Blossom Hill Gin Fizz aims to shake up the wine category
Treasury Wine Estates is bidding to tap into the gin craze by launching Blossom Hill Gin Fizz into the UK market.
It comes in two flavours – Lemon & Rosemary, and Rhubarb – and consumers are encouraged to be pour it over ice and serve it with a garnish.
The launch follows hot on the heels of a new Echo Falls “rosé wine and gin fusion” drink from Accolade Wines.
Gin has reigned supreme as the star performer in the UK drinks market for several years and the category grew volume sales by 41% in 2018.
It has well and truly shaken off its “mother’s ruin” tag and won over legions of new fans with fantastic brands and dynamic innovation.
Now the wine industry is bidding to capitalise on this momentum and drive some of its biggest brands back into growth.
Retailers are advised to display the 8.5% abv Blossom Hill Gin Fizz drinks in the sparkling wine bay, and neck tags will highlight the serving suggestion.
Bo Jakubenko, global marketing manager at TWE, said: “We know that gin is booming and that people are looking for refreshment and convenience from their drinks purchases. With Blossom Hill’s Gin Fizz we have developed a product that responds to this need.
“The launch further underlines our determination to modernize the Blossom Hill brand and to help make the wider wine category more relevant.
“By focusing on what the consumer wants and making wine more accessible via a fun, approachable brand like Blossom Hill, we are helping to ensure future category growth.”
TWE pledged to dedicate a £1 million war chest to marketing the new Gin Fizz brand, while the launch will be supported by in-store activations. A Gin Fizz Botanical Bus will also visit “high footfall events” in the UK during the summer.
It has already secured listings at Asda, Morrisons, the Co-op and Nisa, while Booker and other wholesalers have also taken it on.
Blossom Hill Gin Fizz has an rrp of £9, which is £4 more than the entry-level Echo Falls rosé and gin drink that Accolade has launched.