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38|Retail News|July / August 2021|

On The Vine: Top 20 Wines 20th position, shortly after its launch on this market in 2016, and since then, sales of this Argentine brand have gone through the roof! The second brand to make its top five debut for the first time is [yellow tail], 14 years after it was first launched onto Irish shelves, up from sixth place the previous year.

Top Cellars!

The top five wine brands on the Irish market for 2021 are now: 1. Santa Rita 2. Concha y Toro

Jean Smullen looks at the top 20 wines on the Irish market.

3. McGuigan 4. Dada (Fincas las Moras) 5. Yellow Tail. The Nielsen MAT scan-track figures for the off trade to March 2021 reveal that from a country of origin perspective, we have seen strong growth in volume sales of brands from Argentina, Australia, New Zealand and USA, each led by a dominant brand in the category. The brands in question are: Argentina (Dada), Australia ([yellow tail]), New Zealand (Oyster Bay and Brancott Estate) and USA (Barefoot). This year also saw a brand-new entrant to the chart, with i heart Wine entering the chart in 13th position. Irish Table Wine Off Trade Market Volume Share 2021

THE Top 20 Wine Brands is the annual Retail News wine feature based on the Nielsen Scantrack sales figures. Every year, we compare the overall volume sales of each wine brand in the off-trade on a MAT basis against the previous year’s sales figures. The summary comes from Nielsen Scantrack, which compares March 2020 with March 2021. It is heartening to see that during this difficult period, overall sales of wine on the Irish market in the retail sector showed an increase in terms of both volume and value. A caveat here; the Nielsen figures are based on data received from a selected number of retailers, which includes SuperValu and Tesco, some Spar outlets and the

independent off licences, but not all of the retailers supply their data to Nielsen. Therefore, Nielsen’s data can only give an overview of each brand’s performance from the previous year. Once again, there is no change to the top three; Santa Rita, Concha y Toro and McGuigan remain in the same position they have been in since 2018. The big change this year is the arrival into the top five of two new entrants: Fincas las Moras’ Dada brand has moved into fourth position, up from ninth place in 2020. Dada is a relatively recent entrant on the Irish brand market chart and has been the success story of the last five years. It first appeared in our chart in 2017, arriving in

1. Chile


2. Australia


3. France


4. Spain


5. Italy


6. New Zealand


7. USA


8. Argentina


9. South Africa


10. Germany


11. Portugal


Rest of World


Source: Nielsen Scantrack March 2021 1. Viña Santa Rita - Chile (Bibendum Ireland) Established in 1880, Viña Santa Rita is one of Chile’s oldest and most respected wineries. Santa Rita’s 120 brand remains the top selling wine brand in the off-trade in Ireland for the seventh year in a row. Terry Pennington, Export Commercial Director, EMEA Region, Santa Rita

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