Off-Piste go after flavoured drinks market with alcoholic wine cocktail

By Jo Gilbert

Published: 05 May, 2016

Makers & Co., a new range of lightly sparkling 4% alcohol drinks, is taking centre at the Off-Piste stand at this year's London Wine Fair.

The drinks makers are going after the sparkling category, launching a Spain-made wine cocktail brand, which is fresh and low in alcohol.

Rachel Archer, New Product Development Manager at Off-Piste, said: "We didn't want to just make another favoured wine. This is the kind of drink you could drink at a barbecue or on a summer's evening. Flavoured ciders and beers have occupied that space recently so we're trying to get back that market share."

The two flavours are currently lime, mint & hibiscus, and cranberry, rose petal & hibiscus.

They will be launching into a major retailer in June and will retail at around £4 per 75cl bottle.

The drinks have been created to provide an upmarket range of wine-based fruit-flavoured drinks to rival flavoured ciders and the successful Echo Fall's Fruit Fusion range.

Off-Piste focused on creating a non-intimidating design in order to attract wine newcomers and to predominantly target the 18-25 female market

"This could be the first stop into wine for some people," Archer added. "There are various levels of wine but also different levels of consumer - that's what the wine industry has forgotten."

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