Brands wake up to cheaper offerings

17 October, 2008

Arniston Bay has become the second major wine brand to launch a lower-tier entry-level range in response to concerns about consumer spending.

The South African brand has produced the Reef as an exclusive for Asda.

The red, white and rosť blends will sell for £4.48 compared with an rrp of £5.29 for the main brand.

Chilean brand Chilano has already launched its Generics entry-level range .

Felicity Billington, brands and trade marketing manager at supplier

the Company of Wine People, said: "In the current economic climate, consumers are looking for better value


money and this range delivers exactly that .

"We're having to adapt our portfolio to meet the market's needs."

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