Beringer launches premium range

22 May, 2012

Treasury Wine Estates has launched a range of wines from Beringer that are designed to be the entry point for the winery's premium California portfolio.

The Beringer Classic Collection is made up of a Cabernet Sauvignon, Zinfandel, Chardonnay and Zinfandel Rosé, all priced at £8.99 to be promoted at £5.99 three or four times a year.

The wines are bottled in the UK and the launch will be backed by a consumer and trade PR campaign.

TWE general manager for the UK and Ireland Dan Townsend said the US was underperforming at premium levels in the UK. Kantar figures show 87% of US wine is sold at £6 and under in the UK.

"Shoppers are trading up with a bit of help from duty and VAT," Townsend said. "The US is the third-biggest country of origin but is massively under-represented in the world of premium wine. We believe there is an opportunity for a category-growing premium wine with provenance."

The new range is targeted at supermarkets, convenience stores and cash and carries, and it will also be available in the on-trade.

The previous entry-point for Beringer was a range called Stone Cellars, which is still available in the on-trade. In the off-trade it was priced at £7.99 and promoted at £5-£5.49.

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