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Saturday 04 December 2021

Lion lifts Lindauer in premiumisation push

22nd November 2021 By Monique Steele | | @foodtickernz

Lion New Zealand’s sparkling wine brand Lindauer has sold two million litres in New Zealand this year with the company driving the brand into the fast-growing premium segment.

Lindauer has around 30 SKUs across its classic, special reserve, non-alcoholic and smaller format ranges in New Zealand.

This push up the value curve has seen the company make its first foray into Prosecco, launching two SKUs in a tie-up with with Italian company Zonin 1821 this month.

The beverage business now has around 30 SKUs across Lindauer’s classic, special reserve, non-alcoholic and smaller format ranges in New Zealand.

Lion’s senior brand manager of wine, Leila McCracken, said the company continued to focus on strengthening its premium special reserve range to drive growth within the sparkling segment.

“The sparkling segment at large has grown at about 6% over the course of the last year,” she said.

“It is the segment we’re seeing the most growth in across the wine category. That’s where the opportunity sits. Prosecco, too, is gaining so much pace.”

McCracken added that Lindauer is New Zealand’s leading wine brand by value and the top wine in Lion’s portfolio of Wither Hills, Mt Difficulty and The Ned. It is also exported to around 20 countries, predominantly its special reserve range.

“The whole wine market is a $1bn market and Lindauer is about 6% bigger than the next brand. Within the ranking it’s still doing very well given the fact that it has premiumised over the last couple of years,” she said.

“[Special Reserve] is where I think the future of the brand needs to sit from a credential perspective – it’s really solid wine.”

The launch of the Prosecco comes a few months after Lion dropped value sparkling wine brand Bernadino, citing rising costs and competition within the sparkling wine category.

“It comes down to strategy and it wasn’t one we would call a strategic brand,” McCracken said.

“The strategy is for more premium wines and unfortunately the lower tiers really bear the brunt of that.”

The growing low-alcoholic wines were another focus for the brand, and McCracken said Lindauer led that sub-segment.

“If we look at lighter sparkling wine, at the totality within New Zealand, Lindauer has about 80% market share so it’s definitely the best offering from a quality perspective, from consumer expectation and aromatics. It does very well.”

McCracken forecast a strong finish to the year, with around a third of annual total of sparkling wine sales undertaken in the final quarter of the calendar year.



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