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Kingsland expands Shorn on Tour range with Malbec

Published:  17 October, 2018

Kingsland Drinks has grown its Shorn on Tour pouch range with a Malbec variant.

Available now from Morrisons, the 1.5 litre pouch joins the existing Californian Pinot Grigio and Shiraz launched in April this year in the same format (rrp: £ 11).

The latest edition, which is described as “deliciously fruity with characters of blackberry and cherry with a hint of spice”, would further tap the thirst for bag-in-box, said Kingsland drinks, pointing to recent YouGov Formats Research which showed that a 1.5 litre bag-in box format came out top rated by consumers when compared with other formats.

“This is due to several factors, such as the size, which makes it practical for sharing, as well as the practicality and convenience of the tap,” said the company.

Kingsland Drinks WinePRO research found that the format was especially appealing to younger consumers, under 35-years-old.

Earlier this week, Kingsland Drinks called for the trade to do more to tap into the modest value growth in sales witnessed over the summer, saying innovation and new formats were key to winning over new drinkers in the wine category.

The appeal followed a recent University College London (UCL) report confirming declining drinking patterns among young people, but following a summer that saw a 7.7% boost for alcohol value sales (Kantar) between June and August.