GERMANY: Racke to launch wine RTD
The brand, called Carma, will initially be available only in the gas station convenience sector - where 60% of RTDs are sold in Germany - through the distribution company Lekerland.
But after a three-month trial it is expected the brand will be launched nationwide, backed by a six-figure advertising spend, including print and cinema campaigns in the summer.
Carma, a lemon and wine flavoured blend at 5% ABV, will be available at €1.99 a bottle and will be available in red and white varieties.
Speaking to just drinks Marian Kopp, president of Racke International, said that Carma was an introductory brand and an attempt to draw new consumers to the wine category. "The problem is how can we get people of 18 years of age drinking wine?"
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