Following research showing consumers wanted clearer information to help them choose between grape varieties and prices, the company is introducing two new wine groupings called Red Label and Yellow Label.
Red Label will offer five everyday drinking blends with an rsp of £5.99, while the Yellow Label collection comprises five slightly more complex wines retailing at £7.99. Both portfolios include red and whites, and the launch in January will be accompanied by ‘pre’ and ‘post-launch’ stickers to avoid confusion.
Marketing manager Norbert Heinl said giving consumers clarity of choice was important in the crowded wine market. “The latest research showed consumers wanted clear benchmarks to reassure themselves they were picking up the right bottle.”
The company is launching a six figure above-the-line campaign starting in January with PR, trade support, sampling, promotions and competitions. A campaign on ITV and Channel 4, due to begin next autumn, aims to reach more than 80% of the targeted ABC1 audience.