Andrew Peace has expanded its UK portfolio of Australian wines and introduced six new SKUs.
The entire range will also benefit from two design propositions – Andrew Peace Black Label and Andrew Peace White Label. Andrew Peace Black Label includes a new-to-market Shiraz (11% abv) and Chardonnay (11% abv) in 75cl and 2.25l bag-in-box (BiB) formats. Andrew Peace White Label includes the brand’s existing 75cl Signature Shiraz and Chardonnay, while introducing both wines in 1.5l BiB format.
The launches offer consumers a genuine choice of red and white wines made in the same style and to the same quality as the producer’s existing range but at different alcohol volumes and new formats.
The wines aim to tap into the trend of consumers seeking lower ABV wines to moderate alcohol consumption, while addressing recent duty changes the wider industry is navigating.
Pete Fairclough, Senior Brand Manager at Kingsland Drinks, said: “Value and quality reign supreme for UK consumers who – more than ever – are watching their spend. By bolstering the core Andrew Peace range with lighter options, and expanding the format that consumers can buy into, we’re hitting multiple pressure points for the consumer. They can buy expertly crafted, reputable, and tasty wine in a way that suits their lifestyle.
“We know that many consumers are moderating their drinking, while also looking for more sustainable brands to back with their spend. Andrew Peace is perfectly positioned to meet the consumer head on.”
Andrew Peace, of Andrew Peace wines, added: “We are proud to introduce our new wines to the UK retail market and extend our expertise to lower ABV wines, while maintaining the alcohol levels in our existing, popular range.
“By introducing Andrew Peace wines in bag-in-box formats, we’re able to offer greater value for money, continue to build on our sustainability credentials and stay true to our heartland; beautifully crafted wines that taste great.”
This autumn, the entire Andrew Peace range will be supported by a brand campaign comprising PR, advertising, social media activity and influencer engagement that will focus on the brand’s “place at the heart of feel-good moments”.
The Recommended retail price for Andrew Peace 75cl wines is £6.50, while the Andrew Peace bag-in-box 1.5L has an RRP of £12.00, and the Andrew Peace bag-in-box 2.25L has an RRP of £17.00.
The full range of Andrew Peace wines are available to retailers via the Kingsland Drinks Group.
