07 Dec 11 Popular Versus wines move into box format
Versus wines, popular with South African consumers for their value positioning, has expanded the range to include a two-litre box wine, available in red, white and rosé.
Conveniently sized and well-priced to offer even more value, the Versus boxed wines offer consumers an alternative to the Versus 750-ml bottled range, which also includes classics in red, white and rosé, along with the Versus Naturally Sweet range.
Corné Oosthuizen, Brand & Business Development Manager at ‘the company of wine people’ explains, “We have a loyal following of consumers that rely on Versus for its easy-living wines that deliver on quality as well as a crisp, uncomplicated taste. Our consumers are constantly on-the-go, so we wanted to expand our range with an option that will meet their needs for greater convenience.”
Oosthuizen continues, “While most box wines in South Africa are three-litres in size, we believe that our handy two-litre option answers a gap in the market for easier portability and greater convenience. Plus, since our box wines are filled with the same wine available in glass bottles, which have been recognised with top honours in the 2012 Best Value Guide, Versus consumers won’t have to sacrifice quality for price.”
In line with the recent launch of new packaging across the entire Versus range, the box wines features the new look: with a bright colour palette, straight-forward taste descriptors, prominent positioning of the iconic Versus diamond, the packaging communicates the unique personality of the Versus brand while achieving a striking presence on shelf.
Underlining Versus’s ability to deliver exceptional value, the packaging also features a dedicated area that can be customised for market-specific offers. For example, in South Africa the launch of the Versus box wines will be promoted with a value-add offer of two-litres for the price of 1.5-litres – or 33% more free. Additional support will be delivered with a focused publicity campaign that will leverage Versus’ powerful presence across social media.
The Versus two-litre boxed wines are priced at just R49,99, and will be available on shelf nationwide from January 2012. More listings are expected to follow.