Crown Cellars launches new innovative own label wine range

Carlsberg’s wine and spirit division, Crown Cellars, has launched a new range of on-trade exclusive, own label wines to appeal to new wine consumers and they all have quirky names and contemporary packaging – these include the Box of Budgies, a new Zealand Sauvignon Blanc and an Argentinian Malbec called Bone Orchard.
Jonathan Pedley, Crown Cellars Master of Wine say: “Our aim with these new wines is to bring new consumers in to wine and to encourage current wine consumers to trial new grape varieties, and new flavours through fun, appealing, contemporary packaging. The names and labels are designed to stand out and compete not only with other wines but also other categories such as craft beer and cider who have done a fantastic job in bringing new consumers in with appealing language and marketing.”

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