Black Tower Special Release will consist initially of three single varietal wines: Chardonnay, Riesling and Pinot Noir. The company says there are “other varietals planned”.
With the Classic range priced at £4.49-£4.99 retail in the UK – the biggest single market for Black Tower at more than 500,000 9-litre cases in 2009 – the premium edition Special Release range will be on the shelf at £7.99 for a 75cl bottle, with occasional promotions to £5.99. The company has revealed “one confirmed listing” in the UK.
All of the Black Tower Special Release wines will be presented in the new half-and-half, black and white bottle design recently announced for the Classic range. To distinguish Special Release however, the two-part labels as well as the neck foil and screwcap will be in matching black with gold lettering.
In research, consumers were said to be “very enthusiastic” about the new premium range, perceiving it to be “Classy and more expensive looking”.
More than 1.2 million 9-litre cases of Black Tower are now sold annually in 52 countries, and the range is the German brand leader in the UK (where it is now four times bigger than its nearest competitor), Sweden, Finland, Korea and Brazil.
Despite the recession, Nielsen MAT figures to Dec 26 2009 show the brand grew its value sales in the UK by 4% against Dec 27 2008, and Black Tower Rosé sales grew by 28% in volume, rising to 10th biggest selling rosé in the UK.