Ta_Ku has tapped into the sustained popularity of New Zealand sauvignon blanc wines with the launch of Ta_Ku Sauvignon Blanc Pink – just in time for the peak summer sales period.
Made with 94 per cent sauvignon blanc and six per cent pinot noir, the wine is promoted as tasting just like sauvignon blanc, but also offering a splash of colour to help it stand out on-shelf or in the fridge.
Accolade Wines Marketing Director Nika Malek says that with one in four of all bottled white wine sold in Australia being New Zealand sauvignon blanc, it is clear that the taste appeals to consumers.
“With the introduction of Ta_Ku Sauvignon Blanc Pink, we’ve tapped into the broad consumer appeal of New Zealand sauvignon blanc while also leveraging Ta_Ku’s strong brand credentials to offer something really unique,” she said. “We also think that the opportunity to explore a new product with friends will encourage purchase.”
Since Ta_Ku launched in 2009, it has become the fourth largest New Zealand brand by volume in the independent trade and Ta_Ku Sauvignon Blanc is the fourth largest New Zealand sauvignon blanc (by volume) where it is currently outperforming the market – growing at 8.3 per cent by volume MAT versus total NZ sauvignon blanc at 3.9 per cent volume growth (Aztec data MAT 18/9/16).
“We anticipate that Ta_Ku Sauvignon Blanc Pink will strongly appeal to existing sauvignon blanc drinkers,” Ms Malek said. “By offering the taste reassurance of a varietal they know and love, it will give them the confidence to try something new. Positioning it in the sauvignon blanc section in-store will also help consumers make the ‘varietal’ connection and encourage them to purchase.”
BrandHook consumer research conducted in July found that 78 per cent of respondents rated Ta_Ku Sauvignon Blanc Pink as attractive, and that 67 per cent would ‘definitely’ or ‘probably’ buy it. The results also showed that while the typical sauvignon blanc occasion was relaxed and low key, Ta_Ku Sauvignon Blanc Pink was more aligned to connection and special occasions, thus broadening its appeal.
In order to meet the needs of both the ‘buy-for-now’ and ‘buy-two-for-later’ shoppers, Accolade Wines recommends both shelf and fridge placement in-store.
The launch of Ta_Ku Sauvignon Blanc Pink will be supported by a digital, social and PR campaign to help drive awareness nationwide.