Rexam produces new slim wine cans aimed at women

Rexam Beverage Can has partnered with Accolade Wines to create cans for the launch of four new drinks from the Hardys, Banrock Station and Stone’s brands.

 

The new drinks, called ‘The Sparkling Collection’, will feature alongside Echo Falls Spritz in a can, which launched last year.

The 250ml slim cans, being produced at Rexam’s Gelsenkirchen plant, are targeted at existing wine drinkers as well as 25 to 35 year old females who are new to the wine market.

The range includes two Hardys Bellinis (in Strawberry and White Peach flavours) and Banrock Infusions, a blend of wine and summer berries. Stone’s Ginger Punch, a mixture of ginger wine and lemonade, is also available in a striking limited edition Union Jack can.

European marketing director for Accolade Wines Clare Griffiths said: “We are passionate about innovation, and with the launch of these new cans from some of our most recognisable brands, we are spearheading the creation of a new category which will open wine up to new consumers, with new occasions.

“As a company, Accolade Wines is a leader when it comes to consumer insight, which drives our innovation process. Our new cans, offer a level of convenience in the wine market that currently hasn’t existed in the wine category with trusted recognisable brands and we hope consumers, new and existing, will embrace the range as they have done with our top selling brands.”

 

‘New category’

Gary Aslam, European customer services, sales & marketing director at Rexam Beverage Can said: “It is great to see the expansion of the wine cocktail range – we have enjoyed working closely with Accolade Wines to bring these cans to market and to develop this new category together.

“Research from Mintel continues to highlight strong female interest in moving away from FABs to more grown-up RTS offerings and as such, Accolade Wines’ range of wine cocktails in cans open up the category to new consumers. And the convenience and portability of cans makes it possible for consumers to enjoy these great new products for a variety of drinking occasions.”

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