Crown Cellars extends Quirky Wine range

By Nikkie Sutton

- Last updated on GMT

Extended choice: new additions to the range
Extended choice: new additions to the range

Related tags: Cabernet sauvignon

Carlsberg UK wine arm Crown Cellars has extended its on-trade-only Quirky Wines after its debut last year.

The wine company stated that drinkers have an appetite for easy-to-understand, eye-catching labels in a category of vast choices where overly complicated names and sophisticated labelling can quickly alienate young adult drinkers.

The trend for alternative and creative labels is already prominent within craft beer and is something that has also migrated to the wine category.

Attention grabbing

Wine buyer Louise Boddington and Crown Cellars master of wine Jonathan Pedley curated the seven new additions, which will enable operators to grab the attention of consumers.

The additions include Grapeful Dead Chardonnay, Brightside Cabernet Sauvignon and Dead Man’s Dice Malbec.

Pedley said: “There is huge competition in the drinks category with many products vying for attention.

“Our aim with the extension of our Quirky Wines range is to encourage new consumers into the category by making sure what they are looking for is on offer."

New collection

He added: “Every aspect of the new collection has been carefully chosen to stand out in the crowd as well as complement our existing range and we are very excited to see the success of 2016 continued this year.”

Meanwhile, Crown Cellars broke its spirits portfolio away​ into a separate segment of the business following the launch of a focused magazine – Spirits​.

The publication carries analysis and insight about the spirits segment. An overview of the spirits market is also provided in the issue, leading on insight, opinions and the latest trends as well as interviews with those in the on-trade and spirits producers.

Alongside the magazine launch, Crown Cellars also revealed new spirits category themes, which identified vodka, blended whisky and Tequila as key spirits choices under the banner of ‘category reappraisal’.

Related topics: Wine

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