Percy Fox boosts mini bottles

17 May, 2011

Percy Fox has launched a category communication strategy for its range of 18.7cl bottles.

The campaign - called The Handy Little Bottle - will promote the Minis range, which Percy Fox says is a £200 million sales opportunity.

The Handy Little Bottle campaign features branded point of sale items such as shelf and chiller trays and counter units.

Customer marketing manager Melanie Champmartin said: "The 18.7cl category is now worth £75 million and is the fastest-growing format in wine, offering a strong sales opportunity for retailers within their wine portfolio.

"The 18.7cl size is experiencing growth of 83%, adding £34 million in the past 12 months to the overall category - and within that Blossom Hill has a 12% share and delivers £3 million growth."

She added: "Shoppers for 18.7cl are spending more on wine per year than the average 75cl wine buyer."

Percy Fox has added Arniston Bay and Yellow Tail to the 18.7cl portfolio and is repackaging its miniature bottles of Blossom Hill to bring it into line with the new-look 75cl bottles.

New additions include Arniston Bay Chenin Blanc/Chardonnay, Cabernet Sauvignon/Merlot and Pinotage rosé, and Yellow Tail Shiraz and Pinot Grigio.

  




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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