Kingsland Drinks sees gap for lower-calorie canned wine
Kingland Drinks has launched a new canned wine brand, which will is available in Co-op stores now.
Vin Crowd will initially comprise a range of lower-calorie drinks in cans. The trio (each priced at £2.25 per 25cl can) includes a White Spritz, described as "a breath of fresh pear", a Pink Spritz, represented by the strapline "strawberry feels forever", and a Botanical Spritz, badged up as "win, win, raspberry and gin".
Andy McIvor, head of marketing and insight at Kingsland, said: "Vin Crowd is aimed at drinkers who do not engage or are becoming increasingly disengaged with the wine category. These drinkers have relatively limited wine knowledge and are actively seeking out more contemporary brands which offer new drinking experiences and brand stories that they can personally identify with.
"Our canned range has been developed for on-the-go and informal drinking occasions where convenient, refreshing and lower calorie options are in strong demand."
Vin Crowd will be supported with an integrated marketing campaign over the coming months, along with customer specific shopper marketing activation.