Diageo is targeting younger wine consumers in the US with the roll-out of three new wines

Diageo is targeting younger wine consumers in the US with the roll-out of three new wines

Diageo Chateau & Estate Wines' Stark Raving, Butterfly Kiss, Rose’N’Blum

Category - Wine, US, full details below

Available - From the end of Summer

Location - US, nation-wide

Price - SRP of between US$12 and $14 per bottle

Distribution - Diageo

Diageo's US wine unit has lined up the launch of three new wine brands in the country. Stark Raving, Butterfly Kiss and Rose’N’Blum will be available across the country by the end of the summer.

Stark Raving Red is a blend of Tannat, Zinfandel and other red varietals, while Stark Raving White is a blend of Chardonnay and Moscato. By August, an Argentinian Malbec and a French Cabernet will be added to the Stark Raving line up.

Butterfly Kiss will be available in Chardonnay, Pinot Grigio and Pink Pinot Grigio variants, soon to be joined by a Moscato. Finally, Rose’N’Blum offers a Pinot Grigio and a Pink Moscato.

“The changing demographics in the US offer tremendous opportunity for the wine industry,” the unit said. “Engaging these new wine lovers, who are more likely to drink wine than previous generations, with non-traditional packaging, new blends and less common varietals is essential."