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June 8, 2012 NEWS ABOUT HELP PUBLICATIONS SUBSCRIBE to SND EXCLUSIVE: Diageo Chateau & Estate Reshapes Portfolio, Focuses OnMillennial Segment With Trio Of New Wine Brands June 6, 2012 Diageo Chateau & Estate Wines (DC&E) is aggressivelytargeting millennial consumers with the launch of three new winebrands featuring colorful names, eye-catching packaging, screwcapclosures and prices in the $12-$14 range. The new brands Butterfly Kiss, Rose n Blum and StarkRaving will begin shipping to distributors on Monday. Diageoexpects to sell more than 100,000 cases of each of the new brandsby year-end. We have a large population of younger wine drinkers that are farless influenced by wine traditions and rules. They grew up withwine as part of their families lifestyle, and they are fearlessin their selections, says DC&E president Greg Kryder. Weaim to create wines that fire that enthusiasm and satisfy thatcuriosity. Butterfly Kiss and Rose n Blum are both aiming for the femalemillennial demographic. Butterfly Kiss s range includes a PinotGrigio, Pink Pinot Grigio and Chardonnay, all produced inCalifornia. In August, the brand will add a Chilean Moscato.Rose n Blum, created by winemaker John Kane of Rosenblum Cellars,features a Pinot Grigio and Pink Moscato. Stark Raving, also created by Rosenblum s Kane, targets malemillennial consumers. It currently includes red and whitenon-vintage California blends, and the line will add an ArgentineMalbec and a French Cabernet within the next few months. DC&E is marketing its new entries with a through the line approach, said Kryder. The company is planning an extensivein-store tasting initiative for the brands all of which will befocusing on the off-premise and national on-premise accounts andwill also support them with an array of PR efforts. One of the largest U.S. wine marketers with annual sales of around4 million cases, DC&E has been relatively quiet in recent yearswhile competitors have aggressively gone after millennial consumerswith new brands. With the launch of its new trio, though, thecompany has made a major play of its own. We have a new strategyaround growing our heritage wines like Beaulieu Vineyard, Sterling,Provenance, Chalone, Acacia, Hewitt and Rosenblum, while alsobuilding a lifestyle wine portfolio that targets a differentconsumer, said Kryder. Going forward, we will now have twoprongs to our business. Tagged : Diageo , wine Previous : Brown-Forman Sales Up 6% In Full Year Next : News Briefs for June 7, 2012. I am an expert from screen-protectivefilm.com, while we provides the quality product, such as Cell Phone Leather Cases , China Universal Portable Power Bank, Screen Protective Film,and more.
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