Crown Cellars adds to the Grapeful Dead

Published: 02 November, 2017

Crown Cellars has announced a number of new additions to its on-trade only Quirky Wines range including new varietals releases from the Grapeful Dead and Dead Man’s Dice.

The wine and spirits arm of Carlsberg UK, released the first labels from its “easy to understand, eye-catching” range last year aimed younger drinkers in bars and restaurants.

Under the curation of wine buyer, Louise Boddington and Crown Cellars master of wine, Jonathan Pedley the range is being expanded with a total of seven new launches, including the Grapeful Dead Chardonnay, Brightside Cabernet Sauvignon, Dead Man’s Dice Malbec.

An appetite for pared-down, non-traditional wine labels informed the decision-making process throughout the initial launch, according to Crown Cellars.

They also stressed the need for creative in labelling amid the huge competition in the inmdustry.

“There is in the drinks category with many products vying for attention,” Pedley said.

“Our aim with the extension of our Quirky Wines range is to encourage new consumers into the category by making sure what they are looking for is on offer. Every aspect of the new collection has been carefully chosen to stand out in the crowd as well as complement our existing range, and we’re very excited to see the success of 2016 continued this year.”

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