Babydoll wines positioned for UK growth

Babydoll wines from New Zealand will make its debut at the UK annual trade tasting “Flavours of New Zealand” this week, ready to increase its presence in the UK in 2019 in the premium New Zealand sector across all trade channels.

Babydoll comes from the premium Awatere Valley sub-region of Marlborough and the wines are made at Yealands Estate by senior winemaker Natalie Christensen. The line-up for the UK tasting on 16 January in London comprises Sauvignon Blanc, Pinot Gris, Rosé and Pinot Noir.

Talking about one of the key wines in the line-up, Christensen said: “After a fantastic harvest we had a feeling this Pinot Gris was going to be something special; really focused, with these amazing lifted aromatics and beautiful concentrated mouthfeel. Our Babydoll wines are all about gorgeous, sustainably produced, premium wines from New Zealand.”

Babydoll is positioned to enhance sales in the premium New Zealand sector in the UK, which, in multiple grocers in 2018 represented less than 1% of total New Zealand wine sales, showing 16% volume growth.

Plans for Babydoll wines will be implemented in conjunction with UK distribution partner Enotria & Coe and the wines are sustainably produced and vegan-friendly, with RRPs of £11-14.