Accolade Wines' innovation pipeline has launched Batch X - two new wines designed to meet evolving consumer needs in a dynamic market.
According to Accolade, Batch X was born with a desire to blur category lines, offering a unique twist on tradition in both with its packaging and the wine inside.
The company notes that "the McLaren Vale wine aims to re-express the classics with bold energy and dynamism, and is driven by a passion for discovery".
Earlier this year, Andrew Stark, General Manager Marketing & Category ANZP for Accolade Wines, told Drinks Bulletin: “Rather than looking to traditional ‘NPD’ and line extensions to lead our innovation, we are focusing on creating new taste profiles, formats and segments that will ultimately excite consumers and fuel category growth.
“We are taking a 360 approach to deliver fresh ideas that have scale, so we can reach more wine drinkers, more occasions and provide more value to our customers.
"Our insights driven strategy will also extend to influencing shopper behaviour in-store and we will work even more closely with our retail partners to maximise sales.”
Batch X is available in Shiraz and Sangiovese, at RRP $20.
Watch a video about Batch X below:
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