Mr Gladstone’s Curious Emporium is designed to tap into the demand for fusion drinks and the 290% growth of the fruit fusion wine category, according to the company.
The two-strong wine range targets men and women between 25 and 35, identified as the beginners’, ‘risk averse youngsters’ and ‘generation treaters’. It also taps into the low-key social occasion as well as ‘a drink before going out’ occasion.
The range currently comes in flavours of Rhubarb & Custard and Pear Drops, both of which aim to engage with consumers by appealing to their emotional sense of nostalgia. The drinks are made with 100% natural flavours.
The company is in the process of trialling additional flavours to add to the range. Neil Anderson, marketing director, confirmed that a sparkling variant would be added soon, following the recent opening of Kingland’s new carbonation line to tap into growth in the sparkling drinks market.
“The Mr Gladstone range puts a smile on your face; it is something new and innovative,” said Anderson. “One of the most important things for the wine industry is to continue to innovate; it’s not always just about new varietals.”