THE EXPERT Arabella Woodrow Master of Wine and wine buyer for Forth Wine A surprisingly deep maroon colour for a Beaujolais. The wine has a lovely raspberry and black cherry nose and is substantial and satisfying. It has plenty of cherry fruit followed by a lightish bubblegum flavour. There is reasonable depth and little tannin. I am not sure the concept of terroir will filter through, though if the wine is as good as this, who cares? Wines like this are needed to bring Beaujolais back into popularity. This is of a quality I would expect to find in a Morgon or Julienas. Yum Yum. Success rating out of 25 ­ 23 THE DESIGNER Matt Thompson Associate director of Blackburn's, a brand packaging designer A feeble attempt at creating a reason to buy these unfashionable wines. Changing perceptions is never easy and harnessing the serious winemaking features of the origin seems a logical step. The dated label compounds the passé positioning. The bolted on soil visual with script may help differentiate within the range but the explanatory back copy is so brief that I'm none the wiser. Unlike an oenologist, an average wine consumer, like myself, will struggle to get excited about soil if it's presented like this. Therein lies the problem ­ how do you explain the intricacies of the terroir system? Success rating out of 25 ­ 9 The buyer Adam Marshall Licensed trading controller at Nisa-Today's Initial impressions of the pack were of a quality product. The label is a bit confused but has a modern yet still typically French feel, and will not look out of place in a crowded wine section. The concept of a range from different terroirs is a good one ­ although it is hard to tell if it is successful or not without tasting the range. As an example of good quality Beaujolais this wine stands up well. It has a good weight of fruit and a balanced palate with pleasant lively flavours while not being harsh or "fizzy". The consumer spending £5.99 on Beaujolais will not be disappointed but the big question is how many consumers are prepared to spend that much on Beaujolais these days. Success rating out of 25 ­ 19 Total score out of 100 - 68 {{DRINKS }}

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