Kiwi wine brand Shorn has boosted its portfolio with two new 1.5l wine pouches.
The brand, which is distributed in the UK by Kingsland Drinks, has added Californian Pinot Grigio and Shiraz. They have rolled into Tesco (rsp: £11).
The pouch format was “well-liked and especially appealing to younger customers under 35 years old”, said Kingsland Drinks. “It is robust, convenient and ideal for both at-home consumption and outdoor events such as BBQs and festivals.”
Once opened, the wine stays fresh for up to four weeks and has “strong stand-out at fixture due to its eye-catching design”, added the brand.
It follows research by Kingsland and YouGov earlier this year that found shoppers were distinctly unimpressed by most alternatives to the standard 75cl glass bottle.
However, Kingsland marketing director Neil Anderson told The Grocer younger consumers were “more experimental” and could see the potential in different formats, with a particular preference for pouches.
Indeed, the UK’s largest wine supplier, Accolade, last week boosted its range of alternative formats with a 3l double bag-in-box sku for Echo Falls, and moved three of its more upmarket wines into a new 50ml bottle.
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