09.09.16

Boutinot Gets Festival Fever With Camper Vin

Press Release

Boutinot Gets Festival Fever With Camper Vin

Boutinot is embarking on its very own vinous road trip this summer with the launch of Camper Vin - a 2.25 litre boxed wine created to bring innovation to the fastest growing sector of the UK wine market, and to capitalise on the current camping craze and festival fever.

In the 52 weeks up to 23.4.16, the 2.25 litre bag-in-box sector hit £153m in value - an increase of 15% on the previous year*.  At the equivalent of three 75cl bottles, Camper Vin will be available to the Off-Trade at RRP £15.00 and the first edition is a 100% Chenin Blanc produced by the Boutinot team in South Africa from bush vine grapes planted on Swartland’s sandy, granitic soils.

“Bag-in-box used to be essentially table wines in larger quantities, but with today’s vinification techniques more premium styles are making it into this portable, great-for-the-outdoors format,” says Boutinot’s Robin Naylor, who has overseen the initial launch.  “With our own production and winemaker contacts around the world, the door is completely open to introduce further styles, varietals and origins that are quality-led and still commercially viable.”

Launching towards the end of August, Boutinot’s Camper Vin will be supported by a dedicated website with stockist search facility, Consumer PR and Social Media campaigns targeting lovers of the great outdoors.

“Camper Vin is about bringing something new to the boring old bag-in-box and aiming for maximum visibility so we have worked hard at the design integrity of the box itself - even down to ensuring the wine pours from where the Camper Van’s trademark spare wheel is,” adds Naylor.  “When you consider that, in addition to general outdoor drinking opportunities, there are over 1,000 UK festivals listed on eFestivals this year, the average age of the festival goer is 36 and there are 130,000 Camper Vans and motorhomes** on the UK roads… You can see that a portable, funky Camper Vin with quality wine is going to have some appeal.”

Since its inception in 1980, Boutinot has grown to become one of the UK’s leading wine companies, both distributing and producing ranges from around the world.  Its comprehensive ‘Made by Boutinot’ portfolio sits alongside and complements the 100 plus agencies that the company is proud to represent in the UK.

*Source: Nielsen w/e 23.4.16

** Source: Caravan Club of GB

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Date of issue:  4 August 2016

Further information - emma wellings pr  t 020 8996 5168  e alison@ew-pr.co.uk