Treasury Wine Estates has extended its Blossom Hill Gin Fizz sub-brand with an RTD can format.
First launched into the UK last summer, Blossom Hill Gin Fizz aims to tap into the gin trend and since launching has achieved more than £2.5m in value sales in its first nine months of trading.
The sparkling blend of crisp wine, botanical infused water, and a dash of gin is available in two flavours: Lemon & rosemary; and rhubarb. The 8.5% cans have an rrp pf £2.50.
Ben Blake, head of marketing – Europe at Treasury Wine Estates, said: “The Gin Fizz concept was originally created as a response to the increasing consumer demand for new and exciting products in the wine space. The wine cans market has increased in value sales and with the combination of the rise in on-the-go formats in the drinks industry and Gin Fizz being synonymous with social occasions, it only seemed a natural fit to launch an RTD format. The new can means we can reach new consumers who don’t necessarily shop the wine aisle and we hope this will help to drive trial of the larger 750ml format.
“A can format means people can even more easily enjoy the serve on-the-go. Making the product more accessible to consumers means we can continue to drive growth in the wine category through innovative, fun and accessible concepts.”