Freixenet seeks leadership in wine on ice category

Tuesday September 05 2017 by Vitisphere

Wines on ice are a deep-rooted trend. They offer greater growth and a higher profile than flavoured wine-based drinks”, claims Frédérique Lenoir, marketing director for negociant firm Yvon Mau. The French subsidiary of the Freixenet group, Yvon Mau distributes its sparkling wines in the French market and last year released cava on ice, starting with a dry version then a rosé this year. Although the Spanish range has only recently made its debut in France, the firm is making no bones about its ambition to become the market leader in the sparkling on ice category.

So much so that the ambition has been placed at the core of Freixenet’s marketing strategy for 2018. The Spanish group is seeking to fully capitalise on the outstanding development of the category in France. According to the latest IRI panel results, wines on ice witnessed a 41% leap in volume to 1.3 million bottles from June 2016 to June 2017. Figures for rosés, which account for half of sales, were even more impressive at +127%.

6% market share

But before it becomes market leader, Freixenet has a lot of ground to cover in super/hypermarkets. The Catalan brand ranks fifth in the segment with sales of 76,000 bottles out of a total 100,000 across distribution channels. This is a drop in the ocean compared with long-term market leader – Arthur Metz – which is the category’s powerhouse with sales of 400,000 bottles and a market share of 31% though mostly in Eastern France. Next come JP Chenet (340,000 bottles), Blanc Foussy (300,000 bottles) and Kriter (195,000 bottles). 

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