The rationale: The NZ category continues to grow, quality is a category norm, so consumers are seeking brands that reflect their lifestyle. And NZ is more than SAB (39% growth) Pinot Gris is at 118% growth and Pinot Noir at 53% growth.
2009 TA_KU Sauvignon Blanc, Marlborough, NZ – early October 2009
2009 TA_KU Pinot Gris, New Zealand – early December 2009
- This is a General Trade and On Premise exclusive and RRP will be $15.99
- The NZ category still the fastest growing segment in bottled wine in Australia
- Consumers of NZ SAB seek brands that are modern, contemporary and underpinned by authentic NZ values – Ta_ku is simplistic but modern with authentic NZ values
- With Ta_ku, we are targeting engaged regulars, upscale enthusiasts and newbies
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Other competitor NZ brands tend to be named after places or regions (Oyster Bay, Monkey Bay, Wither Hills, Mount Riley, Stoneleigh) or people (Montana, Selaks, Kim Crawford, Villa Maria, Giesen). Only Secret Stone and Overstone are are ‘iconography/cultural/kiwiana’.
For more information and support material see your Constellation Wines Account Executive or call 131 492