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LIWF launch - Morgenrot introduces Crash

Published:  22 May, 2012

Wine and beer importer The Morgenrot Group is rolling out a range of premium wines from the emerging Ribera de Guadiana region of Extremadura in Spain under the label 'Crash'.

Launching at the London International Wine Fair, which kicks off today, the wines originate from the Pago los Balancines Bodega and are targeted at the "daring, fun, uninhibited and adventurous" consumer.

The range consists of the "fresh and flavoursome" Crash Blanco made using a blend of Beba, Verdejo and Macabeo; the "vibrant and fruity" Crash Rosada - a Garnacha Negra, Cabernet Sauvignon blend; and the "smooth, warming and aromatic" Crash Tinto - a Tempranillo, Syrah, Grenache, Garnacha Tintorera blend.

The packaging is designed to standout on shelf with pop-art inspired labels featuring six different designs in a case. The wines will be available in both the on and off-trade.

Set up in 2006 by a group of wine enthusiasts, the Pago los Balancines Bodega is in Ribera de Guadiana region and was given a DO in 1999. Its vineyards are nestled between two mountains at an altitude of 400 metres.

The Morgenrot Group's commercial director, John Critchley, said: "Providing a real point of difference when it comes to both taste and packaging, we are confident that they will create real intrigue as consumers increasingly experiment with new dynamic wineries, regions and wine blends."

Visitors to the LIWF can taste the range at stand F60/7.