Accolade reports strong sales for its key mainstream premium brands

Accolade Wines has reported “significant growth” got its mainstream premium portfolio of wines priced £6 to £10.

Wines at this price point are up 27.5% year-on-year, driven by the success of Hardys, Mud House and Jam Shed, the producer said.

Hardys, the UK’s number one wine brand, has recorded sales of £291.1 million, up 4% since last year, driven primarily by its mainstream premium sub-brands such as William Hardy and Hardys Nottage Hill, which are growing at 30.8% and 34% respectively. The brand’s fifth consecutive year of England Cricket sponsorship saw Hardys Crest Chardonnay Cricket grow by 12.6% (Nielsen, year to 13.07.19), before the completion of the Ashes series this summer.

The growth of Jam Shed has been “particularly impressive”, with sales more than doubling from £4.2 million to £10 million in the last year, making it the number three Australian Shiraz in the busy £6-8 category. The brand has developed a new creative “Seriously Jammy”, focusing on the brand’s successful flavour profile and personality, which will be communicated via social media and difital advertising.

Mud House grew by 32.1% last year, up by more than £8 million as demand for Sauvignon Blanc continues. The brand’s sponsorship of Rat Race adventure sports events has also supported growth with 13,000 consumers entering Mud House’s on-pack and at point of sale competition. Barossa Ink is also growing at 55.1% each year, up £1 million in value over the past year.

Accolade has recently launched a Pinotage varietal under the umbrella of its Kumala Reserve range, which champions specific regions in the Western Cape and is seeing 1.2% year-on-year growth, offering consumers a trade-up option in the South African wine category at £8.

Ade McKeon, regional managing director, Europe at Accolade Wines, said: “As consumers become more discerning about their wine choices, our mainstream premium portfolio is really coming into its own and is a testament to the strength of our brands. We are committed to providing our customers with an outstanding range of quality new world wines that meet the increasing consumer demand in the £6 to £10 bracket.”

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