New figures released by Lebanese Customs show that exports of wine to the UK have grown by 33% year on year (2011-12). Overall exports of wine have risen consistently since 2009, the UK market has shown the most significant growth.
The export market is now worth over $14m with the UK representing $4.3m. The figures also show growth in the US ($1.9m) and French ($2.4m) markets, two other important markets for Lebanese wineries.
“The figures demonstrate that in markets where we as wineries invest significant time and money, we are beginning to reap the benefits”, said Faouzi Issa, owner of Domaine des Tourelles on behalf of the Union Vinicole du Liban (UVL), Lebanon’s association of wine producers.
Since 2010 the UVL has funded a generic marketing programme in the UK. The award-winning Wines of Lebanon campaign – a first for the association - has raised awareness of Lebanon as a wine producing country through a series of trade and consumer events, media coverage and an educational website. In 2012 the campaign won the Generic Campaign of the Year Award at the International Wine Challenge.
Next month the group will visit Prowein (24-26 March) in Germany with a generic stand showcasing wines from 11 of its members. “Germany is a very important future market for us and we are already seeing a growing level of interest there which we will be building on in the coming months”, said Issa.
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