Most Wanted lives up to its name

Following a turbulent year, recent data provided by Nielsen* highlights Most Wanted Wines’ success in the UK still wine market where it grew in value by 65% in the year to 26th February 2021, compared to a base rate growth for still wine of 21% in the same period. Most Wanted the fifth fastest growing top 50 still wine brand in the UK, ranked at no 30 (up 10 places in the past twelve months).

Launched in 2015, Most Wanted Wines now counts 21 wines in the range of bottles, alongside alternative formats including bag in box and market-leading canned wines. The lightly sparkling Pinot Grigio and Pink Pinot Grigio Fizz cans have consistently held the top spot as the UK’s biggest selling canned wine brand, with over 7 million cans sold since their launch in 2017.

During 2020 sales of all formats achieved record growth with bag in box sales increasing by 115%, canned wines by 37% and bottles by 66%, due to a combination of increased rate of sale, new listings and new customers, both in the UK and globally. Most Wanted Sauvignon Blanc was the fastest growing New Zealand Sauvignon Blanc brand in the UK, recording a growth of 196% year on year. The brand also has the top selling Albariño and South African Malbec in the UK.

2021 has so far seen three new listings in the UK off-trade: Organic Montepulciano d’Abruzzo launched in Waitrose, and Organic Prosecco and Chilean Cabernet Sauvignon in Co-op and with some exciting brand plans in the offing this year Most Wanted is set to continue building on its recent success.

*Source: Nielsen MAT 26.2.21