Proof Drinks adds prosecco brand to line-up

By Arabella Mileham

Published: 07 April, 2015

Prosecco brand Scavi and Ray is ramping up its spend in the UK after appointing Proof Drinks as the new distributor

Prosecco brand Scavi and Ray is ramping up its spend in the UK after appointing Proof Drinks as the new distributor.

The brand, which originally launched in the UK in September 2013, is owned by MBG UK, part of Germany's MBG International Premium Brands. It achieved some distribution in the London prem,ium on-trade and hotel sector, but has appointing Proof Drink to spearhead its national roll out.

Co-Founder, James McDermott told Harpers.co.uk said the brand had set itself the target to become the number one premium prosecco brand, and was putting more than a £1m behind the brand to support its route to market.

The activity would be very trade focussed he said, and would seek to build the brand in the on-trade as well as extending its distribution in the off-trade.

"There is no limit," he said. "We have the resources to make it big."

The range comprises three skus, Spumante (11% ABV), Rosato (10.5% ABV) and Hugo, a prosecco cocktail with elderflower and mint (6% ABV).

There was "no sign of the Prosecco bubble bursting, he said. "It has become an everyday drink, what would replace it?"

However he argued that innovation was necessary in the category to develop sales and build value and prevent further commoditisation.

"We need to premiumise the category, it is commoditised and needs a brand to put on the shelf that can command a premium," he said. "There is an opportunity to be that brand, which is why the parent company is prepared to spend a lot of money on it."

The brand is sponsoring London Fashion Weekend for the third year and has released limited edition fashion print bottles.

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