Accolade Wines has announced the launch of its new premium Wine On Tap (WOT), Vino Società.
Vino Società provides a premium re-invention of the WOT concept, offering a high quality, stylish and sustainable option to the category. Available now, the brand has launched with two SKUs, Sauvignon Blanc and Rosato, and will be followed by a Malbec in 2022.
The 1.5L format gives shoppers value and convenience, with the boxes equivalent to 2 x 750ml bottles and sold in a fridge-friendly size. The packaging means the wine can stay fresh for up to six weeks after opening, ideal for consumers with a focus on moderation and portion-control.
Vino Società is carbon neutral and uses 80% lighter packaging versus two average industry glass bottles.
WOT is showing double digit growth, fuelled by more at-home drinking occasions due to Covid-19 and product innovations, and now accounts for 5.2% (£350.3M) of the light wine category[1]. The Vino Società range aims to contribute to the incremental growth of both wine on tap and total wine category.
Tom Smith, Marketing Director – Europe, at Accolade Wines, said: “With Vino Società we are focused on transforming consumer perceptions around the quality of Wine On Tap wines and introducing new shoppers to category. We’ve chosen two key varietals for the initial launch with plans to expand the range in the months ahead.
“Under 35s currently under index on boxed wine spend[2], but as a demographic who value stylish products, which are less damaging to the environment, Vino Società addresses these needs and is the perfect opportunity to premiumise the category. Our consumer testing showed that over half of respondents would purchase Vino Società in addition to the alcohol they already buy, whilst Vino Società has the highest purchase intent amongst 20–34-year-olds[3].”
Vino Società’s Sauvignon Blanc and Rosato 1.5L Wine on Tap products are available for listings now across grocery, convenience, and on-trade, with an RSP of £16.
[1] Based on Nielsen IQ RMS Bag in Box sales data for the Table Wine Category for the 12-month period ending 19.06.21 for the Total Coverage Great Britain total retail market (Copyright © 2021, NielsenIQ).
[2] Based on NielsenIQ Consumer Panel sales data for the Table Wine Category for the 12-month period ending 22.05.21 for the Total Coverage Great Britain (Copyright © 2021, Nielseniq).
[3] FiftyFive5 Concept Testing, Aus & UK, Feb 2020
