- New Days of Rosé & Batch X designed for a new generation of wine lovers
New Days of Rosé and Batch X are the latest products to come out of Accolade Wines’ innovation pipeline, and have been designed to better meet the evolving consumer demands in a dynamic market.
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 is at the heart of their 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.
“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,” said Stark.
Millennial driven wine trends in particular are evolving rapidly. The emergence of premium Rosé as a newer more sophisticated choice for social occasions is demonstrating strong momentum and 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 – creating ‘no ordinary wine’.
“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. 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,” said Stark.
Days of Rose and Batch X will be strongly 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.
DAYS OF ROSÈ – RRP $20 (available from independent bottle stores)
Days of Rosé is a dry Provence style Rosé from South Australia. Constructed from a complex blend of alternate varieties including Mataro, Cabernet Franc and Nero D’Avola, it has bright strawberry and raspberry aromatics with hints of cherry, rose petal and star anise. On the palate, it has notes of fresh cut strawberry and cream, cherry and cranberry.
BATCH X – RRP $20 (available from independent bottle stores)
Batch X from the McLaren Vale aims to re-express the classics with bold energy and dynamism. The Batch X mentality is driven by a passion for discovery and has resulted in an adventurous and unrestrained approach to winemaking.
Batch X Shiraz 2016: A vibrant and expressive McLaren Vale Shiraz displaying fresh dark berry fruit flavours with the addition of Touriga providing complexity through hints of spice and smoked meats.
Batch X Sangiovese 2016: A full flavoured and well-rounded Sangiovese exhibiting all the hallmarks of this classic variety; dark cherry, plum and strawberry with notes of dried roses, thyme and oregano. A vibrant and complex wine showing juicy red fruit flavours with layers of soft and savoury tannins.