Skinny Prosecco brand gains weight with consumers
The producer of Skinny Prosecco has revealed plans to expand the business in 2017 following strong growth last year.
Co-founder Ian Thomson, of parent company Thomson & Scott, said it would be bringing a number of new products to market over the next 18 months, starting with a second Skinny Champagne.
“We have had a Skinny Champagne Grand Cru Brut for nearly two years and compared to Skinny Prosecco it is a smaller, niche market, with a much higher price point,” said Thomson. “The new Champagne will compete with Moët & Chandon and Veuve Cliquot but at a lower price. It means our portfolio will have three price points and it will show people our range is growing. It will launch this spring or summer.”
Thomson said there are no plans at present to develop the Skinny Prosecco range.
“It would be crazy to dilute our Prosecco product with anything new as it is doing so well, but the Champagne market has got legs and, with the new one, we can develop that area.
“We are also increasingly finding sparkling wines with very little dosage added so that is an area of interest for us.”
Thomson explained that the company has had an excellent year for its Skinny Prosecco, which was launched last February. The brand has listings with retailers including Selfridges and Harvey Nichols, and the company plans to work on getting the Prosecco into supermarkets this year.
“By a combination of design and happy accident we have been able to get through to the millennial consumer with this brand and we talk to them through social media.
“Online sales have also been good for us and another key move recently was making the brand available to buy by the bottle instead of by the case, so we can now offer our drinks anywhere in the UK on a two-to-three-day delivery option. Once we were able to get the logistics right to do this we were automatically moved on to a new level.”
Thomson added that online retailers such as Amazon and Not On The High Street “work very well for us”.
Another successful piece of activity for the brand was an opportunity to run a pop-up in Selfridges’ food hall through November and December 2016.
Thomson said: “It was a prime real estate spot for us but it was hard work as we had to staff it every day and, although the business is expanding, we still only have a small team.
“But being able to talk to customers directly was great and it was a real eye-opener to find out what they thought about the brand. It helped us shift our focus a little but also endorsed the fact that we are doing the right thing.”
Looking ahead, another area the company is looking at is making more of the fact that the wines are certified vegan and organic.
“We have been inundated by vegan bloggers who are interested in this and it’s another element which can help our portfolio grow. Organic, vegan and clean ingredients, so things like sulphites in wine – these are things we want to have a conversation about. There are a number of lids we are looking forward to lifting.”