Unveiled at this year’s London Wine Fair, Kingsland Drinks is launching a brand new range of fusion beverages, named Mr Gladstone’s Curious Emporium, to capitalise on the demand for fusion drinks and 290% growth of the fruit fusion wine category.
Using its unique insight tool WinePRO, Kingsland identified an opportunity to create a new fusion beverage that’s relevant to a new audience via its regenerated winery, given that 80% of fusion beverage drinkers are over 35. Mr Gladstone’s Curious Emporium targets men and women between 25 and 35, identified as ‘the beginners’, ‘risk averse youngsters’ and ‘generation treaters’ and caters for the ‘low-key social’, the ‘big night’ and ‘a drink before going out’ occasions. What’s more, the new fusion beverages offer a way into the wine category that is less traditional and more approachable for consumers, who find wine a confusing and intimidating category.
The new playful range is available in two varieties, Rhubarb & Custard and Pear Drops, both of which aim to engage with consumers by appealing to their emotional sense of nostalgia. Made with 100% natural flavours, each 75ml variety offers a refreshingly delicious beverage with the flavours of traditional sweets and is best served chilled or over ice.
 Kantar Worldpanel, 52 w/e data to 31st January 2016