Semillon Sales Show Potential

By Amy Looker

The latest Roy Morgan data on semillon drinkers has revealed that even though it is a small consumer segment, it is made up of an influential demographic who are more than happy to part with substantial money for the right bottle.

According to the Roy Morgan Single Source survey to December 2009, there are approximately 421,000 wine drinkers who have consumed semillon in the last four weeks.

Compared to the average wine drinker, a semillon consumer is more likely to be a working professional/manager in the AB socio-economic quintile, more likely to be married, aged 35-plus, and most importantly, have a high discretionary spend.

They are also more likely to explore the category by trialling new brands, prompted by in-store visibility and price promotions.

The survey also revealed that 74 per cent of semillon drinkers would prefer for it to be displayed in-store by variety and that female semillon drinkers were tending to move towards semillon sauvignon blanc blends.

The March edition of National Liquor News will reveal the results from its annual semillon tasting, judged by a panel of experts and retailers.

While semillon from the Hunter Valley fared very well there were also some pleasing results from differing regions.