South America, usually merchandised in retailers as one region, is now worth £709.4m in value, a 12.6% share of total market, versus Italy which has slipped back 2.5% to £702m. 

Individually, Chile ranks fifth in the origins table, and Argentina ninth.

In terms of grape varieties, Malbec has moved up into third place, leap-frogging Tempranillo. Malbec is now worth £230m in UK value sales over the past 52 weeks.

Concha y Toro UK general manager, Simon Doyle, said: “Three years ago we highlighted South America’s rapid progress up the table of the most popular wine origins, when it first overtook South Africa and then Spain when treated as a single region. 

“It is impressive to see this upward trend persist, as shoppers continue to discover and enjoy the diverse range of wines from South America. The onward march of Malbec in particular has been great to see.”