St Ursula is looking at the potential of introducing its Devil's Rock German wine brand into three-litre boxes. UK sales manager Len Granger said talks were already underway and the Riesling could move into the format before the summer. He said the brand had the awareness and consumer following to capitalise on the growth in the box market. Latest ACNielsen figures showed the brand's volume grew by 40% last year, easily outpacing the two market leaders in the sector, Blue Nun and Black Tower. Granger said the brand now had listings in most of the major multiples and his objective this year was to increase its distribution in specialists, independents and wholesalers. "We could overtake the big two if we improved distribution and got into new trade channels," he said. "We will price promote the brand to £2.99 from £3.99 ­ any lower and it becomes uneconomic ­ and we will support it with instore tastings. "The weight of deals at the moment means that if you are not prepared to knock £1 off you will not get a promotional slot," he added. {{DRINKS }}

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