Stowells wines relaunched
Stowells, the UK’s No.1 on trade wine brand and No.6 in the convenience sector, has launched a major revitalisation plan for 2011. Constellation’s £500,000 investment in the brand is intended to make Stowells work harder for its trade partners with activity including an overhaul of the brand’s design.
Stowells, the UK’s No.1 on trade wine brand and No.6 in the convenience sector, has launched a major revitalisation plan for 2011. Constellation’s £500,000 investment in the brand is intended to make Stowells work harder for its trade partners with activity including an overhaul of the brand’s design.
The major rejuvenation of Stowells involves a new positioning for the brand, which will see Stowells tap into its wine merchant heritage to strengthen its’ appeal amongst pub consumers. The brand’s research found that consumers are particularly motivated by Stowells’ 133 year wine merchant history, which inspires trust in the quality and taste of Stowells’ wine portfolio.
The new look boasts a bold and distinctive design with a quality feel, giving it stand-out and greater consumer recall. The heritage and expertise is clearly conveyed through classic black, cream and gold colours and with ‘Wine Merchants Established in 1878’ clearly displayed on the front label.
Stowells plans to support the convenience and independent retailers by driving their wine sales through the bold and impactful new look. Support includes depot activity in C&C, which is the first opportunity to introduce them to the new branding and will demonstrate the impact it can have when merchandised in a retail environment. Launch activity across June will be supported with strong promotional opportunities and POS support kits.
Clare Griffiths, Vice President of European Marketing for Constellation Wines, says “2011 is set to be a big year for Stowells, which is a well loved and cherished brand. We felt that it was important to inject some new life into Stowells that will bring incremental sales growth and profitability to retailers. We also want to support our convenience and independent retailers in driving their wine sales through our bold and impactful new look Stowells.”
Source: Stowells
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