Castaway makes a comeback
The fruit-flavoured sparkling wine has been revived by International Wine Services (IWS), which said demand for fruit-flavoured drinks “continues to soar”.
“We’re right on the cusp of a fruit-flavour surge in the wine sector,” said marketing manager Angela Ham.
“Having injected growth in the beer and cider sectors, the fruit-flavoured trend is on the verge doing the same for wine, creating the ideal opportunity for reintroducing Castaway Spritz into the market.”
The 8% ABV Castaway comes in 750ml bottles and is a blend of “lightly sparkling wine and natural fruit flavours.”
It is aimed at younger drinkers who, the company says, are looking for easy drinking wines as an alternative to cider, as well as existing wine drinkers who are after something lower in alcohol.
PoS kits will be distributed to promote the relaunch, alongside sampling campaigns, promotions and activity on social media. “We’ve done our very best to keep all of the things the original Castaway was loved for, including the refreshing fruity taste and the brand’s light and vibrant personality,” Ham added.
Flavoured products are driving growth in several categories, the company’s figures show. Flavoured beer is up 126% in value year on year, flavoured cider up by 69% during the same period and flavoured vodkas are up 12% (Nielsen BWS Key Trends report April 2014).
