New look launched for Arniston Bay wine range

Written by Claire Weekes

Monday, 17 November 2008

The Arniston Bay Original South African wine range is being re-launched in the UK market. The re-launch is designed to "upgrade" the range, and will include screwcap closures and updated packaging on all varietals.

The first varietals to receive the new look will be the best-selling Chenin Chardonnay 2008, Pinotage Rosé 2008 and Cabernet Sauvignon Merlot 2008. The new packaging will be available in the UK grocery trade from December with an rrp of £5.29.

The packaging overhaul is part of a strategy by brand owner, the Company of Wine People, to expand and innovate the entire Arniston Bay portfolio. Recent developments have included the launch of a 1-litre Tetra Pak, the launch of a sparkling wine and a new entry-level range called Arniston Bay: The Reef.

UK brand and business development manager Barney Davis said: "We felt it was time to regenerate the most popular range in the Arniston Bay portfolio and respond to an increasing demand from our customers for a screwcap closure. The Original range has shown consistently strong sales and offers consumers exceptional value for money without compromising on quality."