Stowells and soap star 'demistify' wine

04 September, 2008

Constellation has

produced what it says is the first major celebrity-created wine brand in the UK for its Stowells range.

The company teamed up with Emmerdale star and Hell's Kitchen runner-up Adele Silva to create two wines - a French Merlot/Cabernet and an Italian Pinot Grigio/Chardonnay, both priced 4.46 or three for 11, exclusively in Threshers. The new wines aim to demystify wine for women and drive brand awareness.

The story of how Silva travelled to France and Italy, learned the basics of wine and blended her own range with Constellation's consultant Master of Wine Philip Goodband, has been captured in

internet TV series

Mistress of the Vine.

Clare Griffiths,

vice president of European consumer marketing, said: "Adele is a great ambassador for Stowells as she is approachable, down-to-earth and reflects the brand's personality. The Mistress of the Vine series will help demystify wine and allow Stowells to connect with its core audience of routiners - routine wine buyers - online, where they spend much of their time. The series will drive sales of these limited edition wines at Threshers and serve to raise awareness of the whole Stowells range among

target consumers."




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Reasons to be cheerful

I would like to think my outlook on things is generally optimistic. Perhaps that’s a natural consequence of working with something designed to give pleasure. But recently it has become increasingly difficult to ignore a creeping sense of negativity pervading the British wine trade.

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