Percy Fox, the UK-based wine business of Diageo, is to launch its Blossom Hill wine brand in new 500ml bottles in May 2013 for consumers looking for low priced product.
The company will roll out Blossom Hill's Soft and Fruity Classics Red, Crisp and Fruity Classics White, and White Zinfandel Rosé wines in 500ml bottle format. These wines will be stocked by retailers alongside the standard 750ml bottles.
Percy Fox managing director Simon Lawson was quoted by Harpers as saying that the 500ml bottle is convenient as it does not lead to wastage nor forces the consumer to drink more.
"We've also got to recognise that there's high inflation in wine right now, with the average bottle 6-7% more expensive at retail than last year, so we have to think carefully about retaining a level of accessibility for wine," Lawson added.
"At 50cl there is a price point advantage. People don't want to necessarily fork out £6 or £7 but they might spend £4 or £5."
While Blossom Hill's Soft and Fruity Classics Red, and Crisp and Fruity Classics White wines will be sold at a recommended price of £3.99 per 500ml bottle, while White Zinfandel Rosé will be sold for £4.99.
