South African wine brand Arniston Bay has reported a 35% rise in revenue in the UK for 2008.

Volumes grew at a faster pace, increasing by 37% for the 52 weeks ended 29 December, said Arniston Bay today (30 January), citing Nielsen figures.

Brand owner The Company of Wine People said the growth underlined Arniston Bay’s revival on the UK market in the last three years.

 “We needed to re-think our positioning,” said group executive director of sales and marketing Chris O’Shea. “Our overall strategy was to be about a simple change of mindset. Moving the brand from being production driven to consumer led, and in that sense gaining a better understanding of market requirements and the capability and flexibility to meet those needs.”

Innovation has included the Arniston Bay pouch, launched in July 2007. Since then, the firm has launched a one-litre Tetra Pak packaged wine, a new sparkling wine and a premium Reserve range. It also re-launched its flagship Original range with screwcaps.

The company said that the South African wine category in the UK rose by 23.6% in value and 22% in volume during 2008, according to Nielsen figures.