Accolade Wines to boost sales with boxed wine

24 Aug 2011

Accolade Wines has launched a raft of initiatives to boost sales and increase consumer awareness of the benefits of boxed wine.

Accolade Wines’ Bag in Box initiatives include:

Improved packaging design and communications on Accolade Wines’ full range of boxed wines (Accolade Wines has five of the top ten Bag in Box brandsi)
A new fridge box for Echo Falls
A trial of 2.25L wine boxes in Sainsbury’s stores nationwide

The main objective of the three initiatives is to revitalise the Bag in Box category. Accolade Wines’ consumer insight has uncovered that consumers are still largely unaware of the key benefits of Bag in Box wine in terms of keeping the wine inside fresh for up to six weeks and are confused about how much wine they hold.

Accolade Wines has taken this on board and undertaken a major redesign of all of its boxed wine offerings to improve communications on pack, to educate consumers with the benefits of Bag in Box and effectively utilise the additional space on a box versus a bottle. It will also improve standout on shelves. Accolade Wines’ Wine Nation Wine Nation is the largest and most comprehensive study of its type into the wine lives of UK consumers research indicates that freshness is key for consumers and therefore the message that boxed wine stays fresh for six weeks will be displayed prominently on the front and side of each box. The equivalent number of bottles contained in each box will also be clearly labelled across the packaging as it is an important message for consumers that highlights the value of the Bag in Box format.

The second initiative Accolade Wines will be introducing is a new style fridge box, as consumer research identified that having the ability to pour straight from the fridge is a key consumer benefit for the Bag in Box category. This format ensures a perfect serve of fresh, chilled wine on tap and directly links to the largest drinking occasion – everyday at home consumption. This change will roll out across the Echo Falls brand.

The final part of Accolade Wines’ strategic review of the Bag in Box category will be the trialling of a new size Bag in Box that will be available in Sainsbury’s stores from May. The 2.25L which holds the equivalent of three bottles of wine, is being introduced to help communicate the value message and make boxed wine more accessible and so attract new consumers to the category.

Neil Marolia, Brand Manager at Accolade Wines, comments: “With five boxed wine brands in the top ten, we recognise the importance of the Bag in Box category and are the only big player investing in this sector.

Accolade Wines is committed to adding value to the UK market and has a history of innovation in this space. This wholesale review of our approach to boxed wine and revitalisation plans will provide a huge boost to the Bag in Box category and drive sales.”

Source: Accolade Wines