Crown Cellars extends Quirky Wines range ‘to break down barriers’

03/11/2017 - 07:00
Hoping to “break down barriers in wine,” Carlsberg UK’s wine and spirits division, Crown Cellars, is expanding its ‘Quirky Wines’ range with the launch of seven new additions.

Including ‘Grapeful Dead Chardonnay,’ ‘Brightside Cabernet Sauvignon’ and ‘Dead Man’s Dice Malbec,’ curators Louise Boddington and Crown Cellars’s master of wine, Jonathan Pedley hope “the seven new additions will grab the attention of consumers whilst providing great tasting, credible, quality wines.”

Pedley added: “There is huge competition in the drinks category with many products vying for attention. Our aim with the extension of our Quirky Wines range is to encourage new consumers into the category by making sure what they are looking for is on offer.

“Every aspect of the new collection has been carefully chosen to stand out in the crowd as well as complement our existing range, and we’re very excited to see the success of 2016 continued this year.”

It news also accompanies recent research into the habits of wine drinkers, which revealed that “there is an appetite for easy to understand, eye-catching labels in a category of vast choice, where overly complicated names and sophisticated labelling can quickly alienate young adult drinkers.”

Having launched in 2016, Crown Cellars’s own label Quirky Wines is available exclusively to the on-trade, with the seven new variations listed below:

  • Grapeful Dead Chardonnay
  • Grapeful Dead Shiraz
  • Clockwork Raven Sauvignon Blanc
  • Dead Man’s Dice Malbec
  • Brightside Pinot Grigio
  • Brightside Cabernet Sauvignon
  • Brightside Zinfandel Rosé

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