Are fruit infused wines the next big thing?

Led by a growing trend in the UK, the fruit infused wine category is one to watch, with retailers and suppliers who are looking to capture that 18 to 35-year-old female demographic, or entice new entrants into the wine market.

While it is evident the premiumisation trend is still going strong with both red and white wine showing growth in the $16-$25 category in 2015, according to suppliers, the more affordable fruit infused wine category is intended as a stepping stone for cider or craft beer drinkers to start exploring wine.

In December 2015, Warburn Estate went to market with its Sweet Lips Infusions brand – a range including three infusions – Hibiscus Pomegranate and Lime; Orange Blossom and Nutmeg; and Mango Ginger and Lemongrass. Such has been its success, that just three months on the brand added a fourth varietal to its line-up; Mango, Elderflower and Passionfruit.

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