VCT Europe has announced a new Chilean wine brand, rolling out in Bargain Booze stores later this month.
Called Out of Office, the brand would target younger adults aged between 25 and 34, the wine company said.
Sauvignon Blanc, Rosé and Merlot varieties will be available at launch on 25 May (rsp: £9/75cl).
VCT Europe said it had drawn on consumer research showing time-poor consumers were often discouraged by the wine aisle, which they perceived as overcrowded, with few brands clearly standing out or effectively signposting different drinking occasions.
“Younger consumers are still drinking wine, but they’re more selective,” said senior brand manager Heather Jones. “They’re curious, open to discovery and willing to spend more when the proposition feels relevant, modern and worth their time.
“We wanted to deliver a brand that makes wine an easy, approachable choice. A key occasion for wine drinkers is relaxation and unwinding, and Out of Office is a fun, light-hearted brand that clearly communicates the occasion directly on the bottle.”
VCT said it had deliberately chosen to launch the brand in the convenience channel.
“We’ve seen many of today’s most successful brands begin their journeys in this channel, and it’s repeatedly proven to be a strong foundation for building brand awareness, recruiting shoppers and driving early‑stage growth,” Jones added.
VCT Europe is the European arm of Vina Concha y Toro, Latin America’s largest winery. It supplies wine brands including Casillero del Diablo, Trivento, Cono Sur and Diablo.
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