Sandeman re-launches aged tawnies to "re-affirm leadership" in fastest growing UK Port category

By Jo Gilbert

Published: 14 November, 2016

Sandeman is aiming to put its stamp on the tawny category with its new look range of 10, 20, 30 and 40 year-old aged tawnies.

Taking "cues" from the premium industry, the leading Port house has launched a new see-through glass bottle and Vinolok glass bottle stopper which promises to preserve the wine for 6-8 weeks once opened.

Designers Stranger and Stranger helped to re-package the range, changing the bottle from a dark green to clear to allow visibility of the progression of colour from 10 to 40 old ports through the glass.

The changes were made with the growth of the tawny category in the UK over the past five years in mind, and to draw in an audience of younger drinkers.

Although only sales of tawny Port only accounts for 5% of the UK market, tawny is the fastest growing Port category in the UK.

According to Sandeman, sales of tawny-style Ports rose by 30% this year compared to 2015, and saw a compound growth rate of 8% for 2011-2015.

As competition ramps up for a share of this increasingly popular style, Gonçalo Sousa Machado, managing director of parent company Sogrape UK, said the re-vamped range has been design to re-affirm Sandeman's credentials to lead the category.

"This is a ground-breaking new luxury package for the Port category and we believe it clearly demonstrates Sandeman's authority in Aged Tawny Port," he said.

The UK is something of an anomaly when it comes to Port, with UK consumers favouring ruby in contrast with the majority of countires - including France - where tawny is the dominant style.

Rupert Lovie, marketing manager at Sogrape, said traditional ways of consuming Port are slowing changing.

"We're trying to break out of old port cues. Ruby was traditionally the favourite style in the UK but that's changing. We want to get away from this idea that the only Port is Ruby and that can only be drunk when you're eating cheese or toasting the Queen," he said.

A re-launch of their ruby range is due to follow next year, followed by a new look for Sandeman's LBV and vintage Ports.

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