Fruity trend sees Castaway return to UK

In response to rising consumer demand in the UK for fruit flavoured wines and reduced alcohol beverage options, International Wine Services (IWS) is to revive the Castaway Spritz brand of lightly sparkling wine blended with natural fruit flavours, which initially found favour with consumers during the 1990s.

Relaunching Castaway in a 75cl glass format at 8% abv, IWS is targeting drinkers seeking an alternative to beer and cider, or wine lovers looking for a lower strength alternative.

The Castaway packaging has been given a makeover to update its looks, and the brand’s relaunch is being backed with significant trade and consumer support, including a new website www.castawayspritz.com, new point-of-sale items, promotions, sampling events, and social media activity.

IWS marketing manager Angela Ham says: “We’re right on the cusp of a fruit flavour surge in the wine sector. Having injected growth into the beer and cider sectors, the fruit flavour trend is on the verge of doing the same for wine, creating the ideal opportunity for reintroducing Castaway Spritz into the market.”

According to Wine Intelligence, Vinitrac UK 2013, flavoured products are already driving value growth in many BWS categories, including beer (+126% MAT yoy), cider (+69% MAT yoy) and vodka (+12% MAT yoy), while Nielsen BWS Key Trends April 2014 predicts wine will follow the same path.

Says Ham: “We’ve done our very best to keep all of the things the original Castaway was loved for – the refreshing fruity taste and the brand’s light and vibrant personality – while evolving the product with a new 75cl bottle format and 8% abv to best meet the needs of today’s consumers and shoppers.”

IWS is part of the C&C Group, which also manufactures and distributes various cider brands including Magners, Gaymers and Bulmers.

16 September 2014 - David Longfield