As part of a global implementation, wine brand Blue Nun has re-launched its range of wines, introducing what the brand considers to be fresher and fruitier styles and a new packaging design.
The brand has capitalised on the heritage of its owners, Langguth Wines, and international wine makers to create a range of wines that aim to deliver on taste and suit 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.
Previously a non-varietal designated wine, the Rivaner Riesling blend has been crafted to create a wine that appeals to the palate of the UK market and offers more body, flavour and depth of fresh fruit flavours than before.
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 style and character.
Blue Nun is sold in over 80 countries worldwide and is keen to remain a key player in the global market.
The new Original will be available in all its UK stockists from the beginning of April onwards.
Although the current harvest in Germany is the smallest for 25 years, estimated volumes are down 40%, Langguth have forged ahead with the re-launch and have heavily invested in the new wine styles and packaging design.
The packaging was validated by two rounds of consumer research which included the use of Wine Intelligence’s Vinitrac model.
Langguth’s winemaker, Heinz Blümling, has worked closely with Bottle Green’s international winemaker, Nick Butler, to ensure that the wine is crafted for the UK consumer’s palate requirements and to help bring the brand to a younger consumer, predominantly 25-45 yr old women, whilst still aiming to grow sales amongst the existing loyal base.
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.
In the UK, Blue Nun sells over 31,000 bottles each week, and is in 14% volume and 20% value growth (MAT to January 2011 from AC Nielsen).
This is at a time when German sales in the UK are in free-fall at – 16% by volume at September 2010 (MAT volume AC Nielsen).