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| Blue Nun is revitalised
The Blue Nun wine range, owned by Langguth Wines, has beenrelaunched with a refresher fruitier flavour and up-dated packaging design. Blue Nun ‘Original’ white wine, remains in its familiar blue glass fluted bottle, but it is now a blend of the Rivaner and Riesling grape varieties. Previously it was a non-varietal designated wine, the new blend offers more body, flavour and depth of fresh fruit flavours. The re-launch also includes a new premium range of four German varietals, including a Riesling, Pinot Grigio, Dornfelder Rosé and Pinot Noir.The packaging was validated by two rounds of consumer research which included the use of Wine Intelligence’s Vinitrac model. Langguth’s winemaker, Heinz Blümling, worked with Bottle Green’s international winemaker, Nick Butler, to ensure the wine was craftedto appeal to the UK consumer’s palate requirements and to help bring the brand to a younger consumer, predominantly 25-45 yr old women, whilst still aiming to grow sales amongst the existing loyal base. Working with UK Import partners, Bottle Green, Halewood International and its wine division Chalié Richards, the re-launch will also be backed by a wide range of national marketing and PR activity including a digital campaign, TV sponsorship and a partnership with a leading West End theatre production. Blue Nun is sold in over 80 countries worldwide and remains a key player in the global market. The new Original will be available in all its UK stockists from April. In the UK, Blue Nun sells over 31,000 bottles each week, and is in strong 14% volume and 20% value growth (MAT to January 2011 from AC Nielsen). This is at a time when German sales in the UK are in free-fall at – 16% by volume at September 2010 (MAT volume AC Nielsen). Bottle Green Wines has been the UK Importer representing and working with FW Langguth in the off-trade since June 2009. Cash & Carry, Convenience and on-trade are channels exclusively supplied by Halewood International and its wine division Chalié Richards, Liverpool
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