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Blue Nun aims re-launch at younger consumer

Published:  22 March, 2011

German wine brand, Blue Nun has re-launched its range to appeal to the younger consumer.

Owned by Langguth Wines, the aim is to appeal to 25-45 yr old women, whilst growing sales amongst the existing loyal base through a range of quality wines that deliver on taste and are suitable for any occasion.

The new Blue Nun Original white wine, still in its famous blue glass fluted bottle, is now a blend of the Rivaner and Riesling grape varieties.

The brand re-launch also includes a new premium range of four German varietals, including a Riesling, Pinot Grigio, Dornfelder Rosé and Pinot Noir, each with its own distinctive style and character.

Packaging was validated by two rounds of consumer research which included the use of Wine Intelligence's Vinitrac model.

Working with UK Import partners, Bottle Green Ltd, Halewood International and its wine division Chalié Richards, the re-launch will also be backed by a wide range of national marketing and PR activity including a digital campaign, TV sponsorship and a partnership with a leading West End theatre production.