Broadland Drinks promises to bring wine home this English Wine week (17 –25 June) with the launch of The Insubordinate, an edgy low-carbon brand designed to add excitement to the mini wine category and make English wine more accessible to younger consumers.
Awareness and trial of English wine remain limited, with consumers citing price as a major barrier to purchase. Meanwhile its many desirable advantages, such as being locally produced and having a significantly lower carbon footprint vs. imported wine, make English wine an appealing choice to retailers and shoppers looking to minimise their impact on the environment.
Consisting of a White Spritz and a Rosé Spritz at five per cent ABV, both SKUs are produced in Norfolk in Broadland’s sustainably powered BRC AA+ winery. The original branding and impactful packaging design have been created to bring something new to the mini wine fixture and make English wine more relevant to an area of the store that over indexes amongst younger consumers.
The Insubordinate is now being sold into both national and regional customers at a suggested retail price of £2.50 per 250ml can.
The brand will be supported by account specific activation, as well as social media, PR and sampling to raise awareness and drive trial.
“Awareness and appeal of English wine are increasing, but price and format are key barriers to recruiting new shoppers to grow the category," said Nicola Cannon, Broadland Drinks Head of Brands. "By offering this exciting new brand in a small format and at an accessible price point, we are not only introducing more consumers to home-grown wine but offering them a more sustainable option within minis.”
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