Broadland delivers wine with botanical twist

By Andrew Catchpole

Published: 28 May, 2019

Broadland Wineries unveiled the latest innovation to its portfolio at London Wine Fair (LWF) with the launch of new Three Mills products blurring the boundaries between wine, botanical mixer and long fruit fusion drink.

Based on feedback from research on under-capitalised potential wine-based drinking occasions and consumer focus groups, the company has developed two new lines blending British wine with fruits and botanicals, with a Juniper, cucumber & lime, plus a strawberry & elderflower variant, both in pouch, appearing on the shelves of Asda from the end of May.

The idea behind the latest launch, which follows the success of Broadlands Minivino single serve cups and cans, is to tap into differing drinking occasion while blurring the boundaries between wine and rival drinks.

“The opportunity with botanicals is about different ways to drink wine - you can have it in a standard wine glass, as a long drink, as a mixer, or have it mixed with gin,” said Liz Cobbold, marketing director at Broadland.

“We keep hearing that wine isn’t competing with drinks like gin because it doesn’t look as interesting, because you can’t mix it, or it’s not as portable, but this taps into those opportunities and creates new occasions for drinking wine.”

Broadland’s chief executive Mark Lansley added: “Looking at the brands we have and looking at our brand development pipeline plus the new consumer research we’d been doing, pulling the pieces together we had - consumer insights, production technology, talking to retailers – we saw a lot of opportunities.”

A driver behind the new products was research-based findings that identified consumers as “looking for refreshment”, rather than specifically shopping the wine aisle per se, with other categories – such as cider, gin, craft beer – often grabbing customer attention and spend with a more accessible, innovative and engaging offer.

Broadland, which has evolved from a contract packager to a multifaceted company offering private-label and now its own brands, also introduced a new Proudly Vegan Prosecco at LWF, while promising further innovation and NPD that is in the pipeline.

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