Pink Port launched to mixed reaction - [www.harpers.co.uk]
Posted: Sun Feb 03, 2008 4:16 am
Harpers
Your wine and spirit weekly | Issue 6318 | February 1 2008 | £3.95 | http://www.harpers.co.uk
PORTUGAL
Pink Port launched to mixed reaction
The launch of a pink Port aimed at female drinkers has been met with a mixed response from the industry – with comments ranging from “brilliant” to “patronising”.
The Fladgate Partnership, which has produced a Pink Port for Marks & Spencer, has been praised for trying to innovate a rather staid category, but those who have tasted it have been rather uncomplimentary.
Simon Field MW, buyer at Berry Bros and Rudd, who tasted it said: “It didn’t do it for me. It was a bit confected. You need more colour and extract to balance the alcohol.”
Fladgate will spend £50,000 on launching its second pink Port–Croft Pink – in Tesco in March, and hopes to sell 25,000 cases in the UK in its first year.
This is part of a long-term attempt by Port houses to rid itself of its association with Christmas and deep discounting, although Croft Pink will launch with a cutprice offer of £7.99.
Adrian Bridge, MD of The Fladgate Partnership, defended the offer: “I think it would be virtually impossible to launch a new product in any category without a trial offer. There’s nothing wrong with a £7.99 price point – it’s away from the £5 battleground,” he said.
Sainsbury’s expressed concern that at 19.5% abv, it might be consumed “like any rosé”.
But Bridge countered: “It’s the same abv as a Late Bottled Vintage or Ruby but it’s half that of a bottle of vodka. It’s a Port and consumers have to understand that.”
Other Port houses and UK retailers said they currently have no plans to introduce a pink Port.
Your wine and spirit weekly | Issue 6318 | February 1 2008 | £3.95 | http://www.harpers.co.uk
PORTUGAL
Pink Port launched to mixed reaction
The launch of a pink Port aimed at female drinkers has been met with a mixed response from the industry – with comments ranging from “brilliant” to “patronising”.
The Fladgate Partnership, which has produced a Pink Port for Marks & Spencer, has been praised for trying to innovate a rather staid category, but those who have tasted it have been rather uncomplimentary.
Simon Field MW, buyer at Berry Bros and Rudd, who tasted it said: “It didn’t do it for me. It was a bit confected. You need more colour and extract to balance the alcohol.”
Fladgate will spend £50,000 on launching its second pink Port–Croft Pink – in Tesco in March, and hopes to sell 25,000 cases in the UK in its first year.
This is part of a long-term attempt by Port houses to rid itself of its association with Christmas and deep discounting, although Croft Pink will launch with a cutprice offer of £7.99.
Adrian Bridge, MD of The Fladgate Partnership, defended the offer: “I think it would be virtually impossible to launch a new product in any category without a trial offer. There’s nothing wrong with a £7.99 price point – it’s away from the £5 battleground,” he said.
Sainsbury’s expressed concern that at 19.5% abv, it might be consumed “like any rosé”.
But Bridge countered: “It’s the same abv as a Late Bottled Vintage or Ruby but it’s half that of a bottle of vodka. It’s a Port and consumers have to understand that.”
Other Port houses and UK retailers said they currently have no plans to introduce a pink Port.