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New sparkling brand offering "Prosecco" in a can prepares to launch in the UK

Published:  02 December, 2016

A new lifestyle-led sparkling wine brand is aiming to match the prospects in the female drinkers/millennials market with the Italian wine and the RTD categories in the hopes of cracking the UK market.

Gigglewater is due to launch a multi-channel strategy in the UK in early 2017 with the aim of establishing the brand in the Prosecco and canned Secco (Italian dry wine) market.

At the forefront of its portfolio is a bottled Prosecco DOC and also a Frizzante Secco (Italian dry wine) in bottle and 20cl can - which is made from the same Glera grapes but can't be called Prosecco due to Italian labelling laws for cans - as well as a range of 20cl canned flavoured sparkling wines.

Catherine Monahan, founder/CEO of Gigglewater Wines explained the brand's long and short-term goals: "With growth of sparkling wine continuing at around 23% (Nielsen grocery multiples and impulse sales in the year to July 18, 2015).

"We are really excited to be launching a new brand into this dynamic category. By initially leading with Prosecco, Frizzante and 'Secco' we retain the Italian link whilst allowing ourselves the flexibility to move away from Italy in the future and build a global brand.

"By taking advantage of changing technology, innovation, occasion-based drinking and worldwide Prosecco pricing fluctuations, we have created a range of modern wines for 2017 that are relevant to millennials and female consumers."

The brand takes its name from an American term used in the 1920s for an alcoholic beverage, and is part of a light-hearted marketing approach which is aimed at females and millennials who "love bubbles, but more importantly they love the fact that they don't feel intimidated by sparkling wines/Prosecco as much as they do when having to choose from a range of red and white wines".

Listings have been secured in the independent, wholesale and cash and carry sectors as well as an unnamed "large on-trade group", all going live in early 2017.

The products are also due to appear on listings in Ibiza, Formentera and Portugal with distributors Champagne Solutions, as well as online with a distributor in China and Australia.

UK stock of the brand will be available in can and bottle format from January 2017 and will sold via online retailer Cellar Link in UK, China and Australia, from January 2017.

The cans of Frizzante Secco are due to retail for £1.99 per can or £6.99-£7.99 for a 75cl bottle.

The Gigglewater Prosecco DOC 75cl has an RRP of £9.99.