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Accolade Wines launches new Magnum size cask

Together with the tag line “great wine, one glass at a time” industry giant Accolade Wines has launched a new packaging format designed to hold the equivalent of two regular bottles of wine.

The 1.5 litre ‘Magnum’ casks will sit alongside the brand’s glass equivalent on retail shelves and in the fridge — a first in the Australian market, according to Accolade.

Michael East, Accolade Wines general manager Asia Pacific, said Magnum’s release followed two years of consumer and market research by Accolade Wines.

“The proportion of people drinking wine at home has increased over the years, with just under half of Australian wine drinkers choosing to enjoy their favourite wine in the comfort of their own homes,” East said.

Claiming the new format builds on consumer trends of convenience, flexibility and ease of use, East said Accolade was aiming to build a bridge between consumers who regularly consumed wine but often just wanted a single glass.

“Through Magnum we aim to provide consumers with the opportunity to enjoy great value, popular premium wines in an alternate format, for those times when you just want one glass,” East said.

“Our consumer studies show that there is enormous appeal in being able to enjoy the convenience of a single glass, without feeling compelled to finish or waste the rest of the bottle.”

Hardys, Monkey Bay and Houghton were just a few of the popular brands to be boxed up by Accolade.

“Magnum will deliver everything consumers expect from their bottled equivalent – vintage and varietal specific wines from premier wine growing regions such as Sauvignon Blanc from Marlborough and Shiraz from McLaren Vale and the Barossa,” East said.



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