The drink - Wave Break Pink Fizz - has been bottled this week and will hit shelves in June. The 11% abv carbonated variant is made from Californian Muscat grapes. It will join M&S’s existing Wave Break variants of four still wines: Chardonnay, Pinot Grigio, Zinfandel Rose and Merlot, and has been created to tap into the growing consumer demand for sparkling wines.
M&S worked closely with Kingsland to develop the variant, using Kingland’s consumer insight tool WinePRO to identify an opportunity amongst consumers categorised as ‘beginners’ and ‘risk-averse youngsters’. This supported a range review of the retailer’s Californian offering, which illustrated an opening for a carbonated variant.
Neil Anderson, marketing director of Kingsland, said: “We are delighted to be working with M&S to develop a sparkling solution via our new carbonation line. Given the increasing consumer thirst for sparkling products and following positive feedback on the line, we identified the perfect opportunity to partner with the retailer and bring Wave Break Pink Fizz to market. It’s a really exciting time for the wine industry and we are proud to be at the forefront of this activity.”
Sales of sparkling wine in the UK are up 18.8% year-on-year (IRI to 12 September 2015), driven by Prosecco, which saw sales rise 65% over the same period.