Arniston Bay wines will see a major change in 2009, with a shift to a modern, contemporary style through the introduction of new varietals, a new screw cap and an evolving label design/packaging to reflect a more premium position for the brand.
The new vintages will be available from March and the brand believes its improved blends are sure to drive consumer demand and trial. Findlater Wine and Spirit group is also moving from the Arniston Bay Ruby Cabernet varietal and introducing an Arniston Bay Cabernet Merlot, the preferred varietal quoted by seven out of 10 wine drinkers.
New screw cap packaging replaces the existing flange packaging as research shows that consumers prefer them for a variety of reasons, including convenience, freshness, resealability, and because they eliminate the problems of cork taint and oxidation which has become an issue for the industry in recent years.
In addition to its improved bottle packaging the Arniston Bay outer cases now come in a perforated format which is easily converted into cut case displays, making it ideal for promotions at any time.
This March will also see the roll-out of a strong on pack consumer offer with Arniston Bay. The brand claims this promotion will present strong shelf standout, a unique offer to encourage the consumer to try the wines and is destined to increase sales.