Flavoured wine trend gathers pace

Australian Vintage has become the latest producer to spot an opportunity for fruit-flavoured sparkling wine as it launches a new range called Summertime.

Described as a “crowd pleaser” and aimed primarily at the UK’s younger, female audience, the 8% abv drink comes in passion fruit, mixed berry or watermelon styles and is currently available exclusively through Asda with an RRP of £5.49.

Julian Dyer, general manager for the UK & Europe at Australian Vintage highlighted “a trend towards lighter styles without compromising on taste” as he introduced the new product.

“Summertime is the ideal beverage for those who enjoy the sweeter things in life and love having a good time, no matter what the occasion,” he commented. “It’s fun, easy to drink and perfect for sharing with friends. We are convinced that shoppers will love this drink”.

The move forms part of a wider product development trend by a number of major wine companies to offer fruit-flavoured options in a bid to appeal to a younger audience.

Earlier this year E&J Gallo launched Gallo Family Wines Spritz, featuring a Pinot Grigio-based passionfruit and pineapple option alongside a Grenache rosé flavoured with raspberry and lime.

Meanwhile French giant Castel noted opportunities in the sparkling and aperitif sectors as the motivation behind its new limoncello and cherry-flavoured Giola Spritz, which follows in the wake of the group’s Very Pamp grapefruit-flavoured rosé brand, now selling seven million bottles annually.

Australian Vintage itself has already launched another sparkling wine this year in the form of McGuigan Frizzante, a Semillon with an RRP of £7.99 that is designed to compete with the UK’s booming Prosecco category.