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15th June 2018


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The Wine Show confirms shift in consumer market

Having recently exhibited, supported and sponsored this year's Wine Show at Olympia, Steve Woodworth, Sales Director for Liebherr, maintains that the market for wine storage is now split obviously into two categories; high end and low end. He believes that the middle ground within this particular market has effectively disappeared.

 "Multi-temperature wine cabinets and wine storage cabinets offer the benefit of innovative climate technology, engineered specifically for storing wines, combined with premium quality equipment with a classical, elegant design," he says.

"The high-end consumer typically collects expensive wine and understands the need to preserve these bottles in optimum conditions. The high end wine cabinet sales have shifted to a younger, affluent audience who like their wine collection to be on show. They know about the importance of storing wine correctly and appreciate the flexibility of storing at multi-temperatures. This consumer enjoys entertaining at home and likes to be knowledgeable about wine.

"The lower end consumer tends to use coolers for white wine and beer and don't really understand the difference between wine cabinets and coolers or the need for preservation."

According to The Wine and Spirit Trade Association Consumer expenditure is £18.8 billion on beer, £15.4 billion on wine and £8.3 billion on spirits. Liebherr recognises fluidity in the current market, and suggests market penetration is set to increase in 2011 due to an increasingly ageing population and the shift in wine consumption amongst consumer demographics.

Using the show to promote its wide range of versatile wine cabinets, Liebherr ran a competition to win a WTes4177 from The Drinks Theatre. Winner Belinda Black, Peterborough stated:

"My husband and I both enjoy wine. He enjoys red and I prefer white so the multi-temperature cabinet is perfect. We often purchase wine and have taken more of an interest recently in correctly storing it. We often entertain and our guests are often interested in the wine. Liebherr's products stand out from the crowd and are known for premium quality and expert features so we're delighted to have won this appliance."

T: 08444 122655

W: www.myliebherr.co.uk

26th November 2010

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