New South African wine brand, Dynamite Factory by Flagstone Wines, is bringing its Shiraz and Sauvignon Blanc to UK supermarket shelves.
Created by winemaker Gerhard Swart in an old explosives factory within sight of the ocean to the west of Cape Town, Dynamite Factory “ignites the senses and gets tills ringing”.
Accounting for almost 25% of all top ten origin growth in still wine and with sales of £369m, wines from South Africa are proving more popular with UK shoppers and Dynamite Factory aims to help retailers maximise this category opportunity.
As consumer spend decreases on bigger ticket purchases in 2023, the brand noted that smaller-scale indulgences are set to rise as shoppers aim to treat themselves without breaking the bank. Aimed at adult wine drinkers aged 25-45, carbon-neutral Dynamite Factory is the “perfect choice for these more adventurous wine drinkers who demand innovative quality at a great value price point”.
The launch of the Dynamite Factory range will be supported across 2023 through a range of in-store and e-commerce marketing support.
Alexandra Colson, Marketing Manager at Accolade Wines, said: “Dynamite Factory is the right brand at the right time for the UK market. South African wine is driving sales across the key £7-9.99 price point, and within that Shiraz is the fastest-growing variety, so the brand meets a key consumer appetite that’s currently not being satisfied.
“At its core, the brand is dedicated to the grafters of life, from hot-deskers to home workers and digital nomads to office ever-presents. Dynamite Factory will bring easily accessible quality into the lives of hard-working UK consumers at a time when it is most sought needed. We’re confident that Dynamite Factory will add a boom to sales in 2023!”
Available now in Sainsbury’s (RRP: £9.99), Dynamite Factory will be listed in Morrisons from 20 March and Asda from May.
