Smaller formats on the rise for wine at Waitrose

Just as the pressure on vinous price points is expected to increase with the upcoming budget, UK supermarket Waitrose announces it is expanding the range of wines in 25cl and 50cl bottles by over 50%. The smaller formats have the advantage of meeting lower price points while catering for “responsible drinking habits of the future.”

In particular, the multiple retailer is rolling out the exclusive “Vin a Deux” branded 50cl bottles, a concept developed by marketing specialist Jonathan Cahill, and featured by the drinks business in April last year. These will replace existing half-bottles in the Waitrose wine range.
“Drinking ‘a deux’ will dispense with unfinished bottles of wine or ‘feeling the need’ to finish off a full bottle,” explains wine buyer, Nick Room. “This innovative size will put a stop to wine buffs drinking wine past its best – either cluttering up a kitchen work-top or lurking in the fridge door”.
The existing 25cl ‘solo glass’ branded bottles will increase in range.
The Vin a Deux range of 50cl wines, all closed under screwcap include:
• Ampelidae Chardonnay Vin a Deux 50cl £4.49
• White Burgundy Bouchard Aine et Fils Vin a Deux 50cl £4.99
• Chablis J Moreau Vin a Deux 50cl £6.99
• Louis Bernard Cotes Du Rhone Vin Deux 50cl £3.99
• Ampelidae Gamay ‘Vin a Deux’ 50cl £4.49
• Red Burgundy Bouchard Aine et Fils 50cl £4.99
• Fleurie Mommessin Vin a Deux 50cl £5.49
• Ampelidae Rose ‘Vin a Deux’ 50cl £4.49

Patrick Schmitt, 05/03/08