CWF spices up its 2011 mulled wine range
In time for the peak autumn and festive season, CWF is introducing fresh, new packaging for its Winter Warmer and Harvest Fruits Mulled Wine brands, helping retailers and wholesalers to maximise the profit potential offered by Mulled products during the approaching key sales period.
In time for the peak autumn and festive season, CWF is introducing fresh, new packaging for its Winter Warmer and Harvest Fruits Mulled Wine brands, helping retailers and wholesalers to maximise the profit potential offered by Mulled products during the approaching key sales period.
Mulled Wine retains a strong and growing presence within the UK drinks market, and is particularly popular not just at Christmas but from Halloween and Bonfire Night onwards. CWF offer two brand options of Mulled Wine to provide retailers and consumers with scope for choice. In 2010, Winter Warmer and Harvest Fruits extended their distribution base amongst retailers and as a result sales grew by a very impressive 52.2% on a year on year basis. Exciting 2011 plans are to continue with this growth path.
To cement its position as a driving force within its category, Winter Warmer’s packaging has been given a premium look upgrade with a new metallic label featuring warm, modern and evocative colours. Consumer research resulted in unanimous approval rates (100% positive feedback) for the new look and confirmation that the upgraded packaging look sits above that of its competitive set. The Winter Warmer brand, which has an ABV of 10% and a typical RSP of £3.99 per 75cl bottle, has a strong reputation for its quality and appeal within a category that is filled with weak tertiary options and continues to blend the finest ingredients to provide a character of subtle cinnamon, clove spices and zesty citrus fruits. .
Harvest Fruits Mulled Wine forms part of a wider extended range of traditional fruit wines and speciality drinks on offer. As such the brand features a more traditional style of packaging and these values, cues and heritage are communicated across the pack. Harvest Fruits Mulled Wine comes from an original recipe inspired by classis winter fruits, which is blended with the finest ingredients to provide a mouth-watering flavour with warming, spicy notes. It features a slightly lower 8% ABV and is available in a smaller 70cl bottle size to the Winter Warmer brand. Harvest Fruits is therefore perfect for customers looking for a slightly keener RSP, which is typically £3.49 per bottle.
Source: CWF
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