|Accolade Wines targets females with RTD sparkling range|
|Written by Carol Emmas|
|Tuesday, 01 May 2012 09:17|
Accolade Wines has unveiled a ready-to-drink range aimed at 25 to 35-year-old female at-home drinkers.
Designed to complement Accolade's existing wine brands, the Sparkling Collection range (25cl, rrp £1.85) includes: Hardys Peach Bellini, Hardys Strawberry Bellini, Banrock Station Infusions Summer Berries, Stone's Ginger Punch, Echo Falls Spritz Pinot Grigio and Echo Falls Spritz White Zinfandel Rosé.
The aim is to develop convenient wine-based products that offer an on-trade experience at home.
Accolade believes the market for wine-based RTD offerings could be one-third the size of the current spirits RTD market.
Clare Griffiths, Accolade's European marketing director, said: "Our new RTD cans, offer a level of convenience in the wine market that hasn't existed in the wine category with trusted, recognisable brands, and we hope consumers, new and existing, will embrace the range as they have done with our top-selling brands."
Accolade Wines will be supporting the launch of the Sparkling Collection, where abvs are all below 5.5%, in the off-trade through print advertising, social media and in-store displays.
The pre-mix drink category (within RTD) is worth £59 million in the off-trade and is one of the fastest-growing sectors, seeing 37% growth compared with last year. (Nielsen, year to December 24, 2011).