Brown Brothers targets younger drinkers

27 March, 2014

Australia’s Brown Brothers has launched a range targeted at 22 to 44-year-olds.

The 18 Eighty Nine brand is kicking off with two varietal wines – Sauvignon Blanc and Cabernet Sauvignon 2013 (rrp £12.99) and is available to independent retailers and the on-trade.

The Sauvignon Blanc is the first wine in Brown Brothers’ portfolio to be sourced entirely from new vineyards in Tasmania.

UK brand manager Emma Clark said: “The 18 Eighty Nine range is all about enjoying and sharing wine with friends. We feel that the range labels really reflect this sentiment in their design and overall feel, so are confident that this wine range will catch the eye and appeal directly to our target consumers.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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