12 Mar 2017 Pierre Jourdan Popsicles: taking SA wine into a new category
Pierre Jourdan Popsicles, the never-been-done-before in South Africa wine popsicles, hit shelves in South Africa in September 2016 and have since garnered upwards of R1-million in sales.
The wine popsicles, created and developed by JML Consulting, a company that specialises in the launch of new health, wellness and lifestyle brands, were inspired by such products seen abroad that have reportedly been a runaway success in major overseas markets.
The popsicles come in two eye-catching offerings made from the Pierre Jourdan Brut, a Cap Classique, and Pierre Jourdan Tranquille, a still wine made from a blend of Pinot Noir and Chardonnay. Both wines are from acclaimed Franschhoek cellar Haute Cabrière.
They were initially launched in 26 Pick n Pay stores and by the end of December were available in 38 stores across Gauteng, KZN, Limpopo and the Western Cape.
Natasha Alomia, director of JML Consulting, explains that the Pierre Jourdan Wine Popsicles – or PJ Pops – took 13 months of planning, conceptualising and hard work to develop, with the end result being the birth of a new and successful product category in the country.
“Launching a new brand in what would be considered a luxury item category was not something we did lightly, given the current tight economic times,” says Alomia.
“An extensive amount of research went into the PJ Pops – not to mention sleepless nights – as we honed the design, production and ultimately the end product into something which we are very pleased to report has garnered the South African public’s full support. Evident in the phenomenal sales figures achieved in such a short time.
“The success of PJ Pops is also attributable to partnering with Haute Cabrière, the home of Pierre Jourdan, and national retailer Pick n Pay who both shared our innovative vision.”
Alomia says that they did experience their fair share of challenges and occasional set-backs during the development and launch of PJ Pops, however, six months post-launch and the company says it sees ongoing potential in the market for the product.
Three new flavours are currently in development for release this year and there are negotiations in place with other retailers, both in South Africa and internationally, to stock the popsicles.
Jon-Marc De Carvalho, co-director of JML Consulting also hints at the launch of another popsicle product to be launched later in the year which he says will “not only be a South African first but a world first in this newly developed market category”.
More about the popsicles
In producing the Popsicles, the wines are slightly sweetened with natural fructose to ensure a more decadent dessert experience, yet all the acidity and complexity of the elegant Brut, and the gentle blush and beguiling bouquet of the Pinot Noir-driven Tranquille, remain.
“We’ve used a younger vintage of the Cap Classique to maintain freshness in the PJ Brut Popsicle, while the more prominent fruit flavours from the Pinot Noir in the Tranquille make it ideal for those looking for something a little sweeter,” says cellarmaster, Takuan von Arnim, son of Achim von Arnim, one of the pioneers of Cap Classique in South Africa.
“The Popsicles are a huge step forward in finding new ways to enjoy wine, and the ideal stepping stone for people to discover the wines of Haute Cabrière,” he says.
“We don’t want the popsicles to detract from the bottled product at all; this is just a natural progression,” comments De Carvalho.
“What we’ve done is to take all of the flavours that you enjoy in the bottle, and position it in a form that is contemporary and stays true to the Pierre Jourdan wines that we all know and love.”
“It’s a product to be shared and enjoyed at any time of the day,” adds Alomia. “The PJ Pops are not only ideal additions to a braai or picnic, but also as a refreshing treat at the end of a long day. Having a dinner party? They work beautifully as an aperitif or palate cleanser. They are even great as an alternative dessert.”
Key to the appeal of the PJ Pops is the stylish packaging mirroring the elegance of the wines: dark-green for the Brut, a rosy blush for the Tranquille, all presented in a sophisticated, fully-recyclable popsicle tube with a 100% aluminium foil top-seal that allows for fuss-free enjoyment anywhere, anytime.
Enormous effort and investment has gone into the Popsicle production process, with a state-of-the-art factory line flash-freezing the Popsicles in minutes to ensure the delicate sorbet texture.
And if they melt? Simply pop them back in the freezer to re-freeze within 24 hours.
Despite the distinctly upmarket appeal of the PJ Pops, they are competitively priced to be both aspirational and accessible.
They are currently exclusively available in select Pick n Pay Liquor and Grocery outlets in Gauteng and the Western Cape. Recommended Retail Price is R25.00 (inclusive of VAT) per PJ Pop.
See more on the video below…