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CyT hopes to steal share from other alcohol categories with NPD

Published:  12 September, 2018

Concha y Toro (CyT) has launched the first in a line of NPD developed to attract consumers currently shopping within spirits, premium ciders and beers to the wine category.

The initial Jacked range of aromatised wine-based drinks, the first release, is made using premium natural flavours and comprises Sauvignon Blanc flavoured with ginger and a Rosé with lychee.

Targeted at the 22 to 29 year-old unisex audience, the 12.5% ABV duo comes in 50cl format (rsp: £5) and is available now from Tesco.

The newcomer broke away from “wine convention and tore up the rule book” by focusing on flavour and enjoyment, making it an approachable offer for risk-averse younger adults often intimidated by the retail wine fixture, said commercial director Clare Griffiths.

“The wine category has reached maturity in its lifecycle and it’s time to reinvigorate to stimulate growth,” she said.

CyT had carried out extensive research, including its largest consumer usage and attitudes survey, which had allowed it to map consumer behaviour and identify the opportunities in the category, added Griffiths.

The launch marks the first in a line of innovations designed to attract younger consumers to the wine aisle.