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Written by Elinor Zuke
Tuesday, 09 April 2013 11:33
Percy Fox is gearing up to launch 50cl bottles of the best-selling varieties of Blossom Hill as it looks to broaden the brand’s appeal to convenience shoppers and those looking for a lower price point.

Diageo’s wine arm will release Blossom Hill Soft and Fruity Classics Red and Crisp and Fruity Classics White in a 50cl bottle (rsp £3.99) as well as White Zinfandel Rosé (rsp £4.99) in May. It is targeted at the mid-week occasion and Percy Fox recommends that retailers stock it alongside the 750ml standard bottle.

“If there’s one or two of you and a bottle is too much then this is more convenient as you’re not wasting anything or forcing yourself to drink excessively,” said Percy Fox managing director Simon Lawson.

“We’ve also got to recognise that there’s high inflation in wine right now, with the average bottle 6-7% more expensive at retail than last year, so we have to think carefully about retaining a level of accessibility for wine. At 50cl there is a price point advantage. People don’t want to necessarily fork out £6 or £7 but they might spend £4 or £5,” he added.

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