FirstCape says it has witnessed a boom in sales in the past six months with much of its growth attributable to the introduction of its smaller size formats. Since including 25cl, 50cl and 187ml bottles in its range, the company has witnessed a 327% increase in its collective pack sales.
Jo Riordan, spokesperson for FirstCape said: “Smaller bottle sizes are a key growth driver, giving drinkers the opportunity to buy wine at an affordable price. By providing these smaller formats, we are demonstrating our commitment to affordability. 25cl and 50cl bottles also allow consumers to trial different styles of wine before they go on to purchase full sized bottles.”
Both FirstCape’s light and full strength wines are available in reduced bottle sizes and in July of this year, the company launched its first PET bottle in 187ml. Overall, FirstCape’s distribution is up 46% across all pack variants.
Riordan continued: “Given FirstCape stands as the 18th largest selling alcoholic beverage in the UK and is just 10 years old, we have gained great insight from fellow FMCG categories to ensure we maintain wine affordability. Pack size will become a key consumer growth area for wine over the next five years, especially with the rise of convenience retailing within the UK”.
FirstCape is the UK’s fastest growing lighter style wine brand and continues to drive growth within the category. Lighter style wines are worth £38m, up 35% year on year with FirstCape growing ahead of the category, up 56%.
