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US: Beringer launches bilingual label

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Napa Valley's Beringer Vineyards, part of the Foster's Group, is introducing a bilingual label for its Beringer White Zinfandel. The addition of Spanish on the label and on point-of-sale in retail outlets is indicative of Beringer's commitment to the growing Latino market in the US, the company said.

"It's about time we in the wine industry recognise the importance of the US Latino consumer. Forty percent of Latinos in the US drink wine at least once a week," said Dan Leese, managing director, Beringer Blass Wine Estates. "By offering a multiple language label on our popular White Zinfandel, we are responding to a real consumer need."

"I'm proud to say that the Latino community has been an essential part of Beringer Vineyards' success story since our founding in the late 1800's," said Cristina de la Presa Owens, a key member of Beringer's sensory winemaking team. "It seems very fitting that Beringer Vineyards is now offering a Spanish language label on the country's top-selling bottled wine."

The bilingual version of the Beringer White Zinfandel 750ml will be available in late May 2004 in three states: California, Arizona and Texas. Beringer Vineyards is owned by Beringer Blass Wine Estates, a global premium wine company with wineries in California, Australia and Italy.


Sectors: Wine

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