wo new wine products, Blossom Hill Sun-Kissed Red & White,.The new wines aim to revive the wine category by boosting sales and inviting more consumers to explore ‘The Wonderful World of Blossom Hill’.
The Blossom Hill Sun-Kissed Red & White wines have been developed as a result of consumer research carried out by Blossom Hill identifying the changing taste palates of UK wine drinkers.
The study highlights that 48% of Blossom Hill Rosé drinkers desire a lighter, fruitier wine taste, which is evidenced by shopper’s move towards fruiter styles of alcoholic drinks.
The launch of Blossom Hill Sun-Kissed Red & White wines are set to appeal to changing consumer taste and recruit new adult drinkers to the wine category.
The research also reveals that 1.8m UK households only drink rosé wine and are resistant to traditional red and white varietals.
Blossom Hill Sun-Kissed Red & White wines are an alternative as they offer a fruitier style of red and white wine, as well as appealing to loyal Blossom Hill consumers who purchase the brand’s rosé varietals.
The launch of Blossom Hill Sun-Kissed Red & White varietals coincides with Blossom Hill’s packaging refresh across its entire wine portfolio.
The new vibrant pack label leverages the brand’s wine credibility, communicating its distinctive ‘fruitier wine taste’ and creates strong stand-out on shelf.
Kevin Chinn, marketing director at Percy Fox & Co. said:
“The refreshing, fruity tasting notes of Blossom Hill Sun-Kissed Red & White wines will expand the repertoire of Blossom Hill Rosé drinkers, and will also attract new consumers to the wine category, who may have been hesitant to red and white wines in the past and are looking for a lighter wine taste.
“Blossom Hill Sun-Kissed Red & White wines will appeal to our loyal base of Blossom Hill drinkers by giving them more choice and will also recruit new adult wine drinkers, expanding the wine category as a whole.”
Blossom Hill Sun-Kissed Red & White wines have a recommended off promotional retail price of around £7 and are available now in selected retailers, including multiple grocers.
The launch of the new products from Blossom Hill will be supported by PR, point-of-sale materials in-store including neck collars, sampling, digital, as well as a planned ATL campaign, including TV advertising, Video on Demand and YouTube, as part of a £2.1m marketing support package.
