|Accolade's lower alcohol wine in cans gain traction|
|Written by Harpers Editorial team|
|Tuesday, 30 October 2012 10:57|
Accolade Wines’ ready-to-serve sparkling wine-based drinks in cans are gaining traction, having secured listings across the major supermarkets.
The Sparkling Collection, which includes Hardys Peach and Strawberry Bellinis, Stone’s Ginger Punch, Banrock Station Infusions and Echo Falls Spritz, will be available in both Tesco and Asda from now.
Since the cans are pre-mixed the average alcohol content across the range comes in between 4-5.5% abv.
The roll-out follows existing listings in Morrisons and Sainsbury’s and a consumer advertising campaign to support the range. Full-page ads were placed in key consumer magazines including Stylist, Grazia, Hello, Now and Heat reaching nearly 700,000 target consumers. Outdoor advertising was also placed at 100 Sainsbury’s stores highlighting the range.
Clare Griffiths, the firm’s European marketing director, said: “Through our comprehensive WineNation study, we knew that consumers were looking for different drinking experiences within the wine sector.
"In response, we spearheaded the launch of a new category with the new RTS cans from some of our most recognisable brands. The success of the Sparkling Collection to date shows this new category is really resonating with our customers and consumers.
The RTS selection come in 25cl cans, with a rrp of between £1.49 and £1.85 each.