UK release for Electric Sky wine range
A range of single serve wines with its roots in the music business is making its way to the UK.
Electric Sky has been launched in the US in a partnership with Interscope Records, the company whose roster of acts includes Lady Gaga and Imagine Dragons.
The brand will be launched into UK retail by Origin Wines in September and will be supported by a presence at festivals and concerts including Nocturne, Love Supreme, Sundown and Reload.
The range comprises Italian Pinot Grigio from Veneto and French Rosé from Languedoc in 25cl cans, and DOC Prosecco in a 20cl bottle with a crown-cap closure.
All the wines will be available as singles and four-packs,
Origin sales director John Woodriffe said the company had received “a lot of positive interest” when it showed the products to buyers at last month’s London Wine Fair.
Electric Sky is aimed at younger wine drinkers and Origin said that millennials account for 35% of wine consumers in the UK, 43% of wine volume sold, and 50% of wine spending.
James Hubert, chief executive of Electric Sky, said: “We set out to disrupt and challenge the outdated rules of the traditional wine world.
“We want to make quality wines that are refreshing and accessible wherever people come together to have fun and connect.
“We believe that the younger wine consumer will embrace this new approach and is ready for a brand that understands their needs, and can engage with them directly with music-centric experiences they enjoy.”
Daniel Sena, head of strategic marketing at Interscope, added: “Music is such a seminal part of Electric Sky's DNA.
“In so many places where music is consumed, wine is also consumed. So, our goal was to create a premium wine that could complement the music lover's on-the-go lifestyle.”