VCT Europe today (May 19) has announced a brand-new range of wines, launching exclusively in the British convenience sector. Called Out of Office, the wines are targeting the younger adult sector of 25-34 year olds.
Out of Office is launching with three wines- Sauvignon Blanc, Rosé and Merlot.
VCT Europe has drawn on consumer research showing that time-poor consumers are often discouraged by the wine aisle, which they perceive as overcrowded, with few brands clearly standing out or effectively signposting different drinking occasions.
As VCT Senior Brand Manager Heather Jones explains, “Younger consumers are still drinking wine — but they’re more selective. They’re curious, open to discovery, and willing to spend more when the proposition feels relevant, modern, and worth their time.
"We wanted to deliver a brand that makes wine an easy, approachable choice.
"A key occasion for wine drinkers is relaxation and unwinding – moments of switching off and recharging, and Out of Office is a fun, light-hearted brand that clearly communicates the occasion directly on the bottle.”
The range includes three core varietals —a Merlot, Sauvignon Blanc, and a Rosé. All are Chilean in origin, bottled in the UK, and positioned at £9 RSP for the convenience sector.
VCT have deliberately chosen the Convenience sector to launch the brand, with Jones saying
“We have seen many of today’s most successful brands begin their journeys in this channel, and it has repeatedly proven to be a strong foundation for building brand awareness, recruiting shoppers, and driving early-stage growth," Jones said.
The range will make its debut on May 25 in 300 Bargain Booze stores across the UK.