Introducing distinctive, beautifully wrapped wines.
In a New Zealand wine category worth $810M, the $15-$20 wine segment has experienced the largest actual dollar growth over the last MAT, adding a significant $12.8M to the total category (Aztec Scan Data, TKA, MAT ending 10/07/16). However it’s still an underdeveloped segment and presents one of the biggest opportunities to increase total basket value in the New Zealand grocery wine category.
There are three major global macro trends at play across a number of categories at present. Authenticity and the need for products and brands that have a hand-made and boutique batch feel to them; Indulgence & pleasure and the need for sensorial pleasure from that is as much visual as it is taste; and lastly individuality and the need for tailored targeting. By honing in on these three distinct global trends, Constellation Brands has developed a distinctive and unique wine brand that will stand out in the largely traditional wine category and help to drive value into the $15-$20 wine segment through trading consumers up through a clear point of difference.
Crafters Union wines is true category disruptor. Distinctive, beautifully wrapped wines that are as visually appealing as the way they taste. The captivating and unique packaging tells a story and stimulates conversation. Every wine has a story. Every wine is a story. It brings people together.
Launching in New Zealand and Australia in September 2016 with six varietals that have been carefully selected based on key growth varietals in the $15-$20 wine segment that are tailored specifically to the different target consumers based on insights within each varietal.
Varietals & Pricing
- Sauvignon Blanc (Marlborough, New Zealand): RRP $16.99
- Rosé (Hawke’s Bay, New Zealand): RRP $16.99
- Pinot Gris (Hawke’s Bay, New Zealand): RRP $16.99
- Custom Red (Hawke’s Bay, New Zealand): RRP $16.99
- Shiraz (McLaren Vale Australia): RRP $16.99
- Pinot Noir (Central Otago, New Zealand): RRP $19.99
Sales and Marketing Director Rob Sinclair believes it’s a game changer for the category. He says: “We’ve developed this exciting transformational wine packaging to the highest quality, ready to hit the shelves of our retail partners in time for the peak wine consumption period leading into summer and Christmas.”
We are Crafters Union. Crafters of the Uncommon. Follow us on Instagram @CraftersUnionWines #WeAreCrafters #CraftersUnionWines
For more information about the Crafters Union range and how you can stock it, please contact Constellation Brands on +64 9 412 6666.
