Sainsbury's to offer 50cl wines for £3

03 October, 2008

Brand Ph oenix has signed an exclusive deal with Sainsbury's to offer cash-strapped consumers 50cl bottles of wine for less than £3. The First Cape range will include a rosé, Shiraz/Pinotage and Colombard/Chardonnay and contains enough for two glasses. They are all priced at £2.99.

Steve Barton, joint director at Brand Phoenix, said: "The latest statistics show that we have lost 1.2 million cases of wine sales in the last 20 weeks because people are not buying it. We have a duty to try to hit a certain price point and these wines offer a recession-busting way for people to still drink wine. Because of the price, they also allow us to drive different promotional mechanics such as two-for -£5 or four-for -£10.

"There is also a responsible drinking angle because consumers can limit

what they consume.

"But the most important thing is to unlock value in the market and all the consumer soundings we have point to the fact that this is the kind of innovation

and price that they are looking for."

Barton added that the company was working with other retailers on new types of packaging that could reduce production costs or provide supermarkets with a point of difference.

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