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MarketWatch: Diageo Chateau & Estate Wines Announces Three New Wine Brands

June 19, 2012


From MarketWatch:

Diageo Chateau & Estate Wines announces three new innovation wine brands to the extensive DC&E portfolio. Today, DC&E begins shipping Stark Raving, Butterfly Kiss and Rose'N'Blum wines, with nationwide distribution expected by the end of the summer. Inspired by the enthusiasm, and less traditional choices, of today's Millennial and GenX wine lovers, these wines deliver intriguing blends and varietals, at exceptional value with suggested retail pricing of $12 - 14.

The changing demographics in the United States offer tremendous opportunity for the wine industry. Engaging these new wine lovers, who are more likely to drink wine than previous generations, with non-traditional packaging, new blends and less common varietals is essential. They have shown a desire to experiment, a willingness to be whimsical - and yet still attach a value proposition to their choices. Stark Raving, Butterfly Kiss and Rose'N'Blum are our winemakers' expressions of this new freedom to experiment - free wheeling and fun, yet with solid quality and exceptional value.

"We realize that younger wine drinkers are far less influenced by wine traditions and "rules". We have a large population of wine buyers that turned 21 after the Millennium, they grew up with wine as part of their families' lifestyle, and they are fearless in their selections," says Greg Kryder, DC&E President. "For instance, millennial men are turning to interesting wines, on the same occasions, and with the same regularity that they may order craft beer. We aim to create wines that fire that enthusiasm and satisfy that curiosity."

Stark Raving, wines by winemaker John Kane of Rosenblum Cellars, is a line of wines inspired by the idea of "going rogue". A firm belief that experimentation, unusual blends and sourcing, and a little touch of madness can lead to crazy good wines. Stark Raving Red is a big, juicy, novel blend of Tannat, Zinfandel and other red varietals. Stark Raving White is a full bodied, curvaceous blend of Chardonnay and Moscato. By August, Kane plans to add a Malbec from Argentina and a French Cabernet to the Stark Raving line up. Stark Raving labels, inspired by "retro-futuristic" design elements, convey a sense of time-hopping irreverence toward history and culture. For more information about Stark Raving, and to view the Stark Raving video, visit www.starkravingwines.com .

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