Off-trade waiting game on wine and perry blend

25 June, 2010

A blend of wine and perry targeted at young female drinkers is building up a head of steam in the on-trade prior to an off-trade roll-out.

Carnaby Brown comes in two styles – white and rosé – and has an abv of 5.5%. It is produced by entrepreneur Aisling Young, who formerly worked with Guinness and Seagram.

The brand is being distributed in the on-trade by Matthew Clark, and retails for between £6.95 and £13.95 for a Bordeaux-style 75cl bottle. Its off-trade rrp is £3.79.

Sales director Anthony Clarey said: “We’ve presented to most of the multiple grocers. The general reaction has been that they like the brand but want it established in the on-trade before they list it.”?Clarey said the product, made from English perry and Spanish wine extract, was targeted at “20-plus, predominantly female consumers who are moving away from RTDs and fruit cider and into wine”.

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