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.