Kingsland Drinks has announced its Vin Crowd brand will be teaming up with online clothing e-tailer Nasty Gal this year for an on-pack takeover.

Launching in Summer 2021, the Nasty Gal collaboration will offer consumers the chance to win seasonal themed prizes and provide Vin Crowd shoppers with a 10% discount for the clothing webstore.

Going into its second year, Vin Crowd hopes the collaboration will support the growth in its Gen Z shoppers – tapping into the student demographic looking for fun on-the-go offerings in the Summer months.

In the last 12 months it is no surprise on-the-go consumption has seen a decline, however growth has spiked in the “top-up spending”, a rise in consumers seeking out convenience ahead of the weekly food shop*.

With this is mind, Kingsland Drinks hopes to also maximise on this new shopping behaviour, promoting in-store to prompt spontaneous purchases of Vin Crowd cans.

Brand manager for Vin Crowd, Fiona Nicholls, said: “Nasty Gal taps into a young shopper demographic; for us this is the of-age drinkers and students. We know from how these shoppers interact that they are looking for social tribes and this reflects in what they purchase.

“Nasty Gal is a thriving brand with a core following among young adults, Vin Crowd has a similar shopper profile, so the brand partnership feels like a natural fit. We are hoping to maximise on Nasty Gal’s established reach, and the thriving community it has built, to grow in our second year and drive purchase in store.”

The Nasty Gal and Vin Crowd collaboration will be supported with an integrated PR and marketing campaign, along with customer specific shopper marketing activation.

Sarah Parry, Senior Marketing Executive for NASTY GAL said: “This Summer is going to all about outdoor occasions and catching up with friends after a long winter in lockdown – shoppers will be looking for that killer new look for work, play, or that upcoming vacation and for products that service their on-the-go socialising.

“We know collaborations work hard for our brand, they have high engagement among our shopper audience and convert to webstore sales. It is important we team up with brands that reflect our shopper attitude, and Vin Crowd feels like a natural fit.”

Vin Crowd also kicks off 2021 with a reformulated recipe, swapping the fermented grape base with a Spanish wine, aimed at increasing the drink’s wine content, and improving the taste and quality.

Launched pre-pandemic in Co-op, Nisa and Costcutter in March 2020, the canned drink was positioned to non-wine drinkers looking for something refreshing, alcoholic and on-the-go.

Vin Crowd Pink Spritz and Botanical Spritz are the second and third best-selling canned wine SKUS in the marketplace**. 

Reflecting on 12 months of the brand, Fiona Nicholls, added: “Despite the limitations of socialising and events we have still seen steady growth in the convenience sector, with many people looking for fun, alternatives to a glass of wine or a beer – impulsively buying treats to liven up a lockdown evening. 

“As we go into our second year with the brand it is exciting to be able to take stock, hear customer feedback and reformulate the product to give consumers more of what they want.”

Priced at £2.25 per 250ml can, the Vin Crowd range comprises a choice of flavours and different taste profiles – a Pink Spritz and a Botanical Spritz. The cans are available across Co-op, Nisa and Costcutter stores and online at drinkwelluk.com.

*NIELSEN, STATE OF THE NATION 2021

**IRI MarketPlace – CWD RoS (units), week ending 6/09/20

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