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Blossom Hill launches fruitier wines with Sun-Kissed red and white

Published:  14 May, 2014

Blossom Hill has launched two fruitier style wines - Sun-Kissed red and white - after finding that almost half of its consumers wanted wines with a lighter, fruitier taste.

The Diageo-owned brand says the wines will recruit newcomers to the wine category and appeal to changing consumer tastes.

The research, which drew on Nielsen Homescan as well as retailer data to August/September 2013, also showed that 1.8 million UK households only drink rosé wine and are resistant to traditional red and white varieties.

Blossom Hill Sun-Kissed Red & WhiteBlossom Hill Sun-Kissed Red & WhiteBlossom Hill has launched two fruitier red and white varieties under the Sun-Kissed label, after finding that 48% of its customers preferred fruitier, lighter wines.

The Sun-Kissed launch coincides with Blossom Hill's packaging refresh across its wine portfolio, which is aimed at showing off the brand's wine credibility, its "fruitier" taste and creating stronger stand out.

Kevin Chinn, marketing director at Diageo-owned distributors Percy Fox & Co, said: "The refreshing, fruity tasting notes of Blossom Hill Sun-Kissed Red & White wines will expand the repertoire of Blossom Hill Rosé drinkers, and will also attract new consumers to the wine category, who may have been hesitant to try red and white wines in the past and are looking for a lighter wine taste."

Blossom Hill Sun-Kissed Red & White wines have a recommended retail price of around £7 and are available now in selected retailers, including multiple grocers. The launch will be supported by PR, point-of-sale materials in-store including neck collars, sampling, digital, as well as a planned ATL campaign, including TV advertising, Video on Demand and YouTube, as part of a £2.1 million marketing support package.

The marketing campaign invites consumers to explore "The Wonderful World of Blossom Hill" and aims to clearly signpost the brand's "fruity wine taste".