Accolade Wines-owned Grant Burge collaborates with Krink, resulting in a limited edition Barossa Ink Shiraz, targeting both loyal and new consumers.
- The limited edition Barossa Ink Shiraz will be available in major UK stores, priced at £11.
- Since its launch in 2012, Barossa Ink has grown significantly, with a recent 12.4% increase in UK value.
- Supporting its launch, digital, media, and influencer engagements are planned to attract a younger audience.
- This marks Krink founder Craig Costello’s first collaboration with a wine brand, enhancing Barossa Ink’s creative appeal.
Accolade Wines, through its Grant Burge label, has joined forces with the creative studio Krink to create a unique limited edition package for its Barossa Ink wine, particularly focusing on Shiraz. This strategic move is designed not only to reinforce the brand’s appeal to its existing customer base but to also capture the interest of a younger, more artistic demographic.
The ‘Krink x Barossa Ink Limited Edition Shiraz’ is set to be stocked exclusively in renowned UK grocery chains such as Waitrose, Asda, Morrisons, Sainsbury’s, and Tesco, with a recommended retail price of £11 per bottle. This collaboration highlights the trajectory of Barossa Ink since its 2012 debut, showcasing an impressive 52% volume growth globally over the past four years. In the UK alone, the brand has witnessed a notable 12.4% surge in value in the past year.
This limited edition’s launch will be buoyed by a comprehensive promotional strategy, including digital content, both online and in-store promotions, a notable media event, as well as influencer collaborations. These efforts are aimed at amplifying the brand’s visibility and appeal, particularly among younger consumers who might be drawn to its innovative design and creative associations.
Tom Smith, Marketing Director for Accolade Wines Europe, remarked on the strategic alignment between Grant Burge Wines’ ethos of ‘Leave Your Mark’ and the artistic flair of Krink’s founder, Craig Costello. “Barossa Ink Shiraz has garnered a dedicated following. We anticipate that this limited-edition pack will not only resonate with our loyal consumers but also attract a younger, creative audience,” he stated.
This partnership is a landmark event for Krink, marking Craig Costello’s inaugural venture into the wine industry. Costello himself expressed enthusiasm about the collaboration, stating, “Collaborating with Barossa Ink was a natural fit — we are both creatively developing formulas to make something special. It was great to incorporate my drip aesthetic with Barossa Ink’s existing branding to design something visually unique.”
The collaboration positions Barossa Ink to captivate both traditional and contemporary audiences with its creative and strategic innovation.
