Innovation to meet customers in their moment - FAQs
Shoppers seek moderation, affordability & convenience without compromise or waste.
500mL premium wine in premium glass bottles. Respects rituals. Looks classy. Tastes beyond everyday. Enables some joy without excess or wastage
Where does this sit on shelf?
It sits alongside premium 750mL wines, not in a novelty or convenience category. The positioning is quality-first.
Literally, place them side-by-side with our standard 750mL format so customers immediately "get it".
We've also got a Tū Pack*. A handsome kraft box containing one each of the 2025 Pinot Noir and 2025 Chardonnay
*Tū in Māori generally means to stand, be upright, set in place, or to act/function
Who is the target customer?
Wine drinkers who are drinking slightly less but better. Households of one or two. Midweek buyers. Consumers who value quality but want sensible volume. Busy people who see dinner as something other than calorie loading - they appreciate wine rituals and want a glass while cooking and/or over dinner.
Aren't customers going to compare this to a 750mL on discount and find it is a similar price?
Maybe. But we're backing that people are increasingly repelled by the idea of waste. We'd encourage people to think "take only what you need" and "leave nothing behind" - concepts NZers are well familiar with in kaitiakitanga for our natural environment whether it be seafood gathering, tramping, aimal husbandry... we have a universal dislike for exploitation of resources or even in our consideration doing the right thing by past and future generations. The decent NZer does not see life as a zero-sum game - "I win, you lose. And I want more". We think the 500mL supports this. Let people decide.
Isn't the price per mL higher?
Nope. We've priced at the same per litre price as our 750mL formats. This is premium wine. We think price/quality is exceptional. This is the investment we are making to create a sustainable wine brand that people appreciate and value.
Does this cannibalise 750mL?
Certainly hope not! Our view is that it unlocks new occasions rather than replacing existing ones. We expect it to complement rather than displace. Our deepest hope is to place wine in people's weekly life as a small adult luxury (for people of all sizes!) that can be enjoyed in moderation - a move to the "European model".
How does this benefit my business?
It gives staff a story to tell re: (1) something new and interesting, (2) general innovation in the wine category, (3) how you yourself are thinking about lifestyle realities your customers are experiencing … Our expectation is that the format and our wine in particular will encourage increased loyalty and frequency of purchase. Per litre, we reckon you will sell more higher quality wine compared the increasingly difficult and unappealing experience of shifting lower quality 750mL bottles.
What Our Customers Say
Not a Real Person...
We've researched this extensively with Liquor Category managers and those out there in the aisles everyday and we've heard from their customers during our instores. They get that it makes sense and should fufill an unmet customer need. Yes, a couple have mentioned glass $ v wine - but that's our problem. We will be targeting our launch in key tier one stores, supported by PR and activations. The challenge, as we see it, is to bring this to the attention of wine shoppers - if they see it, they'll get it. Maximum warp Mr Scott!
