AUSTRALIA: Wicked Wines Flirt with an international roll-out of Lust
Watch out world, the Australians are making wine fun! One of the most colourful stands at Wine Australia 2000 in Melbourne hosts Wicked Wines - a division of BRL Hardy.
The brightly coloured bottles have intriguing names like Flirt and Lust and come with promotional advertising that is of the Ally McBeal school of design.
But Wicked is not just a marketing gimmick. The wines are good quality and have been made with a specific audience in mind.
Flirt is a sparkling wine and a blend of three grape types. It is very fruity with none of the acidity of traditional sparklers.
Lust (aka Fruity White Tingle) is stunningly sweet and made from Frontignac grapes. It is only 5.5% alcohol as much of the sugar has been left in the wine.
Envy is a straight forward Chardonnay and Greed is Shiraz.
What all the wines have in common is that they are relatively high in sugar content because they are designed to appeal to untrained and novice pallets.
But these wines are not frivolous purchases. At A$10 to A$12 a bottle they are in the same sort of range as Hardy's Nottage Hill and significantly more than a bottle of Orlando Wyndham's Jacob's Creek.
"We want to attract people with the bottles and the marketing but we also want to give them a good wine to encourage them to come back," says brand manager Denys Hornbrook.
"This is what we call a concept brand and it is a response to the need to attract young and novice wine drinkers. The wine industry is not doing enough to grow the wine market and while we have had some negative comments from rivals we at least are doing something and it is proving very successful."
"We originally thought the demographic for Wicked would be 20 to 32 year old females and while the consumers are overwhelmingly female it appears to be the young at heart rather than just the young that are buying it.
"We have already sold out of Lust and we have plans to introduce more grape varieties under new names.
"We have been using the internet to market the wines and the labels encourage drinkers to go to the website. We have also been giving away stacks of merchandise to help build a reputation."
Wicked is only available in Australia and New Zealand at the moment but Hardys is looking at an international role out starting with Canada in February.
"We are accessorising wine and while we have spent a lot developing this we are already on the way to recouping the investment. You wouldn't believe the number of letters I've had from people who are just raving about it - and they would only do that if it was good wine."
The global roll-out of InBev's Brazilian beer, Brahma, adds a third premium brand to the global brewer's international portfolio but some observers have suggested it's an unnecessary step which threat...
Brasserie Kronenbourg has clarified earlier reports about its entry into the low alcohol beer sector in France....
Costs relating to alcohol abuse in Sweden are on the rise, according to research out this week....
Police in eastern Kenya have said that at least 24 people died on Saturday after drinking illegally produced alcohol....
According to a recently published study, people who drink alcohol may have a lower risk of developing a type of cancer which affects the lymphatic system known as non-Hodgkin lymphoma (NHL)....
Diageo is calling for facts labels to be placed on alcohol beverages in the US....
Kenyan authorities are to ban beer and spirits advertising from television and billboards in the country, according to a local report late last week....
Post-menopausal women who consume even moderate amounts of alcohol may face an increased risk of breast cancer, according to a comprehensive US study....
- No Home Comfort for TWE as Bids Collapse
- Treasury Wine Estates: Here I Go Again On My Own
- Bacardi Seeks Own History at Bombay Sapphire Home
- Will low-alcohol wines wither on the vine?
- Private-equity bids "over" - TWE head
- Diageo's Johnnie Walker hit by Travel Retail slump
- Carlsberg suspends production at Russian brewery
- Treasury Wine Estates pulls plug on takeover talks
- Anheuser-Busch InBev shuts fourth Russian brewery
- Mallya stays chairman at Diageo's United Spirits