Blue Nun gets new look and wines
Blue Nun wine has been re-launched and repackaged in an effort to reignite interest in the brand and take advantage of the trend for low alcohol wines.
Speaking exclusively to The Publican's Morning Advertiser, Blue Nun brand owner Langguth Wines said the £750,000 global re-launch will involve a new look and new wines.
Blue Nun 'Original' white wine, previously both a German table wine from the Rhine region and prior to that a Liebfraumilch, now becoming a blend of the Rivaner and Riesling grape varieties. Also as part of the brand's makeover, a set of new German Varietals including a Riesling, Pinot Grigio, Dornfelder Rosé and Pinot Noir will be added to the Blue Nun range.
"Blue Nun has struggled before, but in the last year has seen substantial growth. I see Blue Nun as a perfect match for the growing discussions about lower alcohol wines, because it is about 10% ABV and so a good fit for people that want that," said Langguth Wines export director Armin Wagner.
To support the re-launch, Blue Nun, which is distributed to the UK on-trade by Halewood International, will be backed by a wide range of national marketing and PR activity including a digital campaign, TV sponsorship on the TCM channel and a partnership with a West End theatre production.
