Off-Piste to expand Most Wanted's sparkling offer following a successful 2018

Off-Piste Wines has revealed plans to expand its Most Wanted Wines sparkling range in 2019, following “a great year” for the brand in the off-trade.

The Cheltenham-based producer plans to launch a Most Wanted Sparkling Pinot Grigio in 75cl bottles next year, with an exclusive listing in Co-op stores from February 2019. The newcomer is being introduced as a result of strong sales and listings this year for Off-Piste's single-serve cans of Most Wanted Pinot Grigio and Most Wanted Pink Pinot Grigio Fizz. It has also recently launched a premium Prosecco.

Off-Piste said it had recorded to strong volume sales across the full Most Wanted Wines portfolio in 2018 across the UK off-trade and export markets, bolstered by new listings in Tesco, Sainsbury’s, M&S, One Stop, Co-op and other convenience and wholesale customers.

In 2018 it also launched four new Most Wanted varietals: Chardonnay and Shiraz from South Australia, Zinfandel from California’s Lodi region and most recently Primitivo from Puglia, all of which are now available in the multiple off-trade.

Off-Piste said it also invested heavily in marketing activity for Most Wanted in 2018, with a focus on enhancing consumer brand awareness. Over the summer the company focused on outdoor events, including sponsorship of Classic Ibiza concerts in association with Ministry of Sound, the Lakefest music festival, Manchester ArtBattle and a summer-long residency at Shoreditch-based Urban Food Fest street food market. The season ended with two key consumer shows: Stylist Live and the BBC Good Food Show, showcasing the full range of wines and formats.

Brand manager, Rachel Archer, said: “Following the launch of the Most Wanted Fizz cans in 2017, we were keen to take the brand out on the road at different types of events. We knew that the cans were a great product for festivals and outdoor events but it has been invaluable to speak to consumers first hand and understand their thoughts about the cans and alternative packaging in general. Our presence at Stylist Live and the BBC Good Food Show has proved the perfect opportunity to be able to show the whole range under one roof.”

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