Grapefruit roses : how cans can create mobility

Friday February 14 2014 by Vitisphere

As ever expanding, french sales of wine based flavoured drinks reached 25 million liters in 2013. This is eight times more than in 2011, which saw the emergence of the unescapable « Grapefruit rose ». Led by this beverage, the range has expanded to new offerings mixing fruit and wine as well as new formats.

Going beyond the 75cl bottle and the 3L Bag in Box, the range adopted the Pouch-up as well as Magnum sizes. Starting in March 2014, distribution channels will welcome a newcomer both in format and content.

Accustomed to the distribution of traditional wines, the negociant GRM* « dares can conditioning for Be Pink, the first Grapefruit Rose available only via 25cl cans ».

Thanks to its mobile format, a low alcohol content (8%) and an affordable selling price (1,49 euros per can, 5,90 euros for a pack of four), this products targets young consumers which are amenable to flavoured wines. Though one should notice that white and rose wines still dominate traditional aperitives  (click here to read the study conducted by Wine Intelligence for the Vinisud Fair).

For the Wine industry, an additional drawback is that this fad is limited to France. Founder of the Grands Chais de France, Joseph Helfrich told us that  « this product range does not exist internationally, it is exclusively french ».

 

* with a 31 millions euros turnover, the firm is based in Pineuilh (Gironde). Its name is based on the initials of its founders : Jacques Guiraud, Jean Raymond and Marcel Marbot.

[Source : Vitisphere ; Illustration : GRM]
 

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