By Alice Tilley

North Lake Wines has introduced a California wine brand called Smashed Grapes. The move is an effort to entice younger wine drinkers to premium brands, the company said.

The new line, from a division of Constellation Wines US, includes a Chardonnay, a Pinot Grigio, a Merlot and a Cabernet Sauvignon and has a suggested retail price of US$9.99 per 750 ml bottle. 

Bethany DiSanto, marketing director for Smashed Grapes said: "New and emerging wine consumers increasingly are embracing premium and super-premium wines as part of their lifestyle."

Smashed Grapes will be colour-coded by varietal and sealed with a screwcap closure for easy opening.

Speaking of the target market sector, Bethany DiSanto said: "Many are savvy young professionals who value quality and like good wine, but dislike the stuffiness and ritual often associated with it. The message of Smashed Grapes is that enjoying premium wine can be simple, fun and non-pretentious."