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4th STREET S

Distell’s 4th STREET is the fastest-growing wine brand in the world

4th STREET L

In an independent report released by the International Wine and Spirit Research (IWSR) end 2016, Distell’s wine brand, 4th STREET, was ranked as the top growth brand internationally for 2015 and positioned 29th overall in the world.

The IWSR report takes an overall market outlook across different channels and borders to compile its rankings.

Among the factors contributing to the growth of Distell’s 4th STREET is its appeal to millennials especially young women, the report stated. Just over 5m cases of 9 litres were sold in 2015. This is 3m more than those sold in 2014.

The brand is currently available within Africa and the majority of volumes sold were in South Africa.

The brand is “spearheading” a trend of natural sweets among consumers, especially those in urban townships and student campuses.

“Distell is likely to build on this in the years to come,” the report stated.

Global Marketing Manager, Eliska Botha, says considering the brand’s limited distribution, being named the top growth brand ahead of widely internationally available brands, was an outstanding achievement.
“When we launched 4th STREET we were determined to break from tradition and focus on a consumer who is new to wine yet demands quality.

“By engaging with the next generation of wine drinkers we set out to create accessible, delicious wines at an affordable price with eye-catching packaging.
“These millennials are shaping the market currently and we were able to cut through the beer dominated South African landscape with enormous success.”
Originally launched in 2009 with only a Naturally Sweet Rosé 750ml and 1.5L pack, the brand expanded in 2011 to include a bag-in-box for the Rosé as well as a Naturally Sweet Red and Naturally Sweet White in 750ml and bag-in-box.

In January 2015 a new range of lightly sparkling, low alcohol variants were launched in single-serve format and presented in a sleek and stylish 300ml bottle [pictured above].
“It’s important for wine brands to consider how they engage with consumers. The vast number of brands on shelf is overwhelming for those new to wine, so too is the taste profile and intimidating wine-speak,” adds Botha.
“We’ve simplified the enjoyment of wine and gone back to the basics of our wine offering with fewer variants to choose from, accessible pack sizes for all-occasion enjoyment and quality that continues to surprise and delight consumers.”

Source: Distell

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