Leading US premium wine brand[1], Apothic will be rolling out a stylish new label for Apothic Cab this spring.
The eye-catching new label sees the iconic Apothic ‘A’ move from burgundy to silver with a silk ribbon woven through the filigree, a nod to the silky-smooth credentials of the Cabernet Sauvignon inside the bottle and distinguishing it from Apothic Red.
Created to appeal to both Cabernet enthusiasts and novices, as well as to those who prefer smooth and velvety wines, Apothic Cab combines an intense fruit profile with soft, plush tannins, to deliver a wine with a silky-smooth texture. It is bursting with notes of jammy dark fruit and aromas of toasted oak and vanilla which boldly linger on the palate.
Launched in 2020, Apothic Cab made the greatest contribution to the growth of the US Premium Cabernet Sauvignon varietal by adding £2.7M to the segment in 2021[2], while Apothic Red grew by 10% in revenue, adding £1.2M.
“We are delighted with the initial performance of Apothic Cab and believe this striking, and more premium, new label will further fuel its growth thanks to its improved differentiation,” says Mark Stammers, Sales Director, UK & Ireland at E&J Gallo Winery. “When it comes to choosing their wine, we know that consumers are looking for more premium options. Apothic Cab delivers a winning combination of a stylish and sophisticated bottle with a smooth wine style that has a wide appeal. It’s a must-stock for retailers looking to trade their consumers up through the price points.”
The transition to the new label will be supported by a consumer facing influencer campaign in the run up to Easter, set to reach 1.5M target consumers, as well as through Apothic’s social media channels, and a range of retailer specific trade marketing activities and POS that will highlight the stylish new label.
Apothic wines are available at all major retailers and cash & carry wholesalers, RRP £9.50.
1 Throughout this press release we define premium as 75cl still wine sold at £7+
2 IRI Marketplace – Total UK Off-Trade, Still Wine, 750ml of £7+ MAT e/26.12.21.
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