The brand recorded an impressive volume growth of 24% across all markets for the 12 months to May this year, despite fiercely competitive trading conditions that have seen many other producers struggle to survive.
Two Oceans’ easy-to-carry pack that holds six 250ml screwcap bottles will be piloted from September in selected Pick ‘n Pay supermarkets in Gauteng South, according to brand development manager Carlyn Lyons. She says the intention is to make wine more accessible, encourage consumers to see it in a new context, prompting them to make it a beverage that becomes a regular part of their everyday lives.
The pilot six-pack is being confined to the 2006 Two Oceans Sauvignon blanc. Sauvignon blanc is currently South Africa’s most popular varietal wine, enjoyed for its refreshing qualities well-suited to the South African climate and outdoor lifestyle.
While a novelty on the local market, multiple wine packs have fast caught on in markets such as the UK and the US, with consumers drawn to their convenience and versatility. “Wine presented this way immediately becomes more accessible because of the ready association with other beverages offered in a similar format, and this is an important feature when appealing to newcomers to wine,” says Lyons.
She adds that the flexibility and size of the individual bottles allows winelovers to have a single serving of wine without having to open a 750ml bottle. “If you are on your own and you open a bottle tonight, you can enjoy the second glass tomorrow. The screwcap makes it easy to reseal the wine for another occasion. And if you are amongst other adults but the only one drinking wine, the small size is a convenient option.
The pack fits easily into any domestic fridge, is also very portable and eliminates the need to bring along a cork screw if you are enjoying the wine away from home.”
It is expected to retail for around R55.
As wine increasingly becomes a part of UK and US lifestyle, producers are packaging wine in a variety of formats to promote accessibility. These include 3-litre bag-in-boxes, which are the fastest-growing packs for wine sold in the US and also the most popular in Scandinavia. Other options being explored by wineries in some parts of the world include Tetrapak cartons and wine in a can.
Two Oceans is sold internationally in 750ml and 1,5ml litre bottles and 3-litre bag-in-boxes. Amongst Two Oceans’ biggest export markets are Canada, the UK, Sweden, Denmark and Ireland.