Accolade Wines, in conjunction with a number of major retail partners, is moving to refresh the wine category, one glass at a time.
Magnum is a new packaging format designed to hold 1.5 litres, (or the equivalent of two regular bottles, hence the name) of vintage and varietally declared bottle quality wines from Australia and New Zealand’s premier wine regions.
The surprisingly diminutive Magnum packs (H – 160mm, W – 85mm, L – 153mm), will sit alongside the brands’ glass equivalent on retail shelves and in the fridge – a first for the Australian market.
Accolade Wines General Manager Asia Pacific, Michael East, said Magnum’s release followed two years of consumer and market research by Accolade Wines.
“The proportion of people drinking wine at home has increased over the years, with just under half of Australian wine drinkers choosing to enjoy their favourite wine in the comfort of their own homes .
“The new format builds on consumer trends of convenience, flexibility and ease of use, to build a bridge between consumers who regularly consumed wine but often wanted a just single glass.
“Through Magnum we aim to provide consumers with the opportunity to enjoy great value, popular premium wines in an alternate format, for those times when you just want one glass,” Mr East said.
“Our consumer studies show that there is enormous appeal in being able to enjoy the convenience of a single glass, without feeling compelled to finish or waste the rest of the bottle”.
Magnum is being introduced across a range of brands that are known and loved by consumers such as Hardys, Houghton, South Island, Goundrey, Ta_Ku, Brookland Valley, Waipara Hills, Cat Amongst the Pigeons and Monkey Bay.
“Magnum will deliver everything consumers expect from their bottled equivalent – vintage and varietal specific wines from premier wine growing regions such as Sauvignon Blanc from Marlborough and Shiraz from McLaren Vale and the Barossa,” Mr East said.
The launch of Magnum coincides with the celebration of 50 years since the patenting of casks in Australia and marks the next evolution in a convenient, easy to use product.
Magnum is now available nationally. The range includes:
Brookland Valley Verse 1 Semillon Sauvignon Blanc 2014 (Margaret River) RRP: $24.99
Brookland Valley Verse 1 Cabernet Merlot 2012 (Margaret River) RRP: $24.99
Cat Amongst the Pigeons Shiraz 2013 (Barossa) RRP: $29.99
Goundrey Homestead unwooded Chardonnay 2014 (Western Australia) RRP: $24.99
Hardy’s The Chronicles The Gamble Chardonnay 2014 (Limestone Coast) RRP: $24.99
Hardy’s The Chronicles Butcher’s Gold Shiraz 2012 (McLaren Vale) RRP: $24.99
Houghton White Classic 2014 (Western Australia) RRP: $20.99
Houghton Red Classic 2013 (Western Australia) RRP: $20.99
Riddoch Coonawarra Cabernet Sauvignon 2012 (Coonawarra) RRP: $29.99
Monkey Bay Sauvignon Blanc 2014 (Marlborough) RRP: $24.99
South Island Sauvignon Blanc 2014 (Marlborough) RRP: $29.99
Ta_Ku Sauvignon Blanc 2014 (Marlborough) RRP: $23.99
Waipara Hills Sauvignon Blanc 2014 (Marlborough) RRP: $27.99
For more information on Magnum visit www.magnumwines.com.au or follow the hashtag #MagnumAtHome.
