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Brancott launches smaller bottles

Brancott Estate is launching its signature Sauvignon Blanc in a new 187ml size bottle.

Continuing in what the brand terms its “spirit of innovation”, Lee James, channel director for wine at Pernod Ricard UK, told the drinks business that Brancott Estate was the first New Zealand wine brand to introduce the format.

Speaking at the annual New Zealand trade tasting yesterday (24 January), James said that there had been a lot of “very good feedback” from visitors to the stand.

The 187ml category is growing at 29% in the UK and remains an unexplored area.

Furthermore, research shows that around 65% of consumers who buy 187ml bottles only buy that size and the demographics range from older consumers, to those cutting down on their alcohol intake and also those buying for parties.

The new bottle format is one of a number of innovations Brancott has lined up for the coming year.

Another is the introduction of QR codes on all bottles allowing consumers to “discover 14 experiences” connected with Brancott and New Zealand, including information on the winery, New Zealand’s wine regions and food pairings for the range.

James said: “Very often we talk about a lack of innovation in the wine trade but innovation doesn’t have to mean product innovation, it could be consumer engagement too.”

Finally, Brancott has fully “completed the transition” from Montana this month with the introduction of new labels, that will be available towards the end of this month.

A full interview with James will appear in the February issue of db.

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