All eyes are on Australia to see if it can maintain its new-found momentum for a whole year. Christmas could be the test
It has been the most talked about moment in the wine world and was a dream that Australia had waited a long time to come true.
In a coup that has sent shockwaves through Old and New world producers alike, the Australians have taken the top spot in the off-trade by beating France's wine sales in the UK.
The latest ACNielsen figures show Australia took a 22.3% share of the market in value terms compared to France's 21.7% [MAT July/August 2002].
But as Australia moves into pole position in value, it is also celebrating another first.
According to the Nielsen bi-monthly figures for July and August, the country has also become the number one in volume.
Although Australia's volume is growing at 23% compared with France's 2% growth, the question now is whether the country can stay at the top for a full year period.
The multiples' festive plans will be one of the determining factors. Currently the multiples are reporting strong sales for both countries, although Asda has seen a major upturn in purchases of French wines in response to a recent promotion on the French Connection brand.
Asda wine marketing manager Gareth Roberts says: "Asda has worked hard over the last year to drive French wine sales alongside the New World producers.
"Asda is currently outperforming total multiple grocers' growth for France at 15.8% versus 5.3% [ACNielsen MAT to July]. We have made sure we give a fair share of voice to both Old and New world wines, in line with customer demand for both areas."
Asda is not the only retailer working hard to make sure it remains a two-horse race.
"It is still important that France continues to fight back. There is growth in both categories and sales remain buoyant," says Sainsbury director of wines Allan Cheesman.
The multiples' efforts to keep France firmly in the frame reveal the demands that buyers are placing on Australia to raise its game. Cheesman says: "Australia is made up of massive power brands which need to see if there is enough point of difference. Buyers might be questioning Australia, but it's the consumer who's important at the end of the day.
"You have to give Australia a lot of credit but if everybody's ranges are the same there will be a sense of boredom and that's the challenge facing Australian buyers."
That said, he is confident that brands will not rest on their laurels.
"I have the greatest faith in Hardys' winemaking skill and I know Southcorp is working on the 2002 vintage which it says is the best it has ever had, which is very encouraging."
Southcorp, which owns three of Australia's top performing brands  Rosemount, Lindemans and Penfolds  admits that it has had to refocus to maintain its position.
Winemaker Philip Shaw explains: "I think the multiples were beginning to question Australia and maybe they did need to question us. I think their concerns are being addressed. We were guilty of trying to overmake our wines instead of letting areas and varieties speak for themselves."
Sally Holloway, wine and spirits buyer at Booths Supermarkets, agrees Australia has been put under the microscope. "Buyers are beginning to look at regionalising Australia to show the variety of styles from the different regions so consumers remain interested."
Beringer Blass MD John Shortt concedes that the Australians have had to develop their profile and that retailers would be shooting themselves in the foot if they didn't support them.
"Australia has been one of the most innovative and dynamic countries, why would retailers question that?
"People have said that consumers are getting bored with Chardonnay, but the figures say they haven't. Yes, Australia is showing an interest in Sauvignon Blanc and Riesling and all of us have toned down on oak, but I think our style is developing alongside consumers' on that."
Shaw adds: "The French are their own worst enemy  not us. Wine is like fashion. It has to keep on reinventing itself. If Australia stands still it will get run over because it's a competitive market and we have to keep changing."
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It has been the most talked about moment in the wine world and was a dream that Australia had waited a long time to come true.
In a coup that has sent shockwaves through Old and New world producers alike, the Australians have taken the top spot in the off-trade by beating France's wine sales in the UK.
The latest ACNielsen figures show Australia took a 22.3% share of the market in value terms compared to France's 21.7% [MAT July/August 2002].
But as Australia moves into pole position in value, it is also celebrating another first.
According to the Nielsen bi-monthly figures for July and August, the country has also become the number one in volume.
Although Australia's volume is growing at 23% compared with France's 2% growth, the question now is whether the country can stay at the top for a full year period.
The multiples' festive plans will be one of the determining factors. Currently the multiples are reporting strong sales for both countries, although Asda has seen a major upturn in purchases of French wines in response to a recent promotion on the French Connection brand.
Asda wine marketing manager Gareth Roberts says: "Asda has worked hard over the last year to drive French wine sales alongside the New World producers.
"Asda is currently outperforming total multiple grocers' growth for France at 15.8% versus 5.3% [ACNielsen MAT to July]. We have made sure we give a fair share of voice to both Old and New world wines, in line with customer demand for both areas."
Asda is not the only retailer working hard to make sure it remains a two-horse race.
"It is still important that France continues to fight back. There is growth in both categories and sales remain buoyant," says Sainsbury director of wines Allan Cheesman.
The multiples' efforts to keep France firmly in the frame reveal the demands that buyers are placing on Australia to raise its game. Cheesman says: "Australia is made up of massive power brands which need to see if there is enough point of difference. Buyers might be questioning Australia, but it's the consumer who's important at the end of the day.
"You have to give Australia a lot of credit but if everybody's ranges are the same there will be a sense of boredom and that's the challenge facing Australian buyers."
That said, he is confident that brands will not rest on their laurels.
"I have the greatest faith in Hardys' winemaking skill and I know Southcorp is working on the 2002 vintage which it says is the best it has ever had, which is very encouraging."
Southcorp, which owns three of Australia's top performing brands  Rosemount, Lindemans and Penfolds  admits that it has had to refocus to maintain its position.
Winemaker Philip Shaw explains: "I think the multiples were beginning to question Australia and maybe they did need to question us. I think their concerns are being addressed. We were guilty of trying to overmake our wines instead of letting areas and varieties speak for themselves."
Sally Holloway, wine and spirits buyer at Booths Supermarkets, agrees Australia has been put under the microscope. "Buyers are beginning to look at regionalising Australia to show the variety of styles from the different regions so consumers remain interested."
Beringer Blass MD John Shortt concedes that the Australians have had to develop their profile and that retailers would be shooting themselves in the foot if they didn't support them.
"Australia has been one of the most innovative and dynamic countries, why would retailers question that?
"People have said that consumers are getting bored with Chardonnay, but the figures say they haven't. Yes, Australia is showing an interest in Sauvignon Blanc and Riesling and all of us have toned down on oak, but I think our style is developing alongside consumers' on that."
Shaw adds: "The French are their own worst enemy  not us. Wine is like fashion. It has to keep on reinventing itself. If Australia stands still it will get run over because it's a competitive market and we have to keep changing."
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