Wine company VCT Europe have announced a new range which will debut in Bargain Booze stores later this month.
Available from 25 May, the new Out of Office range is hoping to “target the younger adult sector of 25-34-year olds,” VCT said, and the three varieties are a Sauvignon Blanc, a Rosé and a Merlot.
VCT Europe also said it has drawn on consumer research showing that time-poor consumers are often discouraged by the wine aisle, which they perceive as overcrowded, with few brands clearly standing out or effectively signposting different drinking occasions.
Senior brand manager, Heather Jones, said: “Younger consumers are still drinking wine - but they’re more selective. They’re curious, open to discovery and willing to spend more when the proposition feels relevant, modern and worth their time.
“We wanted to deliver a brand that makes wine an easy, approachable choice. A key occasion for wine drinkers is relaxation and unwinding, and Out of Office is a fun, light-hearted brand that clearly communicates the occasion directly on the bottle.”
All of the three wines are Chilean, bottled in the UK, and positioned at £9 RRP for the convenience sector.
VCT have deliberately chosen the convenience sector to launch the brand, with Jones adding: “We’ve seen many of today’s most successful brands begin their journeys in this channel, and it’s repeatedly proven to be a strong foundation for building brand awareness, recruiting shoppers and driving early‑stage growth.”
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