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Winemakers try to appeal to younger, hip crowd
NEW YORK -- Winemakers are uncorking a new take on wines with fun packaging and lower prices. The goal is to make wine more "accessible" to be a more popular choice for young, hip palates exploring beyond beer.
Today, Virgin Group founder Richard Branson will announce Virgin Vines, a wine brand that aims to bring a brash attitude to what has been considered by many a high-brow, rather than hip, product category. The screw-top wines, from a venture by Virgin and liquor company Brown-Forman, are the latest of a new crop trying to woo twentysomethings away from beer and high-end vodka.
"We've got an engaging, edgy, vibrant, fun product," says Virgin CEO Branson. "It may or may not work, but we're going to give it our best shot."
The $23billion U.S. wine industry has been on a roll overall -- with 2004 retail sales more than double 1994, according to The Wine Institute. A Gallup Poll out in July reported 39% of Americans say they choose wine most often when they drink alcohol, while 36% most often drink...
Sorry, this is only a demo article and this is all I have.
Today, Virgin Group founder Richard Branson will announce Virgin Vines, a wine brand that aims to bring a brash attitude to what has been considered by many a high-brow, rather than hip, product category. The screw-top wines, from a venture by Virgin and liquor company Brown-Forman, are the latest of a new crop trying to woo twentysomethings away from beer and high-end vodka.
"We've got an engaging, edgy, vibrant, fun product," says Virgin CEO Branson. "It may or may not work, but we're going to give it our best shot."
The $23billion U.S. wine industry has been on a roll overall -- with 2004 retail sales more than double 1994, according to The Wine Institute. A Gallup Poll out in July reported 39% of Americans say they choose wine most often when they drink alcohol, while 36% most often drink...
Sorry, this is only a demo article and this is all I have.
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I wish there were more.
Anonymous, 09/14/05 |