Research: Olympics may kickstart Greek wine trade
The report, compiled by Euromonitor, highlights the prosperous position Greece finds itself in at home. In 2002, the average Greek spent $370 on wine purchases, third only to France and Switzerland in Europe. This is in spite of a high average unit price of $15.90, higher than New Zealand, France and Italy.
Greek wine, says the report, is notable mainly for its absence from European shelves. "In addition to little marketing and consumer education of Greek wine," the report says, "this is compounded with the onslaught of 'New World' wines, which are more price competitive and have simple brand names. Many retailers claim that Westerners can be put off by the difficult pronunciation of several varieties of the indigenous wine grapes, such as Moschofilero and Assyrtiko."
The report suggests that the arrival of the Olympics next year may kick-start Greece's wine export trade. "Companies and associations, in co-operation with the State, are going headfirst into carrying out special marketing and promotional activities. This is hoped to bring Greek wine to a larger international audience as well as to serve to strengthen its image to the traditional tourist nations already familiar with Greek wine."
On the subject of price, the report says Greek wines must become more competitive. "With the standard bottle of Greek Chardonnay averaging at around £6.99 in the UK, compared with an Australian equivalent at around £4.49, it will be difficult for Greek wines to compete, particularly in the midst of the current wine glut. Thus there remains ambivalence as to whether Greece will be able to convince retailers of the value of stocking its wine," it says.
The report concludes, however, that the future looks bright for Greek winemakers if they can educate consumers about their products. "Given the evidence of demand for premium and niche brands within spirits and beer throughout Western Europe, the US and Australia, wines which offer a true difference also hold potential for growth, particularly for the more informed wine consumer," it states. "The question remains whether Greek producers will be able to maximise this marketing opportunity to its full potential."
The UK market is developing in terms of sales and sophistication. Drawing on up-to-the-minute consumer research, Alex McPhee, Neville Calvert and David Matthews of management consultants, KPMG, examin...
Recently published research indicates that while consumers have taken to the clear and modern marketing techniques employed by New World producers, they still cherish the romance and mystique of wine,...
Seven French wine co-operatives have joined forces to create a brand to compete with its New World rivals....
US wine and spirits distributor New World Brands has appointed David Rudden as CEO....
UBS has begun its coverage of the Chilean wine producer Concha y Toro (VCO)....
Vincor International has reported a 46% increase in first quarter sales, compared to the same period last year, to C$165.8m, following its acquisition of Western Wines in July last year....
The Norwegian drinks distributor Arcus is to launch its own Argentine wine brand....
The French wine industry's troubles are unlikely to be helped by this year's harvest as preliminary figures predict a bumper crop, placing more pressure on winemakers who are still struggling to sell ...
- A tobacco analogy soft drinks will want to embrace
- PepsiCo to consider more re-franchising - CEO
- Cleaning China's seedier side brings Remy balance
- Pernod's Portman Group penalty - a coincidence?
- just The Preview - SABMiller's Q1
- Diageo's Captain Morgan Facebook ad banned
- Diageo faces public consultation over W&M sale
- William Grant silent on Drambuie bid talk
- Bacardi to fight US football team legal action
- Alcohol retailer group appoints new chairman