French Anarchy Range Shot

Broadland Drinks has unveiled a new “edgy” brand designed to widen appeal and help bring additional shoppers into the category.

French Anarchy (RRP £9.50) consists of a malbec, a sauvignon blanc and a rosé specially blended to provide fruit forward wines which are “better suited to modern palates, offering commercial appeal whilst showcasing French wines in a fresh new way,” said the brand.

The contemporary branding and packaging design have been created with hopes to disrupt and stand out prominently on a fixture dominated by traditional labels, attracting consumers to purchase for more everyday consumption occasions.

The wines are shipped in bulk from France, then bottled into lighter weight bottles at Broadland’s BRC AA+ winery in Norfolk.

Broadlands said that this creates a lower carbon footprint as the number of trucks required to import the wine is reduced by half compared to shipped in bottle wine, and the bottle itself is 20% lighter than a traditional French Burgundy bottle.

The brand will be supported by account specific activation, as well as social media, PR and sampling to raise awareness and drive trial.

Nicola Cannon Broadland Drinks head of brands said: “We couldn’t find a modern easy drinking French wine, so we ripped up the rule book and blended our own. French Anarchy offers completely different, easy to drink fruit forward wines which will be popular with modern consumers. Additionally, as part of our one-stop shop to cut carbon, French Anarchy is also the lower carbon alternative for retailers as it’s bottled in lighter weight bottles here in the UK”.