Dragons’ Den wine serve reject gets full roll-out

09 July, 2010

M&S is rolling out the Le Froglet range of ready-to-drink wines to all 650 stores this week.

The move has been made in response to demand for the wines in the first 91 stores that stocked them.

The product is the brainchild of entrepreneur James Nash and comprises a plastic glass with a tear-off lid containing a 25cl measure of wine. The idea was rejected on TV’s Dragons’ Den.

“We thought it was a good idea and they’ve been very successful,” said Andrew Bird of M&S.

“If you’d done it in an 8-pack and put it in the dusty, dark, back of the store it wouldn’t have sold so well. We put it in an area of the store with high footfall and it suits the type of customer who is on the go.”?M&S is selling Le Froglet red, white and rosé wines for £2.75.




Bookmark this


Site Search

COMMENT

Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter