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Blue Nun to relaunch in UK

Published:  28 January, 2011

Blue Nun wines is reaching out to 35-55 year-old women with its UK relaunch ? it aims to position the wines as "unpretentious".

The Langguth Wines-owned German brand decided to relaunch after conducting consumer research before redeveloping wine and packaging.

The campaign, being handled in the UK by Be Communications, wants to reposition the wines as "contemporary, unpretentious, quality wines".

Be Communications director, Angela Farmer said: "The Blue Nun brand has a strong heritage and holds a fascination and intrigue for many consumers young and old.  We plan to tap into this latent affection and take the brand forward without alienating the existing fans of the brand."