Indevin Group has lined up the strengthening of Villa Maria’s canned wine presence in the UK.
The New Zealand-based company, which is the country’s largest wine producer, is rolling out Villa Maria Bubbly Sauvignon Blanc Rosé to the country’s off-premise channel this week. The carbonated rosé, which has an ABV of 12% and contains “a small percentage of pinot noir”, follows Villa Maria’s canned Private Bin Sauvignon Blanc, which debuted just over a year ago, also in the UK.
The additional SKU has gone on sale this week through retail multiple Morrisons at an SRP of GBP3.75 (US$5) per 20cl can.
“The Private Bin Sauvignon Blanc … showed that the strength of the brand and premium quality of its wine can drive growth and add value to the ‘canned & small formats’ category,” the brand owner said. “Last year’s launch led segment growth (+28.1%) and recruited new shoppers: more than 89,000 incremental units were sold – tracked as new category sales rather than brand switching – adding GBP1.4m in incremental category value.”
Circana’s data for sales of 18.7cl, 20cl & 25cl cans as an MAT to 5 July was cited by Indevin as the source for its figures.
Last month, trade association New Zealand Winegrowers released data showing value sales of the country’s wines in the UK increased by 4.3% in the 12 months to the end of June.
Indevin also holds a near-15% stake in Invivo Wines, the owner of the Graham Norton-fronted GN Wines and Sarah-Jessica Parker’s SJN Wines businesses.
