Casella Family Brands has launched a new wine collection called The Magic Box which aims to appeal to the highly sought-after millennial market.

While millennial shoppers may still be building their wine experience and knowledge, they account for almost one third of total wine spend, and that is growing in Australia.

The Magic Box Collection includes four wines featuring vibrant and colourful labels and names; PepperBox Shiraz, CedarBox Cabernet Sauvignon, ButterBox Chardonnay and BerriBox Rosé.

The collection sits in the $10-$15 price segment, which is the number one segment by value according to IRI (MAT to 1/7/18) and that is growing at three per cent, as shoppers are looking to premiumise from the more affordable segments.

Caroline Wood, Senior Brand Manager, Premium Wines at Casella Family Brands, said that The Magic Box Collection has been designed to appeal to millennials through the nostalgia of magical pop culture.

“Millennials are less influenced by the wine world of romantic vineyards and rolling hills and instead, are seeking out a more personality-driven experience. They are drawn to brands that simplify complicated wine terminology and give confidence to their purchases with bold designs and flavour-led labels that describe taste.”

The range is available now through Dan Murphy’s and BWS nationally, as well as selected independent retailers at RRP $14.99 each.


Deborah Jackson

Deb joined Intermedia in 2015 as Editor of National Liquor News and Deputy Editor of The Shout. Since then, she has also worked as the Editor of Beer & Brewer and the New Zealand title, World of Wine....

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