By James Atkinson

Accolade Wines has launched a new packaging format designed to hold 1.5 litres of vintage and varietally declared bottle quality wines from Australia and New Zealand’s premier wine regions.

The Magnum packs will sit alongside the brands’ glass equivalent on retail shelves and in the fridge – a first for the Australian market.

Accolade Wines general manager Asia Pacific, Michael East, said Magnum’s release followed two years of consumer and market research by Accolade Wines.

“The proportion of people drinking wine at home has increased over the years, with just under half of Australian wine drinkers choosing to enjoy their favourite wine in the comfort of their own homes.

“The new format builds on consumer trends of convenience, flexibility and ease of use, to build a bridge between consumers who regularly consumed wine but often wanted a just single glass.

“Through Magnum we aim to provide consumers with the opportunity to enjoy great value, popular premium wines in an alternate format, for those times when you just want one glass,” East said.

Magnum is being introduced across a range of brands including Hardys, Houghton, South Island, Goundrey, Ta_Ku, Brookland Valley, Waipara Hills, Cat Amongst the Pigeons and Monkey Bay.

“Magnum will deliver everything consumers expect from their bottled equivalent – vintage and varietal specific wines from premier wine growing regions such as Sauvignon Blanc from Marlborough and Shiraz from McLaren Vale and the Barossa,” East said.

Accolade said the launch of Magnum coincides with the celebration of 50 years since the patenting of casks in Australia and marks the next evolution of the convenient, easy to use product.

Magnum is available nationally through Woolworths, Bottlemart/SipnSave and selected state-based banner groups.

The range includes:
Brookland Valley Verse 1 Semillon Sauvignon Blanc 2014 (Margaret River) RRP: $24.99
Brookland Valley Verse 1 Cabernet Merlot 2012 (Margaret River) RRP: $24.99
Cat Amongst the Pigeons Shiraz 2013 (Barossa) RRP: $29.99
Goundrey Homestead unwooded Chardonnay 2014 (Western Australia) RRP: $24.99
Hardy's The Chronicles The Gamble Chardonnay 2014 (Limestone Coast) RRP: $24.99
Hardy's The Chronicles Butcher's Gold Shiraz 2012 (McLaren Vale) RRP: $24.99
Houghton White Classic 2014 (Western Australia) RRP: $20.99
Houghton Red Classic 2013 (Western Australia) RRP: $20.99
Riddoch Coonawarra Cabernet Sauvignon 2012 (Coonawarra) RRP: $29.99
Monkey Bay Sauvignon Blanc 2014 (Marlborough) RRP: $24.99
South Island Sauvignon Blanc 2014 (Marlborough) RRP: $29.99
Ta_Ku Sauvignon Blanc 2014 (Marlborough) RRP: $23.99
Waipara Hills Sauvignon Blanc 2014 (Marlborough) RRP: $27.99

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

Join the Conversation

1 Comment

  1. Pingback: URL
Leave a comment

Your email address will not be published. Required fields are marked *