Digby Fine English has become the first English sparkling wine brand to secure a major entry into the Australian wine market after securing a listing at the country’s no. 1 drinks retailer, Woolworths Limited, in time for the peak Christmas trading season.
Woolworths-owned Dan Murphy’s has launched Digby’s Non Vintage Brut priced at A$89.99 thisweek in 40 of its top-notch stores, at a time when Champagne sales in the continent-sized country are booming.
It is a reversal of roles as Australia, the no. 1 wine exporter to the UK by volume, is more accustomed to sending bottles in the other direction.
Trevor Clough, CEO of Digby, commented: “What an amazing few weeks, my hair is on fire! We won our first-ever three Michelin starred listing at Alinea in Chicago just after our US launch and now we are leading the English wine movement into Australia. We hear Dan Murphy’s is one of the best drinks retailers in the world. What an honour!”
Digby’s Australian launch was achieved by its strategic export partner, The British Bottle Company, and Woolworth’s Endeavour Drinks Group. Michael Jackson, general manager of buying and marketing for Endeavour Drinks Group, commented: “The growth of Champagne and Sparkling Wine over the past five years has really surprised us. Thistrend has become a regular purchase for our customers, they are now more engaged with the category and are
looking for new and interesting regions. We feel the quality now coming from England will add to the choice we currently have in our Dan Murphy’s stores.”
Woolworths is the second largest Australian company by revenue, Woolworths is a group of retailing brands that makes it the largest drinks retailer in the country as well as one of the two dominant grocers. Its drinks division, Endeavour Drinks, includes Dan Murphy’s.