Kylie’s wine proving a No.1 smash: Pop star’s plonk is a hit with shoppers as sales rise more than four-fold in past year
Kylie Minogue is doing the loco-motion through the UK’s alcohol market – with sales of her wine rising more than four-fold in the past year.
The Australian pop star sold £18.9million of her wine in the year to May, a rise of 338.1 per cent on a year earlier, according to figures from data business Nielsen.
Minogue’s wine, launched on her 52nd birthday in May 2020 and made by celebrity wine specialist Benchmark Wine, rocketed into the top 150 of Britain’s alcohol brands.
Cheers: Australian pop star Kylie Minogue sold £18.9m of her wine in the year to May, a rise of 338.1 per cent on a year earlier, according to figures from data business Nielsen
It became the fastest-growing alcohol brand in the country and leapfrogged rivals including Jacob’s Creek and Scrumpy Jack in sales.
Benchmark boss Paul Schaafsma told The Grocer magazine that Minogue’s wine has succeeded because she is involved with everything ‘from blending the wines to designing the packaging’.
Benchmark has developed wines for other celebrities including musician Gary Barlow and chef Gordon Ramsay