For the first time ever, Treasury Wine Estates (TWE) has launching a range of price-marked bottles for its top-selling wine brands in the £6-8 price bracket, Wolf Blass and Lindeman’s.
TWE said the new PMP range is “just one of the ways [we are]supporting the convenience channel, helping retailers to unlock a £200m category opportunity”. In addition, TWE will continue to provide advice to retailers about stocking the right range, merchandising the fixture correctly and ensuring a good, chilled wine offer.
Available from this month through the wholesale channel, the new PMPs will include TWE’s leading impulse SKUs for its Wolf Blass and Lindeman’s ranges. These include Wolf Blass Yellow Label Chardonnay and Cabernet Sauvignon priced at £7.49 and Wolf Blass Red Label Chardonnay Semillion and Shiraz Cabernet at £6.49.
Under the Lindeman’s brand, TWE will also be launching PMPs of the Bin 65 Chardonnay and Bin 50 Shiraz which will be available at a £6.49 price point. Bottles from the new PMP range will highlight the prices clearly on the bottle neck.
“With Wolf Blass Yellow Label growing in volume by 6%, Wolf Blass Red Label by 31% and Lindeman’s Bins by 23% [Nielsen Off Trade Scantrack Data to 19.07.14], introducing PMP variants of these SKU’s will only drive further growth of the ranges and the wine category within the impulse channel,” said TWE head of customer marketing Shaun Heyes.
Heyes said wine shoppers spend more than double the average convenience shopper, buying more items per visit and spending longer in store [him! CTP 2013], and they thus “present a huge opportunity” for the channel.
“While popular in other categories, PMPs have never been a major focus for the wine category,” he added. “With the £6-8 segment growing by 5% year on year and with a 24% share of the total wine category [Nielsen Scantrack to 19.07.14], our new range of PMPs will help the impulse channel deliver visible value to customers.”
The introduction of these PMPs will be supported with multi million pound above-the-line brand campaigns, as well as in-depot and in-store PoS.
- For more on price-marked wines, make sure you read the October issue of Wholesale News – out week commencing October 13.