US: Constellation extends Arbor Mist range

By just-drinks.com editorial team | 26 May 2006

Constellation Wines' US arm has extended its range of fruit-driven Arbor Mist wines.

Centerra Wine Co., the producer of Arbor Mist, said yesterday (25 May) that it has launched Orchard Fruits Chardonnay as it looks to capitalise on growing demand for Chardonnay among US wine drinkers.

"Our research showed that consumers loved the blend of apples, other fruits, and Chardonnay. They also loved the Orchard Fruits name because it communicates a refreshing apple taste in a sophisticated way that fits with the Arbor Mist image," said Josie Pagani, director of marketing for Centerra Wine Co.

Orchard Fruits Chardonnay is available in 750ml bottles, priced at around US$3.99, and 1.5l bottles at US$7.99. The launch will be supported by national television advertising and a scratch and win promotion, the company said.

Centerra Wine Co. is a subsidiary of Constellation Wines US.

Sectors: Wine

Companies: Constellation