Santa Rita launches its most recent innovation, canned wine Rita Rosé25 de July de 2019
· This innovative wine drinking format has been a success in Europe and the US, country where sales have increased by 43% in 2018. Conversely, Rosé has significantly grown in the last years, totalizing more than 200 million cases sold per year.
· Santa Rita aims to position as leader of canned premium wines in Chile, also initially exporting Rita Rosé to the UK & Ireland, Paraguay and Panama.
Santiago, July 2019. In line with the goal of being present in one of fastest growing wine and format categories in the world, Viña Santa Rita announces its entry into canned wine market with its latest innovation: Rita Rosé. With its 90’s look and feel, the product appeals to a wide audience,
This format has been a success in European countries and in the United States, where canned wine sales increased 43% during 2018. While canned wine still has a small part of the industry, with about 0.2% of total wine sales, it is registering one of the biggest expansions in the industry. One of the bets of Santa Rita is to position itself as the leader of the Premium canned wine segment in Chile, also exporting to various countries.
“Consumers are increasingly concerned with the care of the environment; aluminum cans are one of the most recycled beverage containers worldwide. On the other hand, for them, it is also attractive to buy a smaller and easier to carry product, instead of an entire bottle, which could generate a new occasion for more flexible and relaxed consumption ”, Jaime de la Barra, CMO of Viña Santa Rita.
The product, so far unexplored in the Chilean market, is a fresh rosé wine. César Catalán, the winemaker in charge of this project, details that the grapes for this wine were harvested at night to preserve fruit aromas, their freshness and protect the wine from oxidation. “This expressive pale pink Rosé has fruity aromas of strawberries, raspberries and delicate citrus notes that bring freshness to the wine. It is a balanced and juicy wine that has great persistence and is ideal for pairing with snacks, salads, fish and seafood”, he adds.
The appeal of this new product can be found in its various characteristics: it comes in convenient size packaging of 250ml, ensuring perfectly fresh wine in every serve; no corkscrew or glass required, and it can be drunk whatever the occasion – summer or winter, it’s a year-round drink.
The fast growth of Rosé
Rosé wine volumes have also been steadily increasing in the world since 2011. According to the Vinexpo 2018 report, sales of this wine grew from 223 million 9L cases in 2011 to 237 million in 2016 and by 2020 it is expected that expand further, totaling 252 million cases.
“The interest of consumers for this wine is mainly due to its color and the style it evokes. It is a very versatile wine that can be consumed at any time and place, even in preparations such as cocktails. In addition, there are several exponents that have an excellent quality price ratio”, says De La Barra.
Bloggers and celebrities have also joined the trend, with Drew Barrymore, Angelina Jolie and Brad Pitt already producing their own Rosés.
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