After introducing Three Mills and White House, a collection of low alcohol, fruity British wines to the light wine market in 2009, Broadland Wineries has grown from strength to strength with this popular range, seeing sales soar to a staggering 2.1 million bottles sold over 10 months. At only 8% ABV and with a recommended retail price of £2.49; Three Mills, launched in April 2009 and currently on sale at selected Asda and Tesco stores, offers a refreshingly low alcohol alternative to conventional reds, whites and roses. These light British wines allow drinkers to enjoy good quality, flavoursome wines without the guilt of over indulgence. For consumers who do not normally drink red wine, Three Mills Red in particular, is a great introductory product. Its flavours and tones are softer than most reds, making it more appealing to first time drinkers.
White House, stocked exclusively at Aldi stores, was launched in December 2009 and has so far sold 23,000 9ltr cases, equalling 276,000 bottles in just three months. Meaning that within a 10 month period, combining Three Mills and White House sales, Broadland Wineries has sold 193,000 9ltr cases of British light wine, almost the same amount as the total market in 2008, which was 199,000 9ltr cases.
As a result, Three Mills is now to be launched at Asda stores nationwide from mid March. This move further seals Broadland Wineries hold on the market place, David Thornhill, Sales and Marketing Director comments:
“Selling over two million bottles of Three Mills has been an incredible result for us. When we first started out with our range of low alcohol products, there was a small gap in the market for these wines; this gap has continued to grow and grow and in turn has increased customer demand, opening up the category. The fantastic news that Asda will be stocking Three Mills nationwide is a massive breakthrough for us and the range. It will allow a larger selection of customers to sample the products and experience the high quality and flavours that this British wine offers. The fact that in 10 months we as a company have sold nearly as much light wine than the whole sector did in 2008 shows that our products have strong positioning within the market.”
Three Mills is continuing to grow at speed, and with new products in the pipe line for later in the year, it is hoped that the range expansion will encourage even more customers to look to the lighter side of the wine market.