Oxford Landing targets £6-10 bracket with latest NPD
Oxford Landing Estates has introduced its first piece of NPD since it arrived in the UK in 1989.
Marty’s Block is a premium collection of varietal wine grown, produced and bottled at Oxford Landing, South Australia.
The new collection also celebrates the producer’s vineyard manager Marty Burnell, who has tended the vineyard at Oxford Landing Estates for more than 36 years.
He said: “Never in my wildest dreams did I imagine that I would have the privilege to have a collection of wines named after me. It is an incredibly humbling experience to be recognised with such an honour and I am proud to work for such as great company.”
Marty’s Block comprises four wines (rsp: £8.99 each), that aim to showcase classic Australian wines, as well as celebrating alternative varieties grown on the Estate.
The wines – a Chardonnay, Shiraz Cabernet, Viognier and Tempranillo – are all produced and bottled entirely in South Australia and are 100% vegan friendly.
The launch will be supported by social media activity and consumers will also be invited to ‘Have a Drink with Marty’ as part of its marketing support.
Simon Thorpe MW, managing director of distributor Negociants, said: “The Australian category is seeing a great potential for growth in the £6-10 price segment showing a willingness amongst consumers to trade up within Australian wine. This is alongside strong demand for super premium and iconic wines at a much higher price point – both play different but very important parts within the UK market.”
Oxford Landing Estates senior brand manager, Anna Gillman, said: “Strong, trusted brands like Oxford Landing are needed in the core £6-10 segment to provide mainstream consumers with the confidence to pay more for a bottle of Australian wine. Growth is coming from the mainstream varietals such as Chardonnay and Shiraz Cabernet blends but also within alternative and emerging varieties at the £6-10 bracket, suggesting consumers are looking to explore and discover more. With this in mind, we are delighted to bring the Marty’s Block collection to the UK market.”
Thorpe added: “The core Oxford Landing collection, which currently is the second largest Austrlian wine brand retailing at over £6, has seen strong growth in the off-trade across the multiple grocer, convenience and cash and carry sectors and this new, premium collection will provide consumers with the confidence to trade-up knowing that these wines capture the authenticity and provenance of Oxford Landing.”