|PLB adds new rosé to German range|
|Wednesday, 24 September 2008 15:13|
PLB has extended its d:vine range from Germany, which it co-owns with Moselland, with the addition of a Pinot Noir Rosé QbA 2007. Targeted at the Off-Trade, it joins the Pinot Grigio QbA 2007 at an RRP of £4.98.
d:vine was developed by PLB and UK-based design agency Dare! in a bid to help shake up Germany's performance in the UK retail sector. Produced by Moselland, Germany's largest co-operative exporter, each wine in the four-strong range* has been given a taste profile designed to fit with current Consumer trends as identified by PLB.
"We see d:vine as the UK's first completely market-driven brand from Germany," comments PLB's Paul Shelton. "Rosé wines are currently at the core of changing Consumer consumption patterns, so we have introduced a wine which extends the appeal of the d:vine brand and promotes the ‘new' Germany."
The grapes for the d:vine Rosé have been selected from Moselland's 419 hectares in the Pfalz region. Head Winemaker Mathias Krämer has deliberately given the wine a drier style, capping the residual sugar at 8 g/l. "Everything is about moving as far away as possible from the old-fashioned traditional view of German wines, so we have ensured the brilliant strawberry and raspberry fruit flavours of the Pinot Noir varietal aren't masked by needless sweetness," concludes Shelton.
With 2,350 hectares under vine and 3,200 member-producers in the four major vineyard regions of Germany, Moselland is one of the largest producers of Riesling in the world and has experience of creating market-specific brands both in the US and Europe.
*Also available: QbA Rheinhessen blend at RRP £3.99 and QbA Riesling at RRP £4.99.
Source: Emma Wellings PR on behalf of PLB