Off-Piste low-alcohol range listed in Sainsbury's

By Jo Gilbert

Published: 23 June, 2016

A new range of lightly sparkling drinks aimed at women has found its first listing in Sainsbury's.

As of this month, the supermarket retailer will be listing the two current editions of Makers & Co 4% drinks with an RRP of £5.50 per 75cl bottle.

Lime, Mint & Hibiscus is now in Sainsbury's main stores as well as selected Sainsbury's Local stores.

Cranberry, Rose Petal & Hibiscus is in Sainsbury's main stores.

The drinks makers are going after a bigger share the sparkling category which has enjoyed success with lighter, flavoured beverages aimed at summer drinkers.

Competitors are Gallo's successful Echo Falls Fruit Fusion range.

Rachel Archer, new product development manager at Off-Piste who helped exhibit the range at the London Wine Fair last month, said: "We didn't want to just make another flavoured wine. This is the kind of drink you could drink at a barbecue or on a summer's evening. Flavoured ciders and beers have occupied that space recently so we're trying to get back that market share."

The drinks have been created to provide an upmarket range of wine-based fruit-flavoured drinks to rival flavoured ciders and the successful Echo Fall's Fruit Fusion range.

Off-Piste focused on creating a non-intimidating design in order to attract wine newcomers and to predominantly target the 18-25 female market.

"This could be the first stop into wine for some people," Archer added. "There are various levels of wine but also different levels of consumer - that's what the wine industry has forgotten."

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