chenin blanc association 19 th august 2009 current scenario & opportunities for chenin blanc:
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CHENIN BLANC ASSOCIATION
19TH AUGUST 2009
CURRENT SCENARIO & OPPORTUNITIES FOR
CHENIN BLANC:
SA RETAIL
CAROLYN BARTON
MAKRO SA:
13 stores nationallyMakro cardCombination retail & wholesaleWide rangeWine consultants
MAKRO SA:
30.5% Red 8.4% Rosé 13.5% Sparkling 22.1% Box, Perlé, Other 25.5% White
Wine volume sales Aug 2008-Jul 2009
MAKRO SA:
32.8% Sauvignon Blanc10.4% Chardonnay 6.6% Chenin Blanc 2.6% Other white varieties47.6% White blends
White wine volume sales Aug 2008-Jul 2009
MAKRO SA:
R 0 to R24 27.7%R25 to R44 54.4%R45 to R79 16.2%Over R80 1.7%
Top 6 Chenin Blancs, average selling price R30.28 (VAT incl)
White wine volume sales Aug 2008-Jul 2009
Chenin Blanc is:Superb valueCrowd pleasing & great “intro” Most interesting food wineAlready growing in salesManageable category
But:Confusion re stylesCustomers still “prefer”
Sauvignon Blanc
Way Forward:
Retain (relative) value offeringKeep it focussed and simpleClear customer message re styles and
information on wooding Market leaders will define price bandsObvious inclusion in blended whitesContinual work on brand Chenin
THANK YOU
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