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Winery Exchange to introduce wine-based RTDs in UK off-trade

DBR Staff Writer Published 23 May 2013

Winery Exchange, a California-based company with regional sales offices in the US, the UK, New Zealand and Spain, is set to introduce wine-based ready-to-drinks (RTDs), The Pomus, in the UK off-trade.

The range of RTDs include peach, grapefruit, watermelon and pomegranate flavor.

All the drinks are a blend of wine, natural flavors and carbonated water, and come in 250ml and 750ml glass bottles, reported off licence news.

With the RTDs, the company is targeting multiple and convenience channels where consumers will be lured with its distinctive packaging.

Winery Exchange customer service manager Sandrine Perry was quoted by the website as saying that they are trying to offer the consumer something that excites them and to do that you need to be innovative.

"This is not a wine, beer or cider - it's something new and different, it's an alternative," Perry added.

"It's great for people who don't like wine yet and also great for people who like wine but don't want to drink something with 12-13% abv on a Sunday afternoon.

"The tax break you get at 5.5% abv also makes the price an incentive."

The 250ml bottles of RTDs will retail for around £1.79 or £1.49, whereas the 750ml bottles will retail at around £3.50.