Broadland Wineries joins Les Grands Chais as UK distributors of Singlz PET wine glass

By Gemma McKenna

Published: 30 July, 2014

Broadland Wineries has signed a deal to produce single serve PET wine glass Singlz in the UK which it will fill with its own wines from its Norfolk base.

It joins Les Grands Chais de France as a licence holder to sell the wines in the UK. Under the agreement Broadland wil be able to produce New World and British wines under their own and private labels.

Mark Lansley, managing director of Broadland Wineries, told Harpers.co.uk that Singlz was a "niche product aimed at events and the travel industry". "It's good for picnics, trains and concerts," he added.

Simon Robertson, business development director for Inova International, the Spanish based firm which owns the European rights to Singlz, told Harpers.co.uk: "The UK is one of the most important markets in Europe and bottles most of the EU's demand for New World Wines. This agreement with Broadland Wineries gives Singlz concept access to both New World and British wines that are bottled at its filling centre in Norwich."

Robertson described the single serve concept as "one of the pioneering formats in the RTD wine category" which would be targeting convenience retail across the UK. He said the brand has "broad consumer appeal and an easy to use format".

Under the agreement, Broadland will have be able to use the Singlz format for the UK to market under their own brands with their own wines. It will also have the freedom to export Singlz worldwide excluding USA.

The first Broadland Singlz products are expected to launch on November 1, 2014. Earlier this year, Robertson told Harpers.co.uk the brand's rrp should be £2.20 to £2.25 for a 18.7cl serve.

Back in February, Inova signed a deal with French wine giant Les Grands Chais de France to fill its Singlz products and the company also has a licence to distribute the product in the UK. Prior to that point, Robertson said it was difficult to compete on price with other sigle serve PET bottles given the lack of a consistent supply contract.

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