In 2012, sales within the Dutch fine wines market expanded by 2% in both current value and volume terms.
The recession affecting the country had a negative impact on sales of fine wines in the Netherlands in 2012. After positive development during 2007-2008, sales suffered in 2009 and again in 2012 with lower demand and a shift towards less expensive products. Dutch consumers adopted a more cautious spending attitude, choosing lower-priced alcoholic drinks.
Wine consumption continues to grow but consumers in the Netherlands are still not likely to purchase the most expensive price range in still wine products as the offer available in grocery retailers such as supermarkets and discounters is deemed good enough in terms of quality and price.
Manufacturers streamlined their efforts to generate a shift towards higher-priced luxury fine wines, but the market remains smaller and concentrated among people with greater knowledge of these products who are willing to pay more and value their higher quality. The economic slowdown further fuelled the need to shift towards less expensive products, an additional key factor behind the final consumer choice.
While most fine wine is imported from traditional countries such as France or Italy, Dutch origin wines gained renewed interest, albeit among a smaller base, with more promotion in specialised food and drink publications and in-store promotion. Domestic production remains very small in the Netherlands.
Artisanal-style vineyards are present in the southern region of Limburg or the eastern Achterhoek (Gelderland). Total production in 2011 is estimated at around 300,000 litres and believed to be growing due to increased distribution.
The fine wine market exhibits a high degree of fragmentation similar to standard wines. There are various importers and distributors who work to secure a presence mainly in specialist retailers. Unlike other countries such as France or Italy, theNetherlands is still considered a mid-price country in terms of wine. Education and knowledge about wine, as a result, is less developed, although the Dutch are showing an interest in shifting to better quality products.
Larger distributors such as Pernod Ricard Nederland BV command a greater presence due to building a stronger distribution network in the Netherlands. In fine wines, brand La Châsse is one of the most representative in still light grape wine. The brand enjoys good distribution and is one of the first within the fine wine segment of French imported wines into the Dutch market.
For more information on the Dutch fine wine market, see the latest research: Fine Wine Market Research
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