Clink Wines in NZ joint venture with Kiwi-Oeno

Clink Wines has formed a global joint venture with award-winning winemaker, Matt Thomson, MD Kiwi-Oeno.  With the aim of injecting “innovation and excitement into a tiring single varietal category,” The Paddler will be the venture’s first launch, with a strategic focus on exclusive, popular varietals not readily available from New Zealand.

“We are thrilled and honoured to be part of a joint venture with such an outstanding winemaker as Matt Thomson," says Catherine Monahan, MD Clink Wines.   "Our goal is to create award-winning wines that thrill, that capture people’s attention and that truly bring to life the soul, excitement and spirit of New Zealand.”

The Paddler comprises the following wines (all Marlborough): Sauvignon Blanc 2009 Wairau, RRP £7.99, Sauvignon Blanc 2009 Dillon’s Point, RRP £9.49, Pinot Gris 2009 RRP £8.99, Riesling 2009 RRP £9.49, a Pinot Gris/Riesling/Gewürztraminer blend 2009 RRP £9.49, Pinot Noir 2008 RRP £11.99. 

The brand has been created to appeal to 25-60 year-olds who enjoy activity sports, love NZ wine and are interested in trying new varietals, and who have a passion for engaging one-to-one with a winemaker.

The brand is packaged in screwcap, with elegant, classic labels that communicate a premium feel, and a brand logo comprising kayak paddles in an upward movement, mirroring the fern of New Zealand – the goal being to tap into and reinforce consumers’ subconscious awareness of the country’s long-established fern logo.

"I’ve been splitting my passion between World Championship kayaking and wine making for about 17 years now and I’ve learnt a few tricks along the way, including staying upright doing both. My passion, together with my top growers, is to produce grapes that have the magic locked within. We’re delighted to be working alongside Clink Wines and our goal is to produce wines that lead, not follow,” says Matt Thomson MD and chief winemaker, Kiwi-Oeno.

The brand will be supported via a blog (where consumers can talk directly to/ write directly to Matt Thomson) and website with a focus on extreme sports, trips to NZ and interactive information and competitions online; twitter, facebook and a video marketing campaign comprising a challenge between ten of NZ and the UK’s extreme sportsmen, who will compete across 10 different extreme sports and learn how to make wine. 

The Paddler will also sponsor the NZ Kayaking Championships, a number of global extreme sports events and there are discussions underway to tie up with The Extreme Sports Channel in the UK.  In addition, a joint partnership is being set up with the NZ Tourism Board to promote New Zealand in the UK via marketing activities with The Paddler wines.

The Paddler will be available across both the off trade and on-trade sector in the UK, with significant promotional support via store manager/staff incentives and consumer promotional marketing activities.  The brand will also be distributed across Europe, Asia, Canada, New Zealand and the US (US$13-20).

December 09

1 December 2009 - Felicity Murray