Kingsland launches new Rosé Fruit Fusion in pouch format to reach Millenials & Outdoor Entertaining
Kingsland Drinks have added a new fruit fusion Rosé to its growing LIVE range of wines and fusion drinks. The new LIVE Strawberry and Lime fusion is packaged in an innovative 1.5L pouch format and is being sold in 1,600 Co-op stores across the country from February 2017.
The pouch format, which is new to Kingsland Drinks’ manufacturing capability, will keep the fruit fusion fresh for 4 weeks once opened. The packaging is light and easy to dispense making it an ideal purchase for outdoor entertaining – such as BBQs, picnics, camping or festivals.
The delicate Strawberry and Lime fruit fusion, perfect for summer, can be served chilled, over ice or made into a cocktail with sparkling wine and soda water.
Jo Taylorson, Marketing Controller, Kingsland Drinks Ltd says: “In response to our WinePRO research, we wanted to create a range of wines and fruit fusion drinks that engaged with and understood the motivations of the ‘beginners’, and ‘millennial’ consumers. Our LIVE Strawberry and Lime fusion has a lower abv than standard wine at 9% and has a sweeter taste profile, so is perfect for this audience.”
“The new LIVE Strawberry and Lime Pouch satisfies Co-op customers’ needs for an easy-to-use, transportable format and will recruit younger consumers into the wine category. The ambition is then, of course, to ensure that wine remains in their repertoire of alcoholic beverages”, comments Joe Turner, Wine Buyer at Co-op.
LIVE is a wine brand that emotionally engages with the target consumer, directly communicating an appealing and interesting brand name and an attractive look and feel. This personal connection with the consumer has proved a success with the other wines in the range; LIVE to Sparkle Zinfandel Rose, LIVE Sauvignon Blanc PET, LIVE Zinfandel Rosé PET and LIVE Merlot PET.
LIVE Strawberry and Lime pouch format is available in 1,600 Co-op stores retailing at £7.49