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Stowells goes the whole Nine Yards


Heritage to fore of leading wine brand’s ‘revitalisation’, reports Scott Wright ADVERTISING


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THE wine brand credited with pioneering the ‘bag in a box’ and draught wine in pubs has undergone an extensive over- haul.


Constellation Wines has in-


vested a claimed £500,000 in creating a new identity for Stowells, the UK’s top-selling on-trade wine, presenting the range with contemporary la- belling while emphasising its 19th century origins. The investment, which Con- stellation reckons will build on Stowells’ reputation as a trusted and reliable brand, includes the launch of a new ‘sub-brand’ exclusive to the on-trade. Stowells Nine Yards is said to


have come in response to con- sumer calls for a recognisable brand at ‘house level’ when choosing wine in bars and restaurants. With wines from Spain enjoying rapid growth in the on-trade, the range launch- es with three varietals from Spain – a white Airen, red Tem- pranillo and rosé Bobal – avail- able in 75cl bottles. The ‘revitalisation’ of Stow-


ells extends to a rationalisation of the range, which now num- bers 18, and the replacement of traditional labelling terms previously used on its French wines.


Gone from the labels are ref- erences to wine producing regions, categories and appel- lations, which have given way to the arguably better known grape varieties. Despite French wines contin-


the on-trade and we felt that it was important to inject some new life into Stowells that will bring incremental sales growth and profi tability to licensees.” Draught Stowells, which is dispensed on bars from a three- headed font, is said to have been installed in some 17,000 on- trade outlets. With each instal- lation said to cost in the region of £800 to £1000, Constella- tion’s national account control- ler, Simon Taylor, told SLTN it’s spent £10m in putting draught Stowells into the on-trade in the last fi ve years. “It’s a sizeable investment for the on-trade,” he said. “We’re continuing to invest despite depressed volumes in the on-trade.” Taylor said draught Stowells is


only installed in outlets which have the potential to deliver the volumes the supplier is looking for.


Stowells’ Nine Yards has been developed exclusively for the on-trade.


uing to dominate the on-trade, selling 5.5 million nine-litre boxes last year, Constellation said regional and appellation la- belling can be confusing to con- sumers. To remove that confu- sion, and boost sales, the wine fi rm is introducing a new range of ‘easy to drink’ French wines on draught, based on well- known grape varietals. They will be supplied to bars in three- litre and ten-litre boxes. The various changes to the


Stowells brand are being com- municated to operators via


trade press advertising, point of sale kits and the continuation of the brand’s loyalty scheme, under which it supplies draught stockists with quiz kits and glassware through distribution partners such as Belhaven and Matthew Clark.


“2011 is set to be a big year for


Stowells, which is a very well- loved and cherished brand,” said Clare Griffi ths, vice presi- dent of European marketing for Constellation Wines. “This investment comes at a particularly turbulent time for


“We’re not looking to install


it everywhere; it has to be the right location,” he said, adding that the top-performing outlets have as many as seven Stowells varietals in draught format. Constellation reached an


agreement to sell its UK and Australian business, includ- ing Stowells, to Sydney-based Champ Private Equity towards the end of last year. The busi- ness, which will be renamed Accolade Wines in June, in- cludes a 50% stake in special- ist on-trade wine wholesaler Matthew Clark. Punch Taverns holds the other 50%.


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Wine fi rm wakes a sleeping giant


ALTHOUGH Stowells was holding on to its status as the UK’s number one on-trade wine brand, Constellation realised it had a “sleeping giant on its hands” when it approached its revitalisation project. Research conducted at the start of the 12-month period that led to last week’s relaunch revealed a high level of goodwill for the brand among consumers, who viewed it as trusted and reliable.


10 - SLTN - April 28, 2011


However, the conclusion Constellation drew from interviewing customers as well as stakeholders was that there was signifi cant potential to drive sales of the brand even further. Marketing manager Clive Patten told SLTN last week that there were several aims to the brand’s repositioning.


On the labelling side, consumers told the fi rm that Stowells’ heritage as a wine merchant established


in 1878 was an appealing factor. While the previous label made no reference to the brand’s origins, it’s been given pride of place on the new design. Improving shelf stand-out and presenting the brand in a more contemporary fashion were other key aims of the redesign. Constellation also had to ensure the new-look brand connected to its long- established drinkers, the ‘routiners’ as it has dubbed


them.


Stowells’ target audience, Patten explained, are not wine experts, but those who are at an early stage in their wine-drinking lives. With its packaging


revamp and associated activity, he said Stowells had to continue to communicate its wines in straightforward, undaunting terms while offering consumers the chance to experiment within the 18-strong range.


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