Australian Vintage Limited (AVL) is launching a new range of wines and the Off The Grid range will come in 500ml crown-sealed bottles.

Initially launched as a trial product, Off The Grid will come in two emerging varietals in Tempranillio and Montepulciano, dubbed ‘Temp’ and ‘Monte’.

AVL General Manager Australasia North America Cameron Ferguson said: “We’re having a bit of fun with the varietals as quite frankly consumers can’t pronounce them, and we see that as a barrier to trial. ‘Temp’ and ‘Monte’ are much more user friendly and engaging, and we think it will get the cut-through we are looking for with the consumer.

“With Off The Grid we’re changing the game, or at least having a good crack at interrupting the status quo. It’s about disruption, interruption and bringing something different to the table. There’s so much we can be doing to drive genuine interest in the category by pushing the boundaries a little, whether it be consumption occasion, pack format or varietal. And in doing so we can attract new consumers to the category.”

He added: “Much has been said of late over the ongoing and sustained erosion of the boundaries between categories. We’ve seen new products launched that cross multiple categories, and consumers are showing an increasing willingness to switch categories if another appears more dynamic. It’s about time wine got in on the act.”

Initially launched across 142 BWS stores in New South Wales and Victoria AVL has told TheShout that this very much a trial product at the moment and as such there is no plan in place for independent retailers at this stage.

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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