Netting young wine drinkers takes sweet turn

By Nicholas Robinson contact

- Last updated on GMT

Curious brew: Kingsland seeks younger drinkers with new ready-to-drink beverage
Curious brew: Kingsland seeks younger drinkers with new ready-to-drink beverage

Related tags: Alcoholic beverage

Childhood sweets have entered the wine suppliers' arsenal of tactics used to entice younger drinkers, following Kingsland Drinks reveal of its sweet-flavoured beverages at the London Wine Fair last week.

Rhubarb & custard and pear drop-flavoured beverages have been developed by Kingsland Drinks and will be marketed to a younger audience of drinkers as 'fun' alternatives to wine under the Mr Gladstone's Curious Emporium moniker, brand manager Hannah Kennedy told the Publican's Morning Advertiser​.

"We've been doing a lot of research and wanted something that was targeting a younger consumer – 21-plus," she said.

The 9% ABV drinks aren't wine, but a blend of 100% natural flavours and alcohol, said Kennedy.

Powerful tool

How Kingsland is attracting younger drinkers:

  • Evoking childhood memories
  • Making products fun
  • 100% natural flavours
  • Quirky bottle designs
  • Theatre and drama on the back bar

"This brand doesn't take itself too seriously and makes the idea of drinking wine a little cooler," she added.

"We're trying to take people back to their childhood and that's a really powerful tool for us, it's also a talking point."

The bottles have been designed with a 'craft' vibe as an additional way of attracting a younger audience, she said.

"We want it to be more of a craft thing because we need to break away from the pretentious wine feel.

"Beer bottles are so interesting, they're incredible and different, and we need to start doing that and start being creative like craft beer."

New drinks available in pubs

The new drinks, which haven't been launched yet, will be available to pubs as well as in the convenience sector, she said.

"The pub trade will be important for us and this brand will look great in pubs because it can help create theatre and drama around the back-bar area."

Meanwhile, Kingsland Drinks acquired Bottle Green wines in August last year for an undisclosed amount.

At the time, Manchester-based managing director Andy Sagar said: "As we continue our journey to become the destination drinks company, we are extremely proud to bring Bottle Green into the Kingsland family."

Related topics: Ready to Drink, Wine

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