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Fruit Wine surge leads to relaunch of Castaway

Fruit Wine surge leads to relaunch of Castaway

Press Release – Product Launch

Fruit Wine surge leads to relaunch of Castaway

International Wine Services (IWS) has this week announced the return of Castaway Spritz, the much loved lightly sparkling wine blended with natural fruit flavours, as consumer demand for fruit flavoured wines soar.

 

Returning in a 75cl 8% ABV format, Castaway Spritz’s re-launch seeks to capitalise on the growing consumer demand for flavoured and lower ABV products in the BWS category {1}. Flavoured products are already driving value growth in many BWS categories, including beer (+126% MAT yoy), cider (+69% MAT yoy) and vodka (+12% MAT yoy), with wine expected to follow suit {2}.

 

Ideal for drinkers seeking an alternative to beer and cider, or wine lovers looking for a lower ABV alternative, the light and refreshing liquid now boasts a stylish new look to bring it right up to date.

 

Angela Ham, Marketing Manager at International Wine Services, said:

 

"We’re right on the cusp of a fruit flavour surge in the wine sector. Having injected growth into the beer and cider sectors, the fruit flavour trend is on the verge of doing the same for wine, creating the ideal opportunity for reintroducing Castaway Spritz into the market.

 

"We’ve done our very best to keep all of the things the original Castaway was loved for – the refreshing fruity taste and the brand’s light and vibrant personality – while evolving the product with a new 75cl bottle format and 8% ABV to best meet the needs of today’s consumers and shoppers."

 

1 Source: Wine Intelligence, Vinitrac UK 2013
2 Source: Nielsen BWS Key Trends Apr 2014

ENDS

The brand’s re-launch is being backed with significant trade and consumer support, including a new website (www.castawayspritz.com), new POS items, promotions, sampling events, and social media.

 

Castaway Spritz is available to both the on and off trade in 75cl bottle format. For stockist enquiries, please call 0845 601 5959.

 

For further information, visit www.castawayspritz.com or follow us on Twitter (@castawayspritz) or Facebook (castawayspritz).

 

For further information, additional images or extra commentary, please contact Chris Bone / Claire Lennon at Stripe Communications on 0131 561 8708 / castaway@stripecommunications.com