La Copita
As with many other categories, the emergence of "Pret a Manger" and "Pret a Boire" for food and drink has been a positive drive to keep volumes in an upward trend even when the sector as a whole is under considerable pressure. RTD opens up new opportunities for retailers, caters for today's busy lifestyles and specifically within the wine sector, starts to address growing "Wine in Moderation" concerns by adding smaller formats to the retailers assortment.
Price has played a major part in promoting the new RTD products, its the cost of a glass rather than a bottle for a start. The general growth trend for brands like "La Copita" and "Vino Solo" offer increasing price point opportunities for different wine types and qualities. The retailer can choose its own wine quality requirement and therefore set the price to meet the demands of its consumer type .
The flexibility in the concepts and their recyclability, means that even premium organic wines can be used in these formats. The consumer already pays up to €5.00 per glass, on a plane for example, but prices in store generally start from around €1.60 for a Denominacion de Origen quality Spanish wine.
These simple but effective products are neat compact and critically, now are produced with some pretty decent wine. Much has been said of some of the early products "vinegar" like qualities, but the new generations of PET brands and brand owners have done their homework and know what the consumer is looking for in terms of quality price.
"Vino Solo" is a clever little 187ml PET bottle and glass integrated into the screw cap. Whereas "La Copita", Spanish for Little Glass, is a sealed peal off lid idea that fits perfectly into a handbag or briefcase for those spur of the moment opportunities to enjoy a glass on the go. These products are different and appeal to different consumer groups.
Its still early days for this fledgling category and there is still some scepticism out there as some consumer do not see PET as premium enough to contain wine. This will change over time as the new multi layer technology for PET means the wines stays fresh for up to 12 months. The retailer sees it in a different way as these new RTD's are a perfect addition to the range as they do not cannibalise existing wine sales as there is a completely different reason for the consumer to buy.
Wine consumption is set to grow in the new "Pret a Boire" wine category and retailers need to adapt to the changes demands and needs of the consumer by developing innovation and diversity within the wine category.
Providing the consumer with what they want is one thing, however the quality must match the offer. Each retailer and consumer has unique requirements and for the first time, there are products within the wine category. La Copita and Vino Solo that can deliver to those individual needs to meet the demands of busy people, on the go, that would like to enjoy a glass of wine, instead of having to open a whole bottle.
# # #
We are the market leader in the wine convenience FMCG category in the EU. Our brands include La Copita and Vino Solo. We supply a number of EU countries and supermarket chains. We are based in Spain, but have access to all Old and New World wine types.
Photo:
http://www.prlog.org/
