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Ehrmanns launches mini in response to demand for small format

Published:  27 June, 2016

Ehrmanns is beefing up its Beefsteak Club Argentinean brand with two new additions, including a single serve Beefsteak Club Mini Malbec in order to target the growing convenience sector.

Ehrmanns is beefing up its Beefsteak Club Argentinean brand with two new additions, including a single serve Beefsteak Club Mini Malbec in order to target the growing convenience sector.

The Mini Malbec will be available from mid-July with an RRP of £3.99 and Beefsteak Club Estate-Bottled Malbec will be available from August 1 at an RRP of £10.99 and will be positioned between Beefsteak Club Malbec and Beefsteak Club Reserve.

Beefsteak Club Mini Malbec (18.75cl) has been designed to target the growing convenience sector in response to increased demand for smaller formats.

It is exactly the same wine as the Beefsteak Club Malbec - the brand's core product - and is packed in a screwcap glass bottle.

Beefsteak Club was launched by Ehrmanns two years ago and is now one of the fastest growing Argentinean brands in the UK.

In the UK off-trade it is listed by Majestic, Ocado, Waitrose, Wine Rack and independent retailers and in the UK on-trade it is listed by Whitbread's Beefeater Grill chain of restaurants.

It is also exported to over 15 countries worldwide including Canada, Finland and Germany.

Ehrmanns' senior marketing manager Carolyn d'Aguilar said the new additions are in response to rise in popularity of Beefsteak wines over the past year and also to keep up with demand in the c-sector.

She said: "As the UK's appetite for Argentinean Malbec continues to grow, we have struck a chord with Beefsteak Club. We decided to do the Mini Malbec only around six months ago, after seeing a growing demand for single serves. Because it's one of our brands it means we were able to act really quickly."

Ehrmanns best selling mini is currently Ochre Mountain, a Chilean Sauvignon Blanc which is an exclusive label for Carlsberg.

Beefsteak Club Estate-Bottled is sourced from high-altitude vineyards in the Argentinean Fairtrade estate, Finca Monteflores.

Aged in oak for six months, Beefsteak Club Estate-Bottled Malbec has been designed to primarily complement steak dishes.

Beefsteak Club is the official wine partner for this year's Grillstock Festival - the meat and music festival which takes place at Bristol Harbourside on 2-3 July.

 

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