Blossom Hill launches gin fizz in RTD cans

Treasury Wine has expanded its Blossom Hill Gin Fizz sub-range, with the roll-out of a new canned RTD, after sales of the hybrid drink hit £2.5m in its first nine-months.

The Australian wine company launched the 8.5% ABV white wine and gin fusion drinks in bottles last March in a bid to update the Blossom Hill brand and inject “crucial innovation and growth” into the wine category – and is now rolling out both the lemon & rosemary and rhubarb skus out as a single serve can.

The cans will be stocked by Tesco from March (RRP £2.50).

Treasury Wine Estate’s head of marketing, Ben Blake, said the gin fizz concept was originally created in response to the increasing consumer demand for new and exciting products in the wine space and had “significantly” added value to the category, achieving more than £2.5 million of sales in its first nine months of trading.

The original launch had been supported by a £1 million marketing campaign over the year.

The UK canned wine market has increased 132% to £1.8m, he added and the combination of the rise of ‘on-the-go’ formats in the drinks industry and Gin Fizz being “synonymous with social occasions” made an RTD format a “natural fit” for the brand.

Making the product more accessible to consumers meant it could “continue to drive growth in the wine category through innovative, fun and accessible concepts”, he added.

“The new can means we can reach new consumers who don’t necessarily shop down in the wine aisle and we hope this will help to drive trial of the larger 750ml format,” he said. “A can format means people can even more easily enjoy the serve on-the-go.

According to Nielsen data, the UK category is now worth over £3.6 million, up 125% year-on-year to August 2019, compared to the US$70 million canned wine market in the US, which rose 70% in 2018, according to Nielsen data for the year to March 2019.

Blossom Hill, which is one the the UK’s best-selling wines in the off-trade, saw sales fall by -8.8% in value in the 12 months to 15 June 2019 (Nielsen), and was overtaken in the top spot by Chilean brand Casillero del Diablo.

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