Halewood International's wine division is launching a wine brand to target the 25 to 35-year-old consumer.
One World, from Halewood's Chalié Richards wine division, will be launched next month, starting with a white and a red wine under sub-brands Orange Street from South Africa (Chenin Blanc and Ruby Cabernet Merlot) and Ocean Point from Australia (Shiraz and Chardonnay), all priced at £4.99. Further additions from Chile, Argentina and California will come later.
Bob Rishworth, Chalié's MD, said its research showed consumers in this age bracket wanted wines priced under £5 with a clear indication of grape variety and country of origin. They wanted one distinct feature they could recognise on shelf.
He said Halewood was in the process of relaunching Chalié Richards as its fine wine division.