Crown Cellars, the specialist wine and spirits division of Carlsberg UK, has extended its own-label range of Quirky Wines which are exclusive to the on-trade.
Tapping into consumers’ appetite for easy-to-understand, eye-catching labels, the seven new additions aim to break down barriers around the typical aesthetic of wine, building on the successful launch of Quirky Wines last year.
They include the Grapeful Dead Chardonnay from south-eastern Australia which is described as an easy-drinking white that is livelier than its morbid name. The Brightside Cabernet Sauvignon is a light Spanish red with a dog wearing sunglasses on its bright orange label while the Dead Man’s Dice Malbec from Mendoza in Argentina offers a spicy taste of fruit and fine tannins.
The new wines were curated by wine buyer Louise Boddington and Crown Cellars’ master of wine, Jonathan Pedley. It follows the trend for alternative and creative labels that is prominent within craft beer and migrating over to the wine category.
Jonathan said: “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.”