Kingsland Drinks has created a new canned wine brand called Vin Crowd, designed to lure younger drinkers.
It has debuted with a trio of flavours – Botanical Spritz, White Spritz, and Pink Spritz – which contain 139, 94 and 91 calories per 250ml can respectively (rsp: £2.25).
They have rolled into Co-op stores.
The drinks were “aimed at drinkers who do not engage or are becoming increasingly disengaged with the wine category”, said Kingsland head of marketing & insight Andy McIvor.
“These drinkers have relatively limited wine knowledge and are actively seeking out more contemporary brands which offer new drinking experiences and brand stories that they can personally identify with.”
The launch will be backed by a marketing push as well as “customer-specific shopper marketing activation”.
It follows a massive £1.2m investment into Manchester-based Kingsland’s production capabilities, which included the installation of a canning line the business’ MD Ed Baker said would put Kingsland “at the forefront of the canned wine segment”.