Makeover for Blue Nun

21 March, 2011

Blue Nun is embarking on another relaunch, with a reformulated version of its flagship blend and new packaging.

The German wine is now being made with Rivaner and Riesling grapes for its Original variant. The brand has previously chosen not to declare which varieties it is made from.

The wine’s marketing team says Blue Nun’s new taste profile “will appeal to the palate of the UK market and offers more body, flavour and depth of fresh fruit flavours”.

Heinz Blümling, winemaker at brand owner Langguth, has worked with Bottle Green’s international winemaker, Nick Butler, to help make the brand more attractive to UK consumers, especially 25 to 45-year-old women.

The newly-presented range also includes Riesling, Pinot Grigio, Dornfelder rosé and Pinot Noir.

The relaunch will be backed by a wide range of national marketing and PR activity including a digital campaign, TV sponsorship and “a partnership with a leading West End theatre production”.

Bottle Green has been the UK importer representing Langguth in the off-trade since June 2009. Cash and carry, convenience and on-trade channels are exclusively supplied by Halewood International and its wine division Chalié Richards.




Bookmark this


Site Search

COMMENT

Richard Hemming MW asks: what’s the next step for indies?

In the not-too-distant future, when all humans are born with inbuilt VR headsets and Trump is Supreme Commander of the Known Universe, how will students of wine look back on the present era of retail in the UK? And, in such a dystopian world, why would anyone care?

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter