Is it a wine or is it a cider? New brand Carnaby Brown aims to bridge the two categories, plugging a gap in the market for a drink that has the refreshment and low ABV of ciders and perries, but with the sophisticated image of wine.
The new 5.5% ABV drink is made from perry blended with white and Muscat grapes and is badged as a “lightly sparkling fruit wine”.
It will initially come in two variants – white and rosé – in 75cl Bordeaux-style wine bottles and will target 20 to 30-year-old women who want a sociable drink they can share with friends.
“By talking to women all over the country we identified what they wanted,” said creator Aisling Young. “A drink that was fruity, refreshing and slightly sparkling with an ABV that offers the drinkability of premium cider with the sophistication and sociability of wine.”
A £500,000 investment in marketing the brand will include 10 brand ambassadors who will tour the country and implement bespoke in-outlet promotions and sampling events, and an online campaign via social media websites such as Facebook and Twitter, as well as a dedicated website.
Branded PoS and kits containing ice buckets, tent cards and posters will also be available to target on-trade venues such as high-street bars and food-led pubs.
The company recommends it is priced about 20% to 30% below the house wine and Young said she aims to reach sales of 150,000 nine-litre cases by the end of the year.
Future plans for the brand include a raft of new flavours and work around food and drink matching.
“Young women are a huge driver for growth, yet there was nothing out there that fulfilled what they really wanted,” said Young.