The range was created by new product development manager Rachel Archer, the brains behind Copestick Murray’s successful I Heart range, who joined Off-Piste in August.
It is made up of a Sauvignon Blanc from New Zealand’s Hawkes Bay, an Albariño from Rías Baixas in Spain, a Prosecco, a Pinot Noir from Nelson in New Zealand and a Malbec from Mendoza, all priced between £7 and £10.
Owner Paul Letheren said: “I asked Rachel to come up with another I Heart, and nine months from her starting we have got the stuff on shelves.”
The range has already won listings in the Co-op and Booths.
It is targeted at “generation Y” – meaning under-35s – as well as “the aspiring down category”, meaning older consumers who want to act younger.
It aims to offer them familiar staples such as Prosecco, Sauvignon Blanc and Malbec, so that consumers will move on to less well-known grapes, such as Albariño, once the brand has won their confidence. In the future it could branch out to introduce trendy appellations, such as Picpoul de Pinet.
“We want to take people out of their comfort zone,” said Archer. “Wine is intimidating and scary but it doesn’t have to be. We want to strip all that away and make it easy and simple for people.
“Some consumers need reassurance of heritage and authenticity, but others need reassurance in a different way that is about having a product that makes them look good in front of their friends.”
The brand is being particularly aimed at convenience stores.
Archer explained: “The consumers we are targeting are not buying wine as part of their weekly shop, if they are doing a weekly shop at all. Top-up shopping is the big trend this year.”