Wine cabinets and drink chillers Connoisseurs’ choice


Since many of your customers love their wine, convincing them that they should invest in suitable storage for their precious collections shouldn’t be too much of a challenge – with all the occasions for celebration this summer, argues Anna Ryland.


decade ago, few people would anticipate that wine cabinets would become a growth market in the UK, the country saddled with the dampest climate in Europe.


A And yet, “apparently the UK is now the


world’s largest importer of wine, by both volume and value, which means increasing numbers of consumers are looking for new, improved ways to store and preserve the taste of their wine by finding products that look good and, importantly, create the correct conditions, eg light, humidity and temperature,” says Steve Macdonald, marketing director, Hoover Candy. “The wine cabinet sector has experienced considerable growth over the past twelve months as the increasingly fashionable ‘staying in is the new going out’ concept sweeps the nation. Value sales have been boosted by 20%, with the total category now worth almost £13m. The more affordable single temperature cabinets remain the leading type and account for 68% of the market, whilst the premium multi- temperature cabinets recorded a substantial 33% growth, and now make up almost a third of overall value sales,” explains Richard Allen, GfK account executive, MDA. The current economic climate and a


they want to impress guests too,’ argues Simona Bara, Whirlpool’s product marketing manager, Built in.


Candy wine cooler for 7 bottles


Technology that cares for wine As the Brits travel increasingly further afield and experience a variety of local drinks they wish to recreate their experiences back at home. Wine cabinets are expected to provide optimum conditions for storing a wide choice of drinks. More sophisticated temperature controls are key for optimum preservation of speciality wines. “LED lighting and dual level zones remain the standout features that consumers are looking for. The capacity to store and serve both red and white wines at the perfect temperatures is especially key,” comments Jon Brennan, commercial manager for Built-In at Glen Dimplex Home Appliances. Miele KWT4974SGed wine cabinet offers separate temperature zones for red, rosé and white wines to ensure that all served at the right temperature. It regulates the temperature inside the


shift from eating out to entertaining at home helped this sector. “The consumer is retreating to a lifestyle based around the home and looking to improve their quality of life, seeking differentiators for the hub of their home. Consumers not only buy a wine cabinet to improve their drinking experience and preserve their wine, but


cabinet between 5°C and 20°C, and if the temperature drops below the pre-set level, it will automatically switch from cooling to heating in order to maintain the chosen temperature and protect the wine. “Wine cabinets with anti- vibration gaskets and low vibration compressors prevent disturbance to the wine’s sediment balance. While thermo


28 The Independent Electrical Retailer June 2012


Electrolux Inspiration wine cellar


electric technology is only capable of cooling to 15C, compressor cooling systems will maintain precisely the right temperature, regardless of the ambient room temperature. White LED lighting will also prevent wines from prematuring early,” explains Danny Lay, Caple sales director.


Miele KW74974S wine cabinet for 142 bottles


In the future, the damaging effect of light will also be reduced. “Future advances will include glass doors that switch to ‘black out’ at the touch of a button. GE already does this in the US and it enables the consumer to use the product more flexibly – showing off quality wines when they have them and hide other products when necessary,” says GDHA’s Jon Brennan.


developments


The wine storage market has evolved into two essential categories. At the premium end there are multi- temperature cabinets that offer the benefits of refrigeration climate technology, such as humidity and temperature control, LED lighting and low- vibration compressors. The entry category is represented less sophisticated wine and beer chillers.


Product


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