Accolade Wines taps into boxed wine growth

The brand consists of three varietals – Sauvignon Blanc, Rosato and Malbec – in 1.5-litre fried-friendly packs, equivalent to 2x750ml bottles, retailing at £16 each.

The packaging means the wine can stay fresh for up to six weeks after opening, “ideal for consumers with a focus on moderation and portion-control”.

The company said Vino Società is carbon neutral and uses 80% lighter packaging versus two average industry glass bottles.

Wine on tap formats are showing double-digit growth, said Accolade Wines, fuelled by more at-home drinking occasions due to Covid-19 and product innovations, and now accounts for 5.2% of the light wine category.

Tom Smith, marketing director for Europe at Accolade Wines, said: “Under 35s currently under index on boxed wine spend, but as a demographic who value stylish products, which are less damaging to the environment, Vino Società addresses these needs and is the perfect opportunity to ‘premiumise’ the category.

“Our consumer testing showed that over half of respondents would purchase Vino Società in addition to the alcohol they already buy, whilst Vino Società has the highest purchase intent amongst 20- to 34-year-olds.”