Treasury Wine Estates has introduced a range of pricemarked bottles for its Wolf Blass and Lindeman’s brands in the £6-£8 bracket.
This is the first time the brand has pricemarked its brands and it hopes that the move will help convenience stores unlock the £200m category opportunity in this price range.
The pricemarked range includes Wolf Blass Yellow Label chardonnay and cabernet sauvignon (£7.49), Red Label chardonnay semillion and shiraz cabernet (£6.49).
Under the Lindeman’s brand, the range includes Bin 65 chardonnay, Bin 50 shiraz flashed at £6.49.
Head of customer marketing Shaun Heyes said: “With the £6-8 segment growing 5% year on year and with a 24% share of the total wine category (Nielsen), our new range of pricemarked packs will help retailers deliver visible value to customers.”