Subscriber login Close [x]
remember me
You are not logged in.

New World brands team up to push 50cl size

Published:  02 October, 2009

New World producers Australian Vintage and Concha y Toro have formed a strategic partnership to drive growth of the 50cl category.

The partnership will see a range of wines from both brands launched in over 600 Tesco Express stores from October.

The range features McGuigan Classic Grey Label Chardonnay and Shiraz and Casillero del Diablo Sauvignon Blanc and Cabernet Sauvignon an will be merchandised in a bespoke stand-alone floor unit displaying both McGuigan and Casillero del Diablo branding.

In order to boost brand sales three for £10 offers will run from October through to December, with consumers able to 'mix and match' between the two brands.

Australian Vintage UK and European general manager Paul Schaafsma said: "The trade needs to push 50cl as a category in its own right. To that end, we've joined forces with Concha y Toro to offer retailers two SKU's each from across the McGuigan and Casillero del Diablo brands. Concha y Toro is a like-minded producer and we see this partnership as a real opportunity to create, and drive, the category forward."

Simon Doyle, commercial director for Concha y Toro, adds: "We see the 50cl format as an opportunity to satisfy a number of needs. Not only is it timely and relevant given the current economic climate and the need to push the responsible drinking message, but it also responds to consumers occasion driven purchases, such as mid week treats. By joining forces with McGuigan we are able to encourage trial and offer consumers real choice, whilst at the same time allowing them to save a bit of money and perhaps drink a little less without compromising quality."