By Amy Looker, editor National Liquor News
Accolade Wines will make retailer differentiation across its portfolio a key priority for 2015 in a bid to grow its off-premise business.
In an interview with National Liquor News, general manager of the Asia Pacific region, Michael East, said that the off-premise trade had been very clear in its need for access to unique brands and activations, with the wine company intending to further meet this trend over the next 12 months.
“We will see the growth of branded exclusives as retailers differentiate through range, while exclusive activations will continue to be seen universally as a key point of difference. We are fully aware of our customer needs for differentiation and we will be working with them to develop solutions that meet their specific needs,” said East.
He also tipped that the trend towards premiumisation would continue in 2015, with Accolade well placed to cater for it.
“From a category perspective, we are expecting continued growth in premium, with Shiraz and Sauvignon Blanc leading the way. We see the recent launch of our new Magnum premium range as another key enabler to shift into new causal and at home occasions driving incremental growth in the commercial and premium wine sectors.”
Read the full interview in the upcoming Leaders' Forum edition of National Liquor News.