Mud House, the £51m brand from Accolade Wines[1], has unveiled two new refreshing Chilean varietals, Sauvignon Blanc, and Rosé, as it targets further brand growth in the UK.
Available from September in the off and on-trade, the two wines originate from Chile’s Central Valley region, tapping into the brand’s adventurous spirit and expanding Accolade Wines’ offering from the growing Chilean market.
Mud House saw a +31% increase in volume and +28% rise in value sales year-on-year in 2020[2], and is the sixth most considered wine brand in the UK[3].
Both wines are from the 2021 vintage which delivered grapes with notable freshness and vibrancy. The Mud House Chile Sauvignon Blanc 2021 is a bright, fresh, and vibrant wine with a hint of sweet fruit, delicate floral flavours, viscous mid-palate texture and a soft, clean finish. The Mud House Rosé 2021 is a delicate pale salmon colour and has a soft palate with sweet summer flavours balanced by delicious mineral acidity and a long and generous finish.
To provide distinction on-shelf between the existing Mud House ranges, the two new wines will feature Chile’s national bellflower on-pack in the same spirit as the traditional Mud House New Zealand design, which features the native nikau palm
Peter English, Accolade Wines’ Head of Brand, said: “Mud House’s new additions, from the picturesque heart of Chile’s Central Valley, build on the essence of our adventurous spirit and are the perfect extension to the original Mud House New Zealand varietals.
“Our consumers are highly engaged with the Mud House brand, and they trust us to deliver quality wines that take them on an adventure. With the release of these two refreshing, modern wines, we are doing just that. We expect our loyal shoppers to explore these new Chilean wines with the confidence and trust established by the Mud House brand, especially after the success of our ‘Meet the Winemaker’ on-pack competition earlier this year. Moving into a new country of origin will also allow us to increase brand awareness and opportunity to purchase.
The two wines will be available in multiples including Asda, Tesco, Nisa and Spar from September 2021 with a RRP of £9. A bag in a box version will also be available exclusively in Asda.
[1] Total Coverage Nielsen MAT to 17.07.21
[2] Vs 2019, IWSR 2020 data
[3] Client to provide reference
