Castaway returns

03 September, 2014

Nineties favourite Castaway Spritz has returned to the UK thanks to International Wine Services.

The drink returns as an 8% abv fruit-flavoured, wine-based drink in a 75cl bottle.

IWS said it aimed to capitalise on growing consumer demand for lower abv flavoured drinks – flavoured beer sales grew 126% in the past year, flavoured ciders 69% and flavoured vodkas 12%.

Marketing manager Angela Ham said: “We’re right on the cusp of a fruit flavour surge in the wine sector. 

“Having injected growth into the beer and cider sectors, the fruit flavour trend is on the verge of doing the same for wine, creating the ideal opportunity for reintroducing Castaway Spritz into the market.

“We’ve done our very best to keep all of the things the original Castaway was loved for –the refreshing fruity taste and the brand’s light and vibrant personality – while evolving the product with a new 75cl bottle and 8% abv to best meet the needs of today’s consumers.”

The relaunch is being backed by trade and consumer support, including a new website, POS, promotions, sampling and social media.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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