Old Fart Expands U.S. Distribution
Wine's Initial Success Sets Stage for National Rollout
East Hanover, NJ - Old Fart Wines, a leading novelty wine label originating in the United Kingdom, will begin its U.S. national expansion with two new items and aggressive marketing and sales support, according to Boutinot Wine Estates, Inc. U.S., importers and marketers of Old Fart.
Old Fart, initially launched in 5 test markets, quickly saw sales increase by more than 75 percent within the first 18 months of distribution.
"We expected the brand to do well based on its overwhelming success in the U.K., where it has sold over one million cases," noted Danny Spencer, General Operations Director, Old Fart Wines.
"Clearly, the wines humorous label, combined with a quality product, appeals to American consumers as well, with retailers noting brisk sales in conjunction with special occasions such as birthdays, as well as repeat sales."
Old Fart has made significant gains off-premise since its introduction with leading retailers such as Applejack Liquors (Wheatridge, CO), which sells over 200 cases per quarter.
According to Wine Manager Shawn Lightfoot, "We promote Old Fart heavily with premium store positioning and case stackings, and have found that while people will purchase it the first time because of its novelty label, they regularly buy it after that because they like the quality and taste."
Old Fart currently features four items in the portfolio. Old Fart Chardonnay and Merlot have a suggested retail price of $8.99, while the NV red and white blends carry a suggested retail of $7.99.
All of the wines originate from France's famed Côtes du Rhône wine region, specifically the Côtes du Ventoux appellation. The vineyards can be found at the foot of Mont Ventoux, which is one of the most famous mountains in France and is the gateway between Rhône and Provence.
The national rollout of Old Fart will be supported with point-of-purchase case cards featuring the brand's iconographic label, accompanied by the tag line "Good Wine, No Joke." Off-premise sales will also be supported with a two-bottle gift pack admonishing consumers to "Be Bold; Go for the Old."
Consumers will also enjoy visiting www.oldfartwine.com where they can take the Old Fart Challenge to see if they do, indeed, qualify as an old fart. They can also download humorous birthday cards, and plan for that special occasion using the Old Fart food and wine-pairing guide. Games and additional information also feature prominently on the site.
Radio spot advertising in New York, New Jersey, Boston and Florida, as well as an aggressive public relations campaign, will support the rollout. Mr. Spencer will also participate in a series of key distributor kickoff meetings that will commence in April.
About Boutinot Wine Estates
Based in East Hanover, NJ, Boutinot Wine Estates, Inc., is a product-innovative company, providing great product assortment, good quality, great value and outstanding service. The company was founded in 2000 as the sole U.S. importer of Boutinot Ltd.'s extensive premium wine portfolio. Since then the portfolio range has grown to represent over 20 labels, building on its strong foundation as an importer for many fine French, Italian and South African wines including Bellefontaine, False Bay and Darriaud. Boutinot Wine Estates has developed a nationwide distribution network serving both the on- and off-premise trade. For more information about Boutinot Wine Estates, visit www.boutinotwine.com.
Source: Boutinot Wine Estates