Black Tower bucks lower-alcohol wine decline
Reh Kendermann’s 5.5% abv B by Black Tower grew 52% in 2013, bucking a decline in the lower-alcohol wine market.
Volume sales of wine at 5.5% abv and under nose-dived 12% last year, with value sales slipping 7%, OLN reported in January.
But Reh Kendermann said brands could still do well at 5.5% by making sure their taste profiles were similar to their parent brands.
Nik Schritz, managing director of the German wine supplier, said: “The market performance of B by Black Tower in white, red and rosé continues to be outstanding. Its growth and the consumer response have been superb, reflecting the positive performance of the Black Tower brand itself.
“In terms of the total German off-trade category, Black Tower now has virtually 30% of the market and the range of Reh Kendermann wines in the independent sector have an amazing 50% share. We credit the performance of B by Black Tower to the consistent quality of the wine and the strong consumer appeal of the Black Tower brand, as well as our continuing NPD and supporting targeted marketing and PR activities.”