Buckingham Schenk fruit wines tap into market for 'sexy kitsch'

08 May, 2015

Buckingham Schenk is releasing two 8.5% abv fruit wines in flip-top bottles and hopes to win over new consumers to their “sexy kitsch”.

Fruit wines have been a barely visible category since they were virtually mocked off the shelves in 70s sitcoms such as The Fall and Rise of Reginald Perrin and The Good Life.

But Buckingham Schenk’s marketing and NPD manager David Tromans believes the time is ripe for a comeback.

He told OLN: “FMCG products which appeared naff 10 and 20 years ago have been making a huge comeback – vinyl records, high-waisted jeans, aviator glasses. Just look at the number of retro wine labels resurfacing of late – and people tend to seek comfort in the past. Kitsch is sexy and this what we’re hoping to tap into.”

The Cherry and Blackberry wines (rrp Ł6-Ł8) come from Hauser Import, a longstanding partner of the Schenk Group.

Tromans added: “Attracting new consumers to wine through innovation is notoriously difficult. However, other categories such as fruit ciders have managed to attract slightly younger consumers with more accessible offerings based on honest branding and packaging. The Hauser fruit wines are aimed at that consumer base and the packaging is all about craft, retro and simplicity.

“Unlike other wine-fusion offerings, these wines are genuine fruit wines containing fermented fruit and spring water and little else so they are almost in a category of their own. The flip-top bottle means we’re doing away with the ‘corkscrew ritual’ and we’re even recommending serving these on ice.”

The wines will be launched at the London Wine Fair from May 18-20, where Buckingham Schenk will also unveil brand extensions for Bodegas Murviedro’s Vox Populi range. A Monastrell, Bobal rosé and Viura are to join Vox Populi Bobal, which was launched successfully last autumn.

Chilean brand Las Rocas is new to the UK after a successful launch in Benelux.

Managing director Craig Durham said: “We had a fantastic fair last year and really enjoyed being part of the buzz that existed within Olympia. This year we are looking forward to an even more successful event and will be showing an exciting and comprehensive range for both our off and on-trade customers including some very interesting new wines.”

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