Hardys is hoping to capture a new segment of consumers by throwing a slimmer and sleeker looking offering into the wine box market.
Aimed at image-conscious and space-restricted wine drinkers, Hardys Nottage Hill two-litre Cabernet Sauvignon features a striking black-and-white grape design, while the Chardonnay variant shows trailing vines.
“The design makes a bold statement, ensuring that wine boxes are no longer banished to the kitchen cupboard but can take pride of place within a stylish kitchen environment,” said Paul Hillier, marketing manager, Australia and New Zealand, at Constellation Europe.
“On top of this, because it comes in a two-litre format, the product also allows easy storage in the fridge, making it the ideal option for space-restricted consumers.”
Based on this, and on initial consumer feedback, Hillier said the company anticipates strong sales in the newcomer’s first year. “Consumers like the fact that it is something different and not only delivers premium quality wine, but looks good as well,” said Hillier.
And so far, so good. The newcomer is off to a good start, having secured a listing in Sainsbury, which said the line is already showing promising sales after only four weeks on-shelf. “Every category requires innovation, offering the customer something new and exciting. This new pack size offers a lighter and more convenient packaging and also provides a premium quality wine at less than £14.99 for two litres in a well known brand,” said Sainsbury’s wine buyer Michelle Smith.
The three-litre wine box market is currently in strong growth in the UK, according to Constellation, which said year-on-year sales are up 6%.
The Hardys Nottage Hill two-litre will benefit from the Hardys ‘Best Wine Under the Sun’ marketing campaign, which includes national cinema, trade and consumer press advertising and direct mail, underpinned by a strong PR campaign.