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Morrisons targets millennials with launch of Asado Club in 250ml carry pack

Published:  12 September, 2016

Morrisons have thrown down the gauntlet in terms of collaborative product development, with a new, exclusive Argentinian Malbec, Asado Club.

Morrisons have thrown down the gauntlet in terms of collaborative product development, with a new, exclusive Argentinian Malbec, Asado Club.

With a radical new approach to packaging, the wine is produced, not only in a traditional 75cl bottle, but in a 4 x 250ml carry pack.

The 75cl, boldly labelled bottle, is a kaleidoscope of colour with a modern, artistic theme and is a clear nod to the success of craft beer.

The screwcap capsule focuses attention on the Argentinean origin, with its light blue stripe, and clear cues to the grape variety, but without the all-too frequent complexity of wine terminology on the bottle.

The wine will retail at £8.

The innovative 4 x 250ml carry pack, with the wine packaged in stubbies, and sealed with a crown cork, will retail at £8.75.

"We are targeting a totally new group of wine consumers - the younger generation - who buy for occasion, and don't want many of the traditional cues associated with wine drinking," said Andrew Ingham, wine buyer at Morrisons.

"The wine industry continually bemoans the lack of innovation in wine packaging, but has done very little about it. We have taken a risk, and have taken a lead as a retailer in pushing the boundaries."

Asado Wine BottleAsado Wine Bottle

The attention-grabbing label tells its own story.

Labelled simply as the Asado Club, it paints a vivid scene, with everything from the glitter ball, to a medley of bovine characters depicted, all of which have names, and characters, from Sir Loin to Miss Rump.

These characters will be explored further via the brand's newly established Twitter and Facebook accounts, and social media campaign.

"We didn't want to explain everything on the label," Morrisons wine sourcing manager Mark Jarman explained.

"We wanted customers and wine drinkers to feel curious, and want to explore more."

The project has been developed in conjunction with Origin Wines.

"It's been a fantastic project to work on," CEO Bernard Fontannaz, added.

"It's daring, forward-thinking and breaks the boundaries."

The Asado Club 75cl bottle and 4 x 250ml 4 packs are available exclusively to Morrisons in the majority of stores.

Read more about the development of Asado Club, early success, and the challenge for collaboration between retailer and supplier, in October's edition of Harpers Wine & Spirit.

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