Grant Burge’s Barossa Ink partners with Krink for a unique limited edition release, combining art and wine.
- The ‘Krink x Barossa Ink Limited Edition Shiraz’ is set to hit major UK supermarkets with a recommended retail price of £11.
- Since its debut in 2012, Barossa Ink has seen significant growth, notably a 12.4% increase in value in the UK this past year.
- Promotional activities for the launch include digital content and influencer engagement to draw in new audiences.
- Artist Craig Costello brings his unique ‘drip aesthetic’ to the wine’s packaging, marking his first collaboration with a wine brand.
Grant Burge, known for its reputable position within the wine industry, has announced a significant collaboration with Krink, a creative studio renowned for its artistic innovation. The collaboration has resulted in the ‘Krink x Barossa Ink Limited Edition Shiraz’, which will be exclusively available in leading UK supermarkets such as Waitrose, Asda, Morrisons, Sainsbury’s, and Tesco. With a recommended retail price of £11, this offering aims to appeal to a broad consumer base seeking uniqueness in both taste and aesthetic presentation.
Since its inception in 2012, Barossa Ink has been an integral part of Grant Burge Wines, contributing to the growth and diversity of Accolade Wines’ portfolio. Over the past four years, the brand has experienced a remarkable 52% increase in volume growth, with a recent 12.4% rise in value within the UK market alone. This growth underscores the brand’s robust market presence and consumer appeal.
The launch of this limited edition pack is supported by a comprehensive marketing strategy that includes both digital and physical promotional efforts. These initiatives encompass online platforms and in-store presentations, alongside a dedicated media event. Moreover, there is an emphasis on influencer activities aimed at engaging a younger, more creatively minded audience, potentially expanding the brand’s demographic reach.
Marketing Director at Accolade Wines Europe, Tom Smith, expressed optimism about the release, noting the established loyalty among existing Barossa Ink consumers and the potential to captivate a younger audience. He emphasised, “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 to the brand.”
Craig Costello, the New York-based artist and founder of Krink, is excited about his inaugural partnership with a wine brand. He articulates this enthusiasm, stating that collaborating with Barossa Ink was a natural alignment. “It was great to incorporate my drip aesthetic with Barossa Ink’s existing branding to design something visually unique,” Costello remarked, highlighting the synergetic blend of art and wine in this project.
The partnership between Barossa Ink and Krink exemplifies a successful merger of art and commerce, promising a visually and gastronomically distinctive experience for consumers.