Gigglewater targets opportunities in canned sparkling wine
A drink described as a ‘lifestyle Prosecco’ brand and boasting the unusual name of ‘Gigglewater’, is on a mission to invigorate the UK’s thriving sparkling wine sector.
Gigglewater, whose name is inspired by the playful 1920s term for alcoholic beverage, offers a Prosecco DOC and a Frizzante Secco in bottle and 20cl can, as well as a range of 20cl canned flavoured sparkling wines. The company’s aim is to establish the brand in the Prosecco and canned Secco market, leaving the door open to source from different countries of origin.
Catherine Monahan, founder and chief executive of Gigglewater Wines, said: “With growth of sparkling wine continuing at around 23% we are really excited to be launching a new brand into this dynamic category. By initially leading with Prosecco, Frizzante and ‘Secco’ we retain the Italian link whilst allowing ourselves the flexibility to move away from Italy in the future and build a global brand. By taking advantage of changing technology, innovation, occasion-based drinking and worldwide Prosecco pricing fluctuations, we have created a range of modern wines for 2017 that are relevant to Millennials and female consumers.
“We believe that there needs to be more of a focus on wellness and balance in the alcoholic drinks industry and in people’s lives in general, so this is the core theme and foundation of the Gigglewater brand.”
The range comprises Gigglewater Prosecco DOC 75cl, made frm 100% Glera grapes (rrp £9.99); Gigglewater 20cl Frizzante Secco, made from 100% Glera grapes from the Marca Trevigiana region. It comes in a single serve 20cl can (rrp £1.99); Gigglewater Frizzante Secco 75cl (rrp £6.99 - £7.99); and a range of flavoured sparkling wines in 20cl cans in flavours of Strawberry & Rhubarb, Elderflower & Mint, Peach and also Pink Bubbles Rose (rrp £1.89).
The brand already has listings in the independent retail sector as well as wholesale and cash & carry.
The UK launch is being supported by a marketing campaign to drive awareness, including a collection of comedy videos written and acted by a female Bafta nominated comedian.
Monahan said: “We have a social mission at Gigglewater, which is to highlight the need for balance and wellness in people’s lives and to give back to the community. This will be seen in our marketing and we will be supporting a number of charities starting with the Cahaya Orphanage in Borobudar, Indonesia. Our mission is to build a bigger home for children orphaned during the volcanic eruption and the progress will be documented and displayed on our website.”