Halewood launches new Romanian wine brand

29 September, 2014

Halewood has launched a new Romanian wine brand called Surprisingly Good as it seeks to challenge perceptions about the quality the nation’s winemakers can offer.

It includes a Pinot Noir and a Chardonnay, both retailing at £5.99, and has already gained a listing at Morrisons.

The launch follows a 2013 marketing campaign also called Surprisingly Good that urged shoppers and the trade to reappraise Romanian Pinot Noir.

Wine marketing manager Fran Draper told OLN: “It looks so striking visually and it stands out on shelf.

“We are now starting to take it to other retailers. We want to see what the reaction is and build it up slowly. It is predominantly for the multiples but we will then take it out to cash and carries and try to get it into off-licences.

“We see it as a big brand. We will back it with social media campaigns and by taking it to consumer events like Three Wine Men.”




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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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