Rexam Beverage Can and Accolade Wines have extended its partnership to create 250ml Slim cans for the launch of new drinks, called ‘The Sparkling Collection’.
The collection includes four new innovative drinks from the Hardys, Banrock Station and Stone’s brands, alongside Echo Falls Spritz in a can, which was launched in 2011.
These cans, being produced at Rexam’s Gelsenkirchen plant, are targeted at existing wine drinkers as well as 25 to 35 year old females, newcomers to the wine market.
The drinks include two Hardys Bellinis (in Strawberry and White Peach flavours) and Banrock Infusions, a blend of wine and summer berries, Stone’s Ginger Punch, a mixture of ginger wine and lemonade, also available in a striking limited edition Union Jack can.
Accolade Wines European marketing director Clare Griffiths said with the launch of these cans from, it was leading to the creation of a new category for wines to new consumers, with new occasions.
"Our new cans, offer a level of convenience in the wine market that currently hasn’t existed in the wine category with trusted recognisable brands and we hope consumers, new and existing, will embrace the range as they have done with our top selling brands," said Griffiths.
Rexam Beverage Can European customer services sales & marketing director Gary Aslam said they enjoyed working closely with Accolade Wines to bring these cans to market.
"Research from Mintel continues to highlight strong female interest in moving away from FABs to more grown-up RTS offerings and as such, Accolade Wines’ range of wine cocktails in cans open up the category to new consumers. And the convenience and portability of cans makes it possible for consumers to enjoy these great new products for a variety of drinking occasions," Aslam said.