Blossom Hill Gin Fizz extends into RTD can format

Treasury Wine Estate (TWE) is expanding its Blossom Hill Gin Fizz range by introducing an RTD can format to the UK market.

Blossom Hill Gin Fizz was first launched into the UK last summer and it achieved more than £2.5 million in value sales in its first nine months of trading, according to TWE.

The drink is a sparkling blend of wine, botanically-infused water and a dash of gin. It was launched with two variants: Lemon & Rosemary; and Rhubarb, each at 8.5% abv.

Ben Blake, head of marketing for Europe at Treasury Wine Estates, said: “The Gin Fizz concept was originally created as a response to the increasing consumer demand for new and exciting products in the wine space.

“The wine cans market has increased in value sales by £1.8m, growing at 132% for 20cl cans, and with the combination of the rise in ‘on-the-go’ formats in the drinks industry and Gin Fizz being synonymous with social occasions, it only seemed a natural fit to launch an RTD format.

“The new can means we can reach new consumers who don’t necessarily shop down in the wine aisle and we hope this will help to drive trial of the larger 75cl format.

“Blossom Hill Gin Fizz is easily enjoyed by simply pouring over ice and embellishing with a fresh garnish. A can format means people can even more easily enjoy the serve on-the-go. Making the product more accessible to consumers means we can continue to drive growth in the wine category through innovative, fun and accessible concepts.”

The 20cl can format will be available in two of the brands signature flavours, Lemon & Rosemary, and Rhubarb at 8.5% ABV. The cans will be available in Tesco from March, priced at £2.50 each.

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