february 2006The increasing switch by British consumers from beer to wine has highlighted a gap in the wine market for products that provide customers with a basic understanding of what they are buying.
To tap into this need, Bottle Green has introduced an innovative new range called Twin Vines, which has been designed to educate consumers about the tastes of different grape varieties.
“The idea came from mainstream consumers who are not wine specialists telling us that they would like to know a little more about wine - not its production, but how to use it from a consumer perspective,” said Jerry Lockspeiser, MD at Bottle Green.
The range consists of a family of six wines featuring three grape variety ‘twins’ from different parts of the globe, all priced at £4.99. The wines each have a flavour table on the back label to help consumers uncover the different styles found within the same grape varieties. “People buy country and buy grape variety mostly, so we realised it would be fun and educational for people to compare two grape varieties from different countries sold at the same retail price,” said Lockspeiser.
Although reluctant to reveal sales expectations for the newcomer, Lockspeiser said that the company aimed for the range to become a top 50 ACNielsen light wine brand, which would take it into the £5m-plus bracket in the next three years.
Twin Vines will, after its launch into Morrisons this month, be offered throughout the trade with the main emphasis on the multiples, convenience outlets and cash and carries.
“It is difficult to communicate with consumers within the major multiples when you only have a static bottle on-shelf. Twin Vines has been created to be able to communicate its ‘have fun and learn at the same time’ message simply in an off-trade environment,” said Lockspeiser.
Bottle Green is supporting the launch through price promotions, in-store trade marketing activity and an out-of-store consumer awareness campaign.