Treasury Wine Estates has launched Daughters of the Vine – a new ready-to-drink sangria brand.
Made with red wine and “infused with zesty blood orange and a kick of fiery ginger”, the NPD was “a bold reinvention of the traditional Spanish classic”, said TWE.
Cans have rolled into Sainsbury’s stores (rsp: £2/75/250ml).
Daughters of the Vine would “attract new and younger consumers into the wine category by making the category more accessible and relevant to them”, predicted TWE.
“Since 2020, all alcoholic drink categories have experienced a drop in sales, yet the RTD category continues to boom with significant growth,” said Zoe Jag-Nathan, portfolio & product manager (EMEA) at Treasury Wine Estates. “It’s a category that’s becoming hugely popular with younger consumers, particularly Gen Z and millennials who are looking for new flavours and convenient options for their on-the-go lifestyles.
“We’ve seen a huge demand from younger consumers for sweet and fruity RTDs, which is why we decided to create Daughters of the Vine.”
It comes after Suntory Beverage & Food GB&I (SBF GB&I) added a Spanish wine-based RTD called La Casera earlier this year.
Red wine, soda and lemon (3.4% abv) and white wine, soda and lemon (2.5% abv) variants launched in WH Smith stores and online with Amazon (rsps: £3.95/330ml).
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