Melbourne Lounge is described as the first wine launched in the UK to be aimed at the style bar, which supplier Constellation Europe regards as an untapped opportunity. The Australian tipple is inspired by the style bars of urban Australia and the labels and text reflect the urban lifestyle of young bar-going professionals rather than the more traditional Australian imagery.
Aimed to appeal to female customers aged between 25 and 35, Melbourne Lounge is available as a Cabernet-Merlot blend, a Chardonnay-Pinot Grigio blend and as a ros‚. The labels replicate the art nouveau floral flock wallpapers currently enjoying a renaissance, and a Wine Find tear-off strip that includes the brand logo and details of the varietal will help consumers locate the brand easily in bars.
Melbourne Lounge will be backed by a £3m marketing investment to include outdoor and national press advertising targeted at female fashion-focused publications. There will also be a consumer website launch and customer-specific promotions. The 75cl bottles are sold in cases of six.
To buy it, call 01483 690 000Constellation Europe