Crown Cellars Extends Alternative Range To Break Down Barriers In Wine

Crown Cellars, the specialist wine and spirits division of Carlsberg UK, has extended its range of on-trade exclusive own label Quirky Wines following a hugely successful debut in 2016

Recent research into the habits of wine drinkers reveals that there is an appetite for easy to understand, eye-catching labels in a category of vast choice where overly complicated names and sophisticated labelling can quickly alienate young adult drinkers. The trend for alternative and creative labels is already prominent within craft beer and is something that has also migrated over to the wine category.

Curated by wine buyer, Louise Boddington and Crown Cellars master of wine, Jonathan Pedley the seven new additions will enable operators to grab the attention of consumers whilst providing great tasting, credible, quality wines. Breaking down barriers around the typical aesthetic of wine, the additions include Grapeful Dead Chardonnay, an easy drinking white which is livelier than its morbid name, Brightside Cabernet Sauvignon, a light Spanish red that is just as memorable for taste as it is for the dog wearing sunglasses donned on its bright orange label and Dead Man’s Dice Malbec, a spicy skeleton of fruit and fine tannins.

Jonathan Pedley, Crown Cellars master of wine, says: “There is huge competition in the drinks category with many products vying for attention. Our aim with the extension of our Quirky Wines range is to encourage new consumers into the category by making sure what they are looking for is on offer. Every aspect of the new collection has been carefully chosen to stand out in the crowd as well as complement our existing range, and we’re very excited to see the success of 2016 continued this year.”

The Crown Cellars’ 2017/18 Wine Guide is a comprehensive handbook of premium quality wines available to the on-trade.



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