An innovative wine range designed to educate consumers about the tastes of different grape varieties has been launched by Bottle Green.
Twin Vines is a family of six wines, featuring three grape variety ‘twins’ from different areas of the globe. It has Chardonnay from France and Australia, Merlot from France and Chile and rosé from Italy and California, all priced £4.99.
“One of the aims of the project was to find a fun way of educating consumers,” said Jerry Lockspeiser, Bottle Green’s MD. “It is difficult to communicate with
consumers through the multiples, so we wanted to try to develop some interaction.”
The back label carries a message inviting consumers to e-mail comments on their favourite twin.
The wines, which will be listed in Morrisons from February 13, each have a flavour table on the back label to help consumers uncover the different styles found within the same grape varieties.
“We called it a flavour table instead of tasting notes because we didn’t want to bombard the consumer with wine speak,” said Lockspeiser. “For this reason, we used the words smell and taste instead of aroma and palate.”
He said the company came up with the idea last summer and it evolved the concept with the assistance of Morrisons’ wine team. It is already working on additions to the range using the best known grape varieties.
Bottle Green said its advertising campaign would initially target consumer publications. In addition, it will be working closely with Morrisons to establish an imaginative method of marketing the wines to consumers, which is likely to include in-store sampling and promotional leaflets.
The company said it would also consider offering twin-packs of wine if requested.
Sonya Hook
Twin Vines is a family of six wines, featuring three grape variety ‘twins’ from different areas of the globe. It has Chardonnay from France and Australia, Merlot from France and Chile and rosé from Italy and California, all priced £4.99.
“One of the aims of the project was to find a fun way of educating consumers,” said Jerry Lockspeiser, Bottle Green’s MD. “It is difficult to communicate with
consumers through the multiples, so we wanted to try to develop some interaction.”
The back label carries a message inviting consumers to e-mail comments on their favourite twin.
The wines, which will be listed in Morrisons from February 13, each have a flavour table on the back label to help consumers uncover the different styles found within the same grape varieties.
“We called it a flavour table instead of tasting notes because we didn’t want to bombard the consumer with wine speak,” said Lockspeiser. “For this reason, we used the words smell and taste instead of aroma and palate.”
He said the company came up with the idea last summer and it evolved the concept with the assistance of Morrisons’ wine team. It is already working on additions to the range using the best known grape varieties.
Bottle Green said its advertising campaign would initially target consumer publications. In addition, it will be working closely with Morrisons to establish an imaginative method of marketing the wines to consumers, which is likely to include in-store sampling and promotional leaflets.
The company said it would also consider offering twin-packs of wine if requested.
Sonya Hook
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