Andrew Peace has expanded its UK portfolio of Australian wines and introduced 6 new skus. Available to retailers now.
The entire range will also benefit from two design propositions – Andrew Peace Black Label and Andrew Peace White Label. Andrew Peace Black Label includes a new-to-market Shiraz (11% abv) and Chardonnay (11% abv) in 75cl and 2.25l bag-in-box formats. Andrew Peace White Label includes the brand’s existing, popular 75cl Signature Shiraz and Chardonnay while introducing both wines in 1.5l BiB format.
The launches offer consumers a genuine choice of red and white wines made in the same style and to the same quality as the producer’s existing range – with taste, quality and craftmanship at the centre – developed through three generations of winemaking, but at different alcohol volumes and new formats.
Maintaining the steadfast, excellent value and quality Andrew Peace is well known for, the wines tap into the trend of consumers seeking lower abv wines to moderate alcohol consumption, while addressing recent duty changes the wider industry is navigating.
Pete Fairclough, Senior Brand Manager at Kingsland Drinks, said “Value and quality reign supreme for UK consumers who – more than ever – are watching their spend. By bolstering the core Andrew Peace range with lighter options, and expending the format that consumers can buy into, we’re hitting multiple pressure points for the consumer. They can buy expertly crafted, reputable, and tasty wine in a way that suits their lifestyle. We know that many consumers are moderating their drinking, while also looking for more sustainable brands to back with their spend. Andrew Peace is perfectly positioned to meet the consumer head on.”
The bag-in-box format has gained popularity in recent times driven by its sustainability credentials; lasting up to six weeks it keeps wine fresh and cuts down on waste, while being considerably lighter to transport, and offering the ability to be made from recyclable materials.
Andrew Peace wines are made to the highest quality, achieved via expert vineyard management – including clever vineyard selection, reducing irrigation to create very low yields, and early ripening with high flavour concentration at lower sugar level – plus smart wine making nurtured over four generations. The family also cold soak grapes to extract soft fruit flavours and aromatics and only use free run juices and gentle pumpovers.
Andrew Peace, of Andrew Peace wines, added “We are proud to introduce our new wines to the UK retail market and extend our expertise to lower abv wines, while maintaining the alcohol levels in our existing, popular range.
“By introducing Andrew Peace wines in bag-in-box formats, we’re able to offer greater value for money, continue to build on our sustainability credentials and stay true to our heartland; beautifully crafted wines that taste great.”
In Autumn 2023, the entire Andrew Peace range will be supported by a fully integrated brand campaign comprising PR, advertising, social media activity and influencer engagement that will focus on the brand’s place at the heart of feel-good moments.
The Recommended retail price for Andrew Peace 75cl wines is £6.50, while the Andrew Peace bag-in-box 1.5L has an RRP of £12.00, and the Andrew Peace bag-in-box 2.25L has an RRP of £17.00.
