Home' National Liquor News : NLN MAR 2018 Contents 30 | MARCH 2018 NATIONAL LIQUOR NEWS
same great taste
same eco-values are being highlighted that apply to cask wine. They are
environmentally friendly and this is often forgotten.
“To ensure our consumers still recognise the pack on shelf we continue
to use the key pack identifiers that were highlighted through research, the
colour of the pack, the image panel and the ribbon,” says Matt Taylor,
Yalumba Marketing Director. “Not only will they stay on pack, but
through the new, more contemporary look, they are now more obvious
and stand out straightaway on shelf.”
Yalumba has been a leader of the two litre space for more than 30
years, since in 1984 then Managing Director and Proprietor, Robert Hill-
Smith, saw an opportunity in the market and introduced the two litre
varietal cask to the Australian wine consumer. Upon launch the Yalumba
two litre cask sales surpassed the 12 month projections within the first
four months, making it a veritable success and a true disruption to the
Australian wine market.
“Yalumba has long been a leader in the convenience category,
maintaining significant market share for many years. Despite the
challenges faced by the broader cask category, Yalumba’s two litre
collection has shown resilience that is most heartening,” says Paul
Midolo, Director of Strategy and Trading at Samuel Smith & Son.
Another of Australia’s leading cask suppliers, De Bortoli, is also
backing the two litre cask segment having revamped the look of its
Premium Reserve range at the end of 2017.
A spokesperson from De Bortoli Wines said that the packaging revamp
was aimed to re-engage wine-savvy drinkers while also educating them
on the merits of cask wine.
“Trends are moving towards environmentally friendly packaging which
has a lower carbon footprint. Consumers today don’t just choose a wine
to drink, they are looking for brands and products that are sustainable.
“Another trend we’ve seen around the globe are wine bars serving cask
wine in carafes. It’s a great way to enjoy bag-in-box wine and we think it
will become more popular in Australia. This trend inspired us to revamp
our own two litre Premium Reserve bag-in-box with a contemporary
look and feel. We love the idea of seeing our two litre Premium Reserve
range in picnic baskets, as part of the trend towards al fresco dining or a
staple in the caravan for the family summer holiday.”
PREMIUM CASK WINE
UNDERSTANDING YOUR SHOPPER
Cask wine is an integral part of the Australian wine market with one in
every three glasses consumed coming from a cask. So the best way to
capitalise on the segment is to really understand the cask shopper and
what drives them.
Yalumba’s category research shows that 60 per cent of small cask
shoppers are young couples with young families or no kids, with 75 per
cent of those shoppers under 55 years of age. Whereas the demographic
of the larger four and five litre casks is predominantly shoppers over
55-years-old, 59 per cent of which have no children at home.
“Our advice to retailers is to call out food pairing inspirations and the
at home dining experience on shelf; our two litre collection provides the
shoppers with the single varietals they enjoy drinking in bottled wine,
in cask such as Pinot Grigio, Sauvignon Blanc and Shiraz. Make sure
their favourite white wines are available chilled in the fridge, and easily
accessible. Our research states that in most cases shoppers will want to
pour a glass as soon as they get home and start to prepare the evening
meal,” says Yalumba.
And these shopper definitions are echoed by both De Bortoli Wines
and Accolade Wines. Andrew Stark, General Manager Marketing and
Category, ANZP – Sydney at Accolade Wines says that cask shoppers are
very savvy and well researched so retailers should be sure to have key
brands featured in catalogues to drive foot traffic.
“Once in-store, we know that a shopper’s first decision relates
to brand, so brand blocking products is the most impactful way of
merchandising cask in-store. Finally, cask shoppers tell us that their
biggest bug bear when it comes to cask is lack of availability. Retailers
need to consider regular stock checks during busy periods to ensure that
shoppers can pick up their favourite brand.”
So with suppliers committed to backing the growth of the two litre
premium cask category and a growing interest from consumers, there is
no reason that this segment won’t continue with its upward momentum
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