Curious launch from Kingsland

By Andrew Catchpole

Published: 03 May, 2016

A year on from the acquisition of Bottle Green, Kingsland Drinks is using the London Wine Fair as the platform to present both the channel specific structuring of the integrated company and to launch a new range of fruit fusion drinks under a new brand, Mr Gladstone's Curious Emporium.

The company has clearly delineated its off-trade, impulse and convenience operation from its on-trade and independent sector focused side, the latter being catered for through an exclusive portfolio and new list for those premium channels.

Kingsland is also using LWF as the launch pad for Mr Gladstone's Curious Emporium, a range drawing on catchy Victorian imagery, which includes a range of fruit fusion wine-based drinks, such as pear and rhubarb and custard, plus crisply presented lines such Shorn and Live sparkling wines, available in several formats.

Speaking about the fruit fusion focus at LWF, marketing director Neil Anderson highlighted consumer research undertaken by Wine Intelligence on behalf of Kingsland, pointing to a £100 million market in the UK for the category, with growth - albeit from a small base - rising at 300% a year.

"We talked to consumers and while the trade can be a bit stuffy about fruit fusion drinks, consumers really like them," says Anderson.

"We have been talking to retailers and our bottling partners and there is a lot of interest, it's always good to innovate and bring new products to market and this is one area which looks set to really grow and engage with consumers.

Intriguingly, the Wine Intelligence consumer research revealed that the strongest appeal of fruit-infused and flavoured drinks is with people aged 35 and over, as opposed to younger drinkers, turning the common wisdom that such styles of drinks are primarily poised to pick up younger drinkers.

Kingsland's integration of Bottle Green is now complete, described by Anderson as "a very good and complimentary fit", with 85% of Bottle Green staff remaining with the company.

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