Wine-based RTDs to hit the off-trade
The Winery Exchange has released a range of 5.5% abv wine-based RTDs into the off-trade.
The range is called The Pomus and peach, grapefruit, watermelon and pomegranate flavour variants come in 25cl and 75cl bottles.
The smaller bottles will retail at around £1.79, with the possibility of promoting at a reduced price of £1.49, to encourage shoppers to try the drinks.
The larger serve will retail at around £3.50.
The Winery Exchange is targeting the multiple and convenience channels, where customer service manager Sandrine Perry believes shoppers will be enticed by distinctive packaging and the opportunity to try something different.
She said: “We are trying to offer the consumer something that excites them and to do that you need to be innovative.
“This is not a wine, beer or cider – it’s something new and different, it’s an alternative.
“It’s great for people who don’t like wine yet and also great for people who like wine but don’t want to drink something with 12-13% abv on a Sunday afternoon.
“The tax break you get at 5.5% abv also makes the price an incentive.”
The drinks blend wine with natural flavours and carbonated water and come in glass bottles.
Perry said: “They are very refreshing but not too sweet.”