By Andy Young
Australian Vintage Limited has launched a new range of YOU Wines, which are targeted at the Gen Y market.
Available nationwide through Dan Murphy's the range features four wines including Pinot Grigio, Chardonnay, Shiraz and Cabernet Sauvignon, and has a recommended retail price of $12.99.
Cameron Ferguson, general manager with Australian Vintage Limited said that the new wines came about after recognising a gap in the wine market.
"The launch of YOU Wines is a result of our deepening understanding of consumer behaviour and segmentation," Ferguson said.
"We’ve challenged our business to be responsive, listen to the needs of our retail partners and bring genuine innovation to the wine category. It’s fair to say that the wine category has to date failed to take advantage of its natural fit with Gen Y consumers, lagging behind the beer, cider and RTD categories. We recognised this market gap, and set about creating a brand from the bottom up that is backed by solid consumer research and insights."
AVL's marketing manager Scott Burton added: "The latest CAPR figures show that for drinkers aged 21 – 39 years less than 30 per cent choose wine. So in essence, more than 70 per cent of this generation have no relationship with wine whatsoever. That’s an opportunity missed.
"The wine industry has continued to engage Gen Y with the wrong emotional messages – squandering a commercial opportunity by not addressing the ways this generation is different. We believe that YOU Wines will have a real and meaningful relationship with this generation that has to date been absent from the category."
The launch will be supported by in-store, online, digital, social media and public relations campaigns, which will also feature an interactive personality quiz on www.youwines.com.au to discover "who are you?".