UK: Constellation expands Kumala with box format

By just-drinks.com editorial team | 27 March 2009

Constellation Europe is expanding its South African Kumala Cape Classics wine range with the launch of a three-litre 'bag-in-box' for the UK market.

The Cape Classics box is currently available in red and white, with the latter designed to fit in the fridge door, the company said today (27 March).

Constellation said it is hoping that 'Routiners' - established, regular wine drinkers - who have an 87% higher average spend on wine per year, will drive sales of its new bag-in-box.

"Routiners are willing to invest more money in wine boxes and they are looking for a quality brand that they can trust," said Clare Griffiths, VP of European consumer marketing for Constellation Europe. "By targeting Routiners in this way, the Cape Classics 3L bag-in-box offers a real opportunity for retailers to drive sales and ultimately increase their profits."

Containing the equivalent of four 75cl bottles, the Kumala Cape Classics 3L bag-in-box has a price point of GBP15.49 (US$22.22).

Sectors: Wine

Companies: Constellation