Corné Oosthuizen, brand & business development manager at 'the company of wine people' explains, "While most box wines in South Africa are 3-litres in size, we believe that our 2-litre option answers a gap in the market for easier portability and greater convenience. As our box wines are filled with the same wine available in glass bottles, which have been recognised with top honours in the 2012 Best Value Guide, our consumers won't have to sacrifice quality for price."
In line with the recent launch of new packaging across the entire range, the box wines feature packaging with a bright colour palette, straight-forward taste descriptors and prominent positioning of the iconic diamond to achieve a presence on shelf.
In South Africa, the launch of the box wines will be promoted with a value-add offer of 2-litres for the price of 1.5-litres. Additional support will be delivered with a focused publicity campaign that will leverage its presence across social media.
