNielsen for 12 months to end of April]. The Stowells range has the benefit of having 25 different styles from 10 different countries. Until October 1999 it was not available in bottles, but this format now accounts for a quarter of sales. Brand owner Matthew Clark said Stowells is growing ahead of the market and is being supported by a £9m marketing budget this year. The current national press campaign is running until October. Marketing manager Clare Griffiths said: "Last year we invested heavily in a major consumer advertising campaign and that has built both sales and the profile of the brand. Given the success of that campaign we are again communicating with consumers the accessibility and enjoyment of the wines." {{DRINKS }}

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