Australian Vintage to launch 5.5% abv Vinni |
| Written by Gemma McKenna |
| Monday, 30 January 2012 10:55 |
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Australian Vintage is entering the lower-alcohol market with the launch of 5.5% abv Vinni, targeting 18 to 25 year-olds.
Vinni, a sparkling wine based product whose packaging resembles a cider, will retail at around £3 and is scheduled to hit supermarket shelves by the summer.
“We’re taking a different spin on how to approach the 5.5% abv category - we want to do it in a way that still delivers flavour,” said Paul Shaafsma, UK and European general manager for AV. “[We’re targeting] the 18 to 25 year-old consumer that hasn’t entered the wine arena. This product acts as an introduction, and ticks the box when it comes to the flavour profile, but is still different to cider, beer or RTDs.”
The producer is also planning to release McGuigan Reserve in May, which will sit between the brand’s Classic and Shortlist ranges with an rrp of around £10.
Julian Dyer, AV’s recently recruited senior business manager, who starts with the firm on March 5, said: “There’s a lack of viable premium Austalian products, and the customer is looking for them. McGuigan has the brand equity [...] to appeal to those customers.”
The firm has worked with design agency Stranger & Stranger in the design of the new products.
In December McGuigan Wines broke into the top 10 wine brands in the UK for the first time, according Nielsen data, coming in eighth by value. |
Australian Vintage is entering the lower-alcohol market with the launch of 5.5% abv Vinni, targeting 18 to 25 year-olds.
