Arniston Bay announces sales jump and portfolio expansion

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Leading South African wine producer, the company of wine people, has announced an increase of 21.9% in sales of its flagship brand Arniston Bay.* This is largely driven by the success of the brand within the impulse sector and the launch of its revolutionary, environmentally friendly packaging format, the Arniston Bay pouch.

Figures also reveal that Arniston Bay is enjoying a growth of 22% in the Impulse sector. The addition of new ranges such as Arniston Bay The Shore - the brand's entry level offering - and Arniston Bay Cape Crossing, as well as sector-specific price marked packs, have contributed to this overall growth.

In addition, one year on from its UK launch in August 2007, sales of the Arniston Bay pouch have helped contribute to a pouch sector now valued at £1.4 million, proving the demand from the wine industry and consumers alike for innovative products and packaging solutions.

To build on this success the company of wine peopleTM will continue to expand and develop the Arniston Bay portfolio in the coming months. New launches will include a 3 litre Arniston Bay pouch, a Cabernet Merlot blend in pouch format, a packaging refresh for the best-selling Originals range, and the launch of a 1 litre tetra pak.

Barney Davis, UK and Ireland Brand and Business Development Manager for the company of wine peopleTM, says: "At the company of wine peopleTM it is our aim to offer the retailer a complete range of products that will provide the consumer with a different choice for every drinking occasion. We continually strive to lead the way in a busy marketplace with effective new product development and innovation."

Graham Nash, Product Development Manager at Tesco, says: "We are constantly on the look out for new products that will excite the consumer and the company of wine peopleTM has a proven track record for meeting these needs, particularly with the Arniston Bay brand. The Arniston Bay pouch has been extremely well received by our customers and we have seen significant sales since its launch into Tesco stores in August 2007. The pouch has created a whole new packaging category of its own and is also helping Tesco to reduce its overall carbon footprint."

The Arniston Bay Pouch is available from branches of Tesco, Waitrose, Morrison's and Asda priced £9.79 for 1.5 litres. For further trade enquiries please contact the company of wine people europe limitedTM' on 020 7418 1840.

* AC Nielsen MAT 52 weeks total off-trade sales by volume w/e 09/08/08

Source: Green Row Communications on behalf of the company of wine people. 

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