Arniston Bay owner The Company of Wine People is planning a raft of launches and promotional campaigns in an attempt to grow the brand in the UK off-trade.
The South African wine is to launch a reserve range later in 2008 and extend its pouch format with new varietals and smaller sizes. Nationwide sampling and an ad campaign are planned.
"Last year was a great success for the brand and we are looking forward to building on that with the launch of the reserve range and smaller, more convenient packs," said Felicity Billington, brand and trade marketing manager.
The new reserve tier was still a "work in progress", said Billington. However, the company expected to release the range, aimed at the £6.99 bracket, in time for the summer drinking boom.
In the spring a Cabernet Shiraz will join the 1.5-litre pouch range and 25cl pouches for the travel and events sector will also be launched. Details for the ad campaign are yet to be decided but it will follow the current promotion ending in March.
The new developments for one of the biggest South African brands will help improve on the 1% value growth South Africa wine has experienced in the past year [Nielsen]. In 2006 the category posted an 11% drop.
"Overall, the category has turned a corner," said Wines of South Africa UK market manager Jo Mason. "Well-recognised brands such as Arniston Bay that create brand ladders for trading up will serve to increase this growth."