FirstCape smaller format wine sales rocket

Published: 07 November, 2012

FirstCape sales of smaller pack sizes have rocketed in the past six months, contributing to a sales hike of 327% overall.

Since including 25cl, 50cl and 18.7cl bottles in its range, the company has seens collective pack sales pick up dramatically.

Jo Riordan, spokeswoman for FirstCape, said: "Smaller bottle sizes are a key growth driver, giving drinkers the opportunity to buy wine at an affordable price. By providing these smaller formats, we are demonstrating our commitment to affordability. The 25cl and 50cl bottles also allow consumers to trial different styles of wine before they go on to purchase full-sized bottles."

FirstCape offers both its light and full strength wines in the smaller sizes and began selling its first PET bottle in 18.7cl in July 2012. Overall, FirstCape's distribution is up 46% across all pack variants.

Riordan added: "Given FirstCape stands as the 18th largest selling alcoholic beverage in the UK and is just 10 years old, we have gained great insight from fellow FMCG categories to ensure we maintain wine affordability. Pack size will become a key consumer growth area for wine over the next five years, especially with the rise of convenience retailing within the UK".

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