Accolade Wines’ Barossa Ink partners with creative studio Krink to release a limited edition wine pack, expanding their innovative portfolio.
- The ‘Krink x Barossa Ink Limited Edition Shiraz’ will be made available at prominent UK supermarkets for a suggested retail price of £11.
- Since its introduction, the Barossa Ink range has seen significant growth, with an impressive 52% volume increase over the past four years.
- The launch will be supported by a comprehensive marketing strategy which includes digital content, in-store promotions, and influencer activities.
- This is Krink founder Craig Costello’s first venture into the wine industry, bringing his distinctive artistic style to the collaboration.
Accolade Wines has initiated a creative collaboration between its Barossa Ink brand and the renowned creative studio Krink, known for its innovative designs. The outcome is a sophisticated, limited edition pack entitled ‘Krink x Barossa Ink Limited Edition Shiraz’. Available in major UK supermarkets such as Waitrose, Asda, Morrisons, Sainsbury’s, and Tesco, it is priced at a competitive £11. This exclusive release seeks to captivate the existing consumer base while appealing to a younger demographic.
Since Barossa Ink was launched by Grant Burge Wines in 2012, the brand has experienced significant growth. Notably, the product range has achieved a 52% increase in volume over four years, and within the past year alone, its value in the UK market rose by 12.4%. This surge in demand underpins the market’s positive reception and sets a promising backdrop for the limited edition’s introduction.
The marketing efforts for this new offering will employ a strategic mix of both traditional and modern channels. The campaign is bolstered by digital content dissemination, both online and within retail environments, as well as media events. Furthermore, paid influencer partnerships alongside ‘hypeboxes’ are key components of the promotional strategy, aimed at enhancing visibility and engagement across diverse consumer segments.
The collaboration with Krink marks a distinctive milestone, highlighted by the input of its founder, Craig Costello. As a respected artist, his participation lends a unique aesthetic dimension to the project. Costello expressed enthusiasm for the venture, noting the congruence between Barossa Ink’s brand ethos and his own creative vision. He stated, ‘Collaborating with Barossa Ink was a natural fit — we are both creatively developing formulas to make something special.’ His integration of the ‘drip aesthetic’ into the wine’s branding resultantly crafts a visually compelling product.
This collaboration exemplifies the innovative fusion of art and wine, promising to make a striking impact in the market.
