wine
Lighter, fresher options Blossom Hill from Percy Fox & Co is the nation’s favourite wine brand (Nielsen Scantrack total off-trade w/e 5 January 2013). Blossom Hill Vie – a reduced alcohol wine-based drink – will suit the 52% of wine drinkers interested in the idea of a reduced alcohol Blossom Hill option (The Grocer’s Top 100 grocery brands 2012). Lower alcohol wine is still a fairly new category in the off-trade yet it’s worth £28m and growing at 21% (Nielsen, 4%–5.5% abv brands, MAT December 2012). At 5.5% volume, Blossom Hill Vie is available in white and rosé. Blossom Hill recently extended its bestselling Classics range with the introduction of two new variants: a ‘Fresh and Juicy’ white wine and a ‘Smooth and Spicy’ red, delivering the Blossom Hill philosophy of accessible flavour profiles and easily identifiable packaging cues. Both products are proving popular, with over 64% of shoppers saying that they would buy them in addition to their current purchase (Nielsen Scantrack total off-trade w/e 5 January 2013). Marketing manager Rachel O’Shea comments: “The ‘something for tonight’ mission has become even more crucial and now accounts for 93% of convenience trips (Shopper understanding research with HIM & Kantar Worldpanel 2011), so retailers should ensure there is plenty of stock refrigerated at all times.” Blossom Hill has launched a website – www.blossomhill.com – which allows consumers to browse and Reduced alcohol wine is proving select their wine by popular. taste, not grape. The site is designed to encourage drinkers to try new flavours and explore different wines from across the Blossom Hill range.
Award-winning Due to the success of the Shorn brand (winning both the Harpers Wine & Spirit Gold design award and a Silver Medal at the 2013 IWC), Legacy Wines is extending its New Zealand Shorn range to include both rosé and red partners in addition to its current Sauvignon Blanc offering. The company’s Board Meeting and Juicy Grape brands
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• Cash & Carry Management • June 2013
Award-winning brand.
are also going from strength to strength, with strong cash & carry listings and excellent consumer feedback on both the quirky packaging and high quality wines.
Double-digit rise Pernod Ricard, which offers some of the UK’s leading premium wine brands, including Jacob’s Creek, Brancott Estate and Campo Viejo, reports that premiumisation continues to be a growing trend in the off-trade as consumers seek to recreate the entertainment of an evening out at home. “Nearly 60% of wine shoppers (PRUK segmentation based on willingness to spend £7+) are willing to purchase premium wine, contrary to the suggestion that consumers are purchasing value wines in these challenging economic times,” says Chris Ellis, commercial director for wines. Within premium wine there is a consumer demand for light, fresh wines as evidenced by the category’s growth in most major wine markets. Recent products from Pernod Ricard, such as the Jacob’s Creek’s Cool Harvest and Moscato ranges, have been developed to tap into this opportunity. Sparkling wine is proving popular with consumers in the off-trade, showing growth of 6.7% volume and 9.9% value (Nielsen Scantrack, total off-trade data to 5 January 2013). Brancott Estate has developed Brancott Estate Sauvignon Blanc Brut NV, which is also in line with the trend for light, fresh wines. New sparkling wine propositions from Jacob’s Creek include Cool Harvest Sauvignon Blanc Cuvee and Sparkling Moscato and Moscato Rosé. Campo Viejo is outperforming the total Rioja market, up 24.7% in volume and 20.5% in value against 6% and
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