First Cape has devised a new shipper unit to aid display of its Cafe Collection range in c-stores.
The units hold up to 27 bottles and promote the lower calories benefits of the lighter-abv red, white and rose styles in the range. The untis also highlight First Cape’s sponsorship of next year’s British and irish Lions rugby tour to Australia.
Lighter wine styles are growing by 35% year-on-year, with the Cafe Collection brand growing by 56%, according to First Cape. Director Steve Barton says: “The shippers have been designed to clearly showcase the FirstCape range and the calorie messaging of the brand. We hope these units will introduce more customers to this popular, lighter way to drink wine.”
The units have already been introduced in 400 Sainsbury Local outlets, and the company is hoping to install them in Londis, Budgens and Costcutter stores too.