Wine in Peru

PROSPECTS

Sparkling wine leads volume growth within wine

Sparkling wine posted the fastest total volume growth in 2017. The premiumisation trend may have fuelled growth, as such products are usually associated with celebration and luxury.

Premiumisation fuels growth of higher-value wines

The premiumisation trend, sustained by the increasing purchasing power of Peruvian consumers and their search for new experiences, especially in an aspirational category such as wine, created the perfect scenario for growth of higher-value wines. In 2017, wine imports grew only slowly in volume terms, but at a faster pace in value terms, which showed that not only more imported wine was being consumed, but at higher prices.

Off-trade remains the most relevant channel for wine

The off-trade channel continued to dominate wine sales in 2017, bit its volume share decreased slightly from in the previous year, which reflected the growing presence of wine within on-trade. High availability of a wide product range within wine through off-trade appeals to consumers and helps to create awareness, which results in increasing consumer interest in trying more products.

COMPETITIVE LANDSCAPE

Santiago Queirolo continues to lead wine

Santiago Queirolo was the undisputed leader within wine in 2017, followed someway behind by Viña Tacama and Bodegas y Viñedos Tabernero.

Manufacturers launch alternative products to capture further consumer groups

In 2017, two alternative products were launched within wine that were aimed at capturing non-traditional Peruvian consumers. The first one was the still light grape wine Divino 7.

Santiago Queirolo launches the campaign “Wine Friday Has Arrived”

The company launched this campaign in the second half of 2017, aiming to increase the occasions for wine consumption. Using a game of words in Spanish (Wine Friday Wine), the brand aims to institutionalise Friday as the day to consume wine, emulating other successful campaigns that associated days with the consumption of certain products, such as Friends' Thursdays (beer) or Turkey’s Thursday.

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