Accolade Wines’ innovation pipeline has created two new products targeting millenials: Days of Rosé and Batch X.
Andrew Stark, General Manager Marketing & Category ANZP for Accolade Wines, said identifying how to address the needs of Australian wine drinker in a more effective way was at the heart of the company’s innovation strategy.
“Rather than looking to traditional ‘NPD’ and line extensions to lead our innovation, we are focusing on creating new taste profiles, formats and segments that will ultimately excite consumers and fuel category growth,” he explained.
“Taking this approach is critical to future proofing our position in the market. We have become even more granular with our insights and taking a 360 approach to deliver fresh ideas that have scale, so we can reach more wine drinkers, more occasions and provide more value to our customers.”
Millennial driven wine trends are evolving rapidly. The emergence of premium Rosé as a newer more sophisticated choice for social occasions is demonstrating strong momentum, which Accolade says has an expected long-term trajectory of double digit growth.
“The idea behind Days of Rosé was to bring to life a simple and beautiful brand with striking shelf presence. The wine offers a dry, lighter style Rosé targeting the daytime drinking occasion. It’s a straightforward approach, but one that has really resonated with the target market of females 25+.
“At the other end of the millennial market, the trend to ‘masculine’ and ‘handcrafted’ is firmly established globally in other liquor categories and is quickly gaining traction in the premium red wine segment,” said Stark.
Batch X was born with a desire to blur category lines with a brand that offers a unique twist on traditional wine both with its packaging and the wine inside.
“These launches mark the beginning of a new innovation strategy for Accolade Wines that will be focused on delivering fewer, but bigger and better ideas that will be truly innovative in the liquor market and will better meet the needs of retailers and their customers,” said Stark. “Our insights driven strategy will also extend to influencing shopper behaviour in-store and we will work even more closely with our retail partners to maximise sales.”
Days of Rose and Batch X will be supported with in-store activations and disruptive point of sale. Both brands will be heavily present on social media and on top of this a comprehensive and exciting guerrilla marketing campaign for Batch X will hit the streets around the country in June.
Both are priced at RRP $20 and available from independent bottle stores.
