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3 million launch for new range

Published:  23 July, 2008

Contellation Europe is launching a new product aimed at 25 - 35 year-old women with a 3 million marketing campaign.

Melbourne Lounge is being rolled out in the on-trade and will be available in the multiples from August.

Clare Griffiths, vice president of brands marketing, Constellation Europe, said: 'We've identified a group of 'high potentials' who are high-spending professionals, increasingly knowledgeable about wine, and tend to be under 35 and female.'

She added: 'The group is extremely valuable to the wine industry as they have a higher than average spend plus are willing to trade up and buy a wine with the image they want.'

The range includes a red, white and ros and will cost 5.99.

The 3m marketing campaign will include national and women's press advertising and a consumer website.