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Kylie’s wine proving a No.1 smash as sales soar

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Kylie’s wine proving a No.1 smash: Pop star’s plonk is a success with shoppers as sales rise greater than four-fold in past 12 months

Kylie Minogue is doing the loco-motion through the UK’s alcohol market – with sales of her wine rising greater than four-fold prior to now 12 months. 

The Australian pop star sold £18.9million of her wine within the 12 months to May, an increase of 338.1 per cent on a 12 months earlier, in accordance with 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 highest 150 of Britain’s alcohol brands. 

Cheers: Australian pop star Kylie Minogue sold £18.9m of her wine within the 12 months to May, an increase of 338.1 per cent on a 12 months earlier, in accordance with figures from data business Nielsen

It became the fastest-growing alcohol brand within 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 the whole lot ‘from mixing the wines to designing the packaging’. 

Benchmark has developed wines for other celebrities including musician Gary Barlow and chef Gordon Ramsay 

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