Spritzz Up gains retail listings on market launch

New wine mixer drink: Cinzano Spritzz Up

Tesco, Thresher and Budgens will be the first retailers to stock Spritzz Up, a new wine mixer drink being launched this month (July) by Cinzano.

Spritzz Up, which is available in both Fruity White and Cheeky Red variants, is being targeted at 18- to 30-year-old women and Cinzano is recommending retailers to stock the brand with alcohol ready-to-drink products, even though it is not an RTD.

Cinzano says consumers should fill a large wine glass with ice, half fill with Spritzz Up and top up with tonic or lemonade. Spritzz Up is packaged in 750ml bottles with a likely retail price of ?5.99. It is slightly fortified with an alcohol by volume level of 14.5%.

UK marketing manager Karen Crowley said: ?We?ve looked at the market, done our research and believe there?s a sizeable opportunity for a wine-based drink that you mix at home. Spritzz Up offers a high quality alternative to RTDs or alcopops with a more accessible taste and lighter style than conventional wine.?

Launch support includes sampling, a consumer competition and magazine advertising in titles such as Heat, Now, Cosmopolitan, Company and Glamour. The campaign runs from August until the end of November.