Sparks will fly
Many are resisting the urge to splurge on expensive presents this year, but still want St Valentine’s Day to go off with a pop, writes Gillian Hamill
18 January 2011
Is romance recession-resilient? When it comes to life’s affordable luxuries it would appear so; Irish people were estimated to spend €16 on their Valentine in 2009 – the same amount they spent in 2008, according to a study conducted by Microsoft’s Windows Live Group.
What is more, market analyst Mintel’s latest report on alcohol consumption in Ireland, found that wine consumption here continues to grow unabated. Irish consumers may be drinking cheaper wine, but more consumers are drinking wine overall, with a rise of 10 percentage points between 2007 and 2008 in Republic of Ireland consumers drinking wine.
The trend away from the on-trade towards drinking at home has intensified in recent years, as consumers increasingly attempt to save money. In fact, Mintel reported some 59% of NI consumers and 50% of RoI consumers agreed that they prefer to spend a quiet evening at home to going out.
While only accounting for 23% of the off-trade volume market, wine accounts for the largest value segment in RoI (41%). Consumers are increasingly choosing to stay in and cook, as opposed to dining out, and wine is regarded as the best accompaniment for a meal which explains its strong performance.
Wine sales were up 7.2% in Ireland during 2007, with 9.2 million cases being drunk, according to figures from the Revenue Commissioners. However, DIGI data indicates that sales figures (in terms of value) were down 7.4% in 2008, as RoI wine drinkers sought out cheaper bottles in the face of even more stringent budgets.
Mintel’s research also found that own-label alcohol tends to be bought for everyday drinking or parties in consumers’ own homes rather than for drinking at other people’s homes or to give as a gift. This suggests that image and not appearing to be a ‘cheapskate’ are a key barrier for own-label alcohol to overcome. Certainly an important consideration on St Valentine’s Day, when although consumers are still demanding value, they nevertheless want to treat their loved-one. Subsequently Ireland’s leading brands have invested in creating sophisticated and attractive packaging for their sparkling variants, hence ensuring they appeal to those who like to enjoy the finer things in life.
Making St Valentine’s sparkle
The Bend in the River Sparkling is a wine essential for any celebration. This elegant sparkling Pinot Noir has aromas of soft red fruits intermingled with biscuity notes to give extra complexity. It is well balanced with fine bubbles.
Produced by the successful The Bend in the River wine; an easy drinking lifestyle brand with over 40% of the German market and a choice already included in the top 20 wine brands in Ireland.
Love is in the air
Helping to celebrate St Valentine’s Day in style this year is the Jacob’s Creek Sparkling range; a romantic and stylish range of sparkling wines, available at a reasonable price for consumers.
The Jacob’s Creek Sparkling range consists of Sparkling Rosé, Sparkling Chardonnay Pinot Noir and new to the range, Sparkling Blanc de Blancs. A lOO% chardonnay varietal, Blanc de Blancs is a zesty lemon and citrus flavoured sparkling wine. Enhanced with creamy character, it has a light refreshing palate with a clean soft finish.
Grapes used in the Jacob’s Creek Sparkling range have been sourced from both cool and warmer grape growing regions to ensure richness and depth of varietal fruit flavour and are all well known for producing quality sparkling wines. As a non-vintage style, the goal is to produce a wine of consistency and quality, in keeping with the Jacob’s Creek philosophy. The Jacob’s Creek brand represents many things to the consumer; consistency, quality and value. A range that offers a fresh fruit driven easy drinking style that can be enjoyed today and in years to come. Consumers can celebrate with aplomb this Valentine’s Day with their loved one with a toast of Jacob’s Creek Sparkling.