Product Launch - US: Winery Exchange's Acronym GR8 Red Wine

By | 2 October 2012

Click through to view Winery Exchanges Acronym GR8 Red Wine

Click through to view Winery Exchange's Acronym GR8 Red Wine

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Winery Exchange's Acronym GR8 Red Wine  

Category - Wine, red blend, mainly Pinot Noir and Syrah

Available - On shelves from early this month

Location - US, nation-wide, primarily at Kroger stores plus other retailers

Price - SRP US$9.99 to $14.99 per bottle

Winery Exchange has launched a wine to target millennial consumers' demand for red blended wine.

Acronym GR8 Red Wine is designed to “engage the millennial wine consumer in a unique way and dramatically stand out in the midst of some stiff competition on shelf,” Winery Exchange said. Red blends are the fastest-growing wine varietal in the US, the company said, citing Nielsen figures.

In July, Cecchetti Wine Company launched its red blend, Exitus, in the US.

Show the press release

Capitalizing on the growing Red Blend trend and millennial influences, Winery Exchange launches Acronym GR8 Red Wine. The red blend, dominated by Pinot Noir and Syrah, began shipping in September and will hit store shelves in early October. The wine will retail for $9.99- $14.99 and will be available primarily at Kroger stores as well as other retailers (sold in compliance with all federal and state laws).

"We set out to design a brand which would engage the millennial wine consumer in a unique way and dramatically stand out in the midst of some stiff competition on shelf," said Anne Gustafson, Director of Creative Services. "Acronyms are a huge part of this consumer's vocabulary, so the brand name instantly grabs their attention with its cerebral word-play and high contract label."

Brand developer Sara Perdigao was the visionary behind the innovative name and concept for the brand. "Acronym was inspired by modern technology and communication," said Perdigao. "The wine embraces 'digital efficiency' in the modern world while elevating the communication style that is evident in the everyday lexicon for millennials. This wine speaks to a generation that has come of age with technology." It invites consumers to delight in a little TLC or embrace the need for a little R&R offering a new discovery in the wine aisle that they are sure to enjoy.

Millennials now hold a significant portion of the buying power for beverage alcohol. According to The Nielsen Company, 65% of consumers age 26-34 are considered "core consumers," drinking wine daily or several times a week. Acronym associates with these millennial drinkers in their language and invites them to try the next Gr8 wine.

"We understand that younger wine drinkers are far less influenced by traditional wine brands and are constantly on the lookout for the next wine discovery," said Kathleen Burns, Brand Manager. "These consumers are less likely to gravitate to a wine their parents might have enjoyed and instead are enthusiastic about uncovering an original wine brand like Acronym." 

Dominated by millennial consumers, the domestic Red Bend category has grown substantially. In the last two years Red Blends have accounted for over 2.7 million cases, making it the fastest growing red wine varietal according to The Nielsen Company.  Acronym taps into this growing trend offering consumers a great wine at an affordable price.

Acronym Red Blend is dark ruby red with aromas of red berry fruit combined with hints of roasted coffee, soft vanilla and milk chocolate. The wine is made for good food, fun friends and is a perfect partner to sausage and cheese appetizers or anything on the grill.

Winery Exchange is the only full-service, private brand, beverage alcohol company that sources beer, wine and spirits. The company blends extensive industry expertise with cutting-edge business practices resulting in a dynamic, fast-growing company poised to take advantage of new trends in the beverage alcohol industry.

Original source: Company Release

Expert analysis

Wine - USA

Total wine sales in the USA slowed considerably in 2008 following six consecutive years of strong volume and value growth. Despite the economic slowdown wine volume sales still managed respectable annual gains of 1-2% in 2008, 2009 and 2010. However, wine total value sales plummeted in 2009 by almost 4%. Value sales declined further by almost 2% in 2010.

Sectors: Product launches, Wine

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