Wine-based RTDs to hit the off-trade

21 May, 2013

The Winery Exchange has released a range of 5.5% abv wine-based RTDs into the off-trade.

The range is called The Pomus and peach, grapefruit, watermelon and pomegranate flavour variants come in 25cl and 75cl bottles.

The smaller bottles will retail at around £1.79, with the possibility of promoting at a reduced price of £1.49, to encourage shoppers to try the drinks.

The larger serve will retail at around £3.50.

The Winery Exchange is targeting the multiple and convenience channels, where customer service manager Sandrine Perry believes shoppers will be enticed by distinctive packaging and the opportunity to try something different.

She said: “We are trying to offer the consumer something that excites them and to do that you need to be innovative.

“This is not a wine, beer or cider – it’s something new and different, it’s an alternative.

“It’s great for people who don’t like wine yet and also great for people who like wine but don’t want to drink something with 12-13% abv on a Sunday afternoon.

“The tax break you get at 5.5% abv also makes the price an incentive.”

The drinks blend wine with natural flavours and carbonated water and come in glass bottles.

Perry said: “They are very refreshing but not too sweet.”




Bookmark this


Site Search

COMMENT

Five favourite lies of wine retail

We’ve all done it. A customer asks a straight question, you give a crooked answer. On good days that might be through a genuine mistake. On bad days it might be through stress. But on most days it’s simply refusing to admit not knowing the answer. Having dealt them all during my time behind the counter, I now hear them all back as a customer.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter