Drinks brand Vin Crowd announces collaboration with Nasty Gal

Kingsland Drinks has announced its Vin Crowd brand will be teaming up with online clothing e-tailer Nasty Gal this year for an on-pack takeover.

Launching in Summer 2021, the Nasty Gal collaboration will offer consumers the chance to win seasonal themed prizes and provide Vin Crowd shoppers with a 10 per cent discount for the clothing webstore.

In the last 12 months it is no surprise on-the-go consumption has seen a decline. However, growth has spiked in the “top-up spending”, a rise in consumers seeking out convenience ahead of the weekly food shop.

With this is mind, Kingsland Drinks hopes to also maximise on this new shopping behaviour, promoting in-store to prompt spontaneous purchases of Vin Crowd cans.

“Nasty Gal taps into a young shopper demographic; for us this is the of-age drinkers and students," said Vin Crowd brand manager Fiona Nicholls. "We know from how these shoppers interact that they are looking for social tribes and this reflects in what they purchase”

The Nasty Gal and Vin Crowd collaboration will be supported with an integrated PR and marketing campaign, along with customer specific shopper marketing activation.

Sarah Parry, Senior Marketing Executive for NASTY GAL said: “We know collaborations work hard for our brand, they have high engagement among our shopper audience and convert to webstore sales. It is important we team up with brands that reflect our shopper attitude, and Vin Crowd feels like a natural fit.”

Vin Crowd also kicks off 2021 with a reformulated recipe, swapping the fermented grape base with a Spanish wine, aimed at increasing the drink’s wine content, and improving the taste and quality.

Launched pre-pandemic in Co-op, Nisa and Costcutter in March 2020, the canned drink was positioned to non-wine drinkers looking for something refreshing, alcoholic and on-the-go.

Vin Crowd Pink Spritz and Botanical Spritz are the second and third best-selling canned wine SKUS in the marketplace.

Priced at £2.25 per 250ml can, the Vin Crowd range comprises a choice of flavours and different taste profiles – a Pink Spritz and a Botanical Spritz. The cans are available across Co-op, Nisa and Costcutter stores and online at drinkwelluk.com.