Makers of the number one most shopped British Wine brand*, Three Mills, is dialling up its Norfolk credentials to increase on-shelf stand out ahead of an anticipated reshaping of the entry level wine category.
Fran Draper, Marketing Director of Broadland Drinks, said: “Rising costs in production and transportation, as well as global supply chain pressures, mean familiar imported wine brands will be forced to increase prices beyond the critical £4.49 retail price mark. These cost increases are seriously impacting wines produced outside of the UK, resulting in a clear opportunity for British Wine brands like Three Mills to provide UK shoppers with a recognisable, good tasting wine at a price that meets customers’ pockets.”
The new identity, which features the iconic windmills of the region, appears across the Three Mills portfolio of products launching initially across Three Mills Reserve and Three Mills Varietals. The Varietals range includes the launch of a new Zinfandel Rosé and Malbec added to the existing Pinot Grigio, and Sauvignon Blanc.
According to Kantar data (FMCG Panel MAT, 5 September 2021), 2.7 million households refuse to pay more than £4.49 per bottle. Three Mills Varietals offer a selection of the UK’s favourite wine choices at entry level pricing, enabling retailers to retain shopper spend and plug the gaps left by imported varietals as they spike above the critical price points.
Draper added: “British wine has gone through a period of turbulence with changes in duty forcing us all to reconsider our proposition. Despite this, the Three Mills brand has retained its attractive price point for retailers, providing a vital route for stockists to retain category volume as we continue to see costs on imported wines spiral. With these increases looking likely to continue for the foreseeable future, now is the time for multiples and the discounters to look closer to home for stock.”
*Kantar, Total Still Wine 52 w/e 3/10/21