Geyser Peak set for international roll-out

UK wine company Accolade Wines is set to launch its new Californian wine, Geyser Peak, into international markets with an extended range and enhanced packaging.

Recognising the significant opportunity presented by the Californian wine category, Accolade Wines acquired Geyser Peak from Ascentia Wine Estates in June last year. Since then, the company has carried out market research in order to craft a new range of wines specifically dedicated to the UK and European markets.

As a result, a varietal tier comprising a Merlot, Chardonnay and Sauvignon Blanc, will launch into international markets from July 2013. Three additional varietal wines; a Pinot Noir, Cabernet Sauvignon and Pinot Grigio, will complete the range in January 2014. In addition, two higher tiers will launch in 2014, appealing to ‘confident enthusiasts’ and wine ‘experts’.

The brand will also see a packaging refresh across the three tiers, with labels designed to relect its premium quality and heritage, which dates back to 1880, as well as the rich, rugged landscape of Geyser Peak. All three are under screwcap.

Marketing controller at Accolade Wines, Paul Hillier, says: "We believe the new Geyser Peak range presents an exciting opportunity for consumers looking for mid-range to premium level Californian wines. The brand already has a strong reputation for quality and a loyal consumer following in its domestic market and we are confident that our new range, skilfully crafted by our expert winemaker, will appeal to new international consumer audiences as well.”

Ondine Chattan, director of winemaking at Geyser Peak, said this was the first time it had specifically changed the style of its varietal wine range to suit a particular export market. "We understand consumers in the UK and Europe are looking for a little more acidity, and a little more tannin and intensity in their wines than the US wine drinker."

The varietals range will be available in World Duty Free from April 2013, with an RRP of £8.99 for a 75cl bottle. Further listings are to be announced.

8 April 2013 - Felicity Murray