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March 30, 2022

The Wine Group’s Lemonade Stand at Main & Vine 6.5% wine – Product Launch

Wine + lemonade = New consumers?

By Conor Reynolds

  • Category – Wine & lemonade, 6.5% abv
  • Available – From this week
  • Location – The US, available nationwide in the off-premise channel
  • Price – SRP of US$6.99 per 75cl bottle, $11.99 per 1.5-litre bottle

California-based The Wine Group has debuted the two-strong Lemonade Stand at Main & Vine wine & lemonade hybrid in its home market.

The range, which goes on sale in 75cl bottles and has an abv of 6.5%, comprises Strawberry Lemonade Rosé and Lemonade Moscato. The Wine Group hopes the concept will broaden the wine market and bring in new consumers.

“We are strategically focused on building new brands and launching innovative products that connect with all types of alcohol beverage consumers,” said CMO Jeff Dubiel. “Sweet and flavoured wines have been effective at bringing new consumers into the wine category, and we’re particularly excited about our potential as a first-mover in the lemonade space in wine.”

Last year, the privately-owned company acquired a holding in the owner of the Rancho La Gloria premix wine cocktail brand, MPL Brands. The minority stake also came with sales and production responsibilities for The Wine Group.

Minimum Unit Pricing and its effect on wine – An Irish case study – Click here for a Just Drinks comment

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