Andrew Peace has grown its UK portfolio of Australian wines and introduced six new skus.
Available now, the range is split into two design propositions – Andrew Peace Black Label and Andrew Peace White Label. Andrew Peace Black Label includes a new-to-market Shiraz (11% abv) and Chardonnay (11% abv) in 75cl and 2.25l bag-in-box formats. Andrew Peace White Label includes the brand’s existing 75cl Signature Shiraz and Chardonnay while introducing both wines in 1.5l BiB format.
The RRP for 75cl wines is £6.50, while the Andrew Peace bag-in-box 1.5L has an RRP of £12.00, and the Andrew Peace bag-in-box 2.25L has an RRP of £17.00.
The entire Andrew Peace range will be supported by a fully integrated brand campaign comprising PR, advertising, social media activity and influencer engagement.
Senior brand manager at Kingsland Drinks, Pete Fairclough, said: “Value and quality reign supreme for UK consumers who - more than ever - are watching their spend. By bolstering the core Andrew Peace range with lighter options, and expending the format that consumers can buy into, we’re hitting multiple pressure points for the consumer. They can buy expertly crafted, reputable, and tasty wine in a way that suits their lifestyle. We know that many consumers are moderating their drinking, while also looking for more sustainable brands to back with their spend. Andrew Peace is perfectly positioned to meet the consumer head on.”
Andrew Peace, of Andrew Peace wines, added: “We are proud to introduce our new wines to the UK retail market and extend our expertise to lower abv wines, while maintaining the alcohol levels in our existing, popular range. By introducing Andrew Peace wines in bag-in-box formats, we’re able to offer greater value for money, continue to build on our sustainability credentials and stay true to our heartland; beautifully crafted wines that taste great.”