Treasury Wine Estates (TWE) is looking to unlock a potential £7.5m in category growth over the next three years with new mini bottles.
TWE is rolling out four familiar wines into the 187ml format, namely: Wolf Blass Yellow Label Cabernet Sauvignon and Yellow Label Chardonnay (rrp £2.49) as well as Lindeman’s Bin 40 Merlot and Bin 95 Sauvignon Blanc (rrp £2).
The company’s head of marketing for UK and Western Europe Caroline Thompson-Hill said: “Smaller formats are of increasing relevance to shoppers. There are more single households in the UK than ever before – they in particular and the wider shopper base want products that better suit their lifestyle. And they also want the familiarity of big brands.
“The four wines we are launching into 187ml format are a great fit with the four opportunities we have identified – from attracting male shoppers into the category through Wolf Blass, widening the range of grape varietals through Lindemans Bins 40 and 95 – as well as them both adding real strength to the overall Australian offer in the 187ml segment.”
The wines are available now.