Growth of small format continues with launch of Most Wanted’s premium pouch
Off-Piste Wines’ Most Wanted range is going camping and festival-friendly with the launch of its single serve “pouch” format.
Most Wanted, which positions itself as “premium mainstream”, will be launched in 187ml size for UK convenience stores in June.
While the focus will be on the convenience sector, NPD and brand marketing manager Rachel Archer said the new format is being rolled out in response to increasing demand for on-the-go formats with a premium edge.
The new format is a result of a yearlong collaboration with specialist Italian manufacturer Oneglass, in response to growth of small format wines in the UK and changes in consumer lifestyles.
Euromonitor has forecasted that small format (600ml or under) will grow globally by 4.9% between 2015 and 2018, versus 1.8% for total wine over the same period.
Archer said: “This is a really exciting piece of NPD because it brings together so many benefits consumers are looking for. As well as looking great, the pouch is lightweight, unbreakable, easily transportable, and simple to open, making it the perfect ‘on-the-go’ format, as well as non-glass which is perfect for festivals and camping. Once empty, it flattens down to thinner than cardboard.
“We’ve seen big growth in our own sales of 187ml,” she added. “I have also heard various retailers talking about the growth of their sales of 187ml.”
The rise of the single serve has been noticeable in recent years, with Euromonitor forecasting that small format (600ml or under) will grow globally by 4.9% between 2015 and 2018, versus 1.8% for total wine over the same period.
Off-Piste, which sources wines for the UK market, developed Most Wanted in collaboration with Clem Yates MW from selected international winery partners.
It was launched at the London Wine Fair 2015 retailing for between £8 - £10 for 75cl in various off-trade channels.
In 2016, the company also launched the low ABV wine alcoholic cocktail Makers & Co.
Both Makers & Co were produced with health conscious millennials in mind, but the pouch concept takes that one step further with the 187ml format, which is roughly the equivalent of a medium glass of wine (a standard medium glass is 175 ml).
“By enabling drinkers to have a glass without needing to open a whole bottle it supports the responsible drinking message. It also fits brilliantly with Most Wanted’s core target millennial consumers who are increasingly environmentally and health conscious.”
Most Wanted’s pouch range will launch in the convenience sector in June with a Mendoza Malbec and Sicilian Pinot Grigio at an RRP of approx. £2.50 per 187ml pouch.