The latest Wine Intelligence research shows that the way consumers are purchasing, and consuming wine is changing:
- Label design is increasingly important to wine drinkers when choosing a bottle of wine
- Consumers are drinking less but looking for better quality
- Younger consumers spend more per bottle
In response Broadland Drinks has launched a new multi-country brand, No Ordinary
, aimed at consumers who are looking for new and interesting wines but want the ease of exploring without time consuming research.
No Ordinary is launching with two wines - a Hawke’s Bay Chardonnay from New Zealand
and a Merlot from Moldova
. A Portuguese rosé will join the line-up in time for this summer. With Sauvignon Blanc accounting for over 95% of New Zealand white wine in the UK (Nielsen), No Ordinary is a great way for consumers to give something else a try from New Zealand and also introduces them to countries such as Moldova which they may be less familiar with. The ABV for both is 13.5% and the rrp £8.50 and £7 respectively. Both wines are bottled at Broadland’s winery in Norfolk.
Broadland marketing director, Liz Cobbold, commented today, “According to research a large group of consumers is adventurous about wine and actively looking for new and different wines to try regularly. Label design is also crucial as it is now playing a much more important role and is recognised as the number one purchase driver among the 34-44 year olds who represent No Ordinary’s core target audience.”
Taking this as a lead the presentation of No Ordinary makes a bold statement. With a striking label design using strong colours, it’s a far cry from the more traditional labels and is purposefully designed to stand out on shelf.
Liz Cobbold continues, “These two wines are just the start for this brand as we are looking to add to the range over the next few months so that our consumers can start experimenting as soon as possible.”
Broadland Drinks is focusing on market sectors where there is a clear consumer need for new thinking, and then creating new wines and drinks with an innovative twist to inspire consumers and give the category a new lease of life.
If you would like to know more about this innovative new brand contact us today
for more details.