Wine producers and retailers no longer expect the same rises in December

Wine producers and retailers expect December sales to match those in December last year in a best case scenario, after a year when consumption started on a downward trend, returning to the 2007 level. In the past years, December would bring a 10-30% sales increase against the similar month in the preceding year. “Last year in November we had pre-orders for December, but I think in 2009 most of them will be last-minute orders,” said Catalin Paduraru, one of the shareholders of Vinexpert retailer. Sales recorded by retailers in December are equivalent to sales posted in three or four regular months. During this period, Paduraru says the average price of a bottle of wine sold will decline from over 15 euros, to less than 15. “This year there appears to be a focus on Romanian wines amid a large number of premium brands being introduced onto the market,” Paduraru added. Wine producers are pessimistic when it comes to sales in this period, with most of them expecting lower or similar sales to those recorded in the same period of 2008.
“Similarly to last year, there are signs pointing to a slight sales decline in this period, particularly on the corporate, event segment. We expect sales to be weaker than last year, with many companies no longer organising end-of-the-year events. That is why December sales could be lower than in 2008,” said Alina Rosu, Halewood’s marketing manager.