Comments on: rosé on ice, anyone?

By: Mona

Mona — Mon, 23 Apr 2007 15:00:01 +0000

Tagline: what about ‘Drape it over ice’ or ‘Looks best on ice’ to support the ‘couture theme.

By: nick mcelwee

nick mcelwee — Sun, 22 Apr 2007 09:53:43 +0000

how about the label reading: “try it over ice” — a softer, more suggestive, permission giving but less pushy tag that gets the point across.

By: DrSnowboard

DrSnowboard — Sat, 21 Apr 2007 05:01:34 +0000

Mmm. Is there such a thing as ‘LEGO’ brand creation? Take a pale imitation of Paul Smith branding as your label, swop rose wine for cider to mimic magners success and call it something vapidly aspirational ‘couture’ rather than ‘emporio blah’ and do you have anything other than an extremely shallow attempt to boost your rose wine sales? Deserves to bomb, but will probably sell well amongst the herd.

By: Eileen

Eileen — Fri, 20 Apr 2007 21:28:01 +0000

There’s always perhaps using the phrase “on the rocks” instead of “on ice”, though I guess it would be for debate to see how that wording works with your target audience. As a female and a bartender who likes her rose & white cold…I like the idea of maybe putting “rocks” in there with the graphic & “Couture”…Maybe something like “Tastes best on the rocks” or “Delicious on the Rocks”?…Needless to say I’ll be keeping an eye out for this bottle

By: Kimber

Kimber — Thu, 19 Apr 2007 20:29:23 +0000

Those graphics really pop. Love, love, love the look.

By: Maddison

Maddison — Thu, 19 Apr 2007 11:23:27 +0000

I just love, love that label on the bottle. Ice in wine, never tried before, but we all need to try something at different least once. Who knows, I might even like it.

By: Thomas Otter

Thomas Otter — Thu, 19 Apr 2007 03:09:07 +0000

Was saying just the same thing myself. A Truman show moment. http://www.redmonk.com/jgovernor/2007/04/18/ice-in-wine-a-south-african-thing-rethinker-marketing-and-it/

By: Manola Marketblanik

Manola Marketblanik — Thu, 19 Apr 2007 01:05:59 +0000

What a nice husband, that Graham! T
he packaging is brilliant. Note how the glasses almost look like stilleto heels … you need to stock Miami Beach shelves with this stuff!
I was turned off by rose until I tried some in Navarra, Spain last year. If it’s good rose, it’s great to enjoy on a hot sultry evening, which is pretty much every night here in Miami.

By: Brandon

Brandon — Thu, 19 Apr 2007 00:55:52 +0000

Hugh,
Just went back, and I was misremembering Riunite a bit–because I was young, not because I over-imbibed in it. “Riunite on ice” was about serving their wines well-chilled. Here’s some vintage ads:
http://riunite.com/aboutus/commercials.html
I think it was actually Boone’s Farm (another low-end wine made with pears) that recommended serving chilled or over ice.
At any rate, I hope it does well–even with the snobs! Nothing would be better on a Hotlanta summer day…

By: Jim

Jim — Wed, 18 Apr 2007 23:54:52 +0000

My wife and I always drink red wine over ice...full-bodied australian reds take the ice quite nicely...along with stormhoek pinotage...I know there are winemakers rolling over in their graves, but we like it...read our review of the review of the pinotage (over ice) here... 3 things I love about the shore... ...

By: Andrew

Andrew — Wed, 18 Apr 2007 22:54:26 +0000

Great looking. Well done

By: Asi

Asi — Wed, 18 Apr 2007 22:32:48 +0000

I can’t wait to get hold of a bottle.
good luck
A.

By: Joe Raasch

Joe Raasch — Wed, 18 Apr 2007 22:18:44 +0000

“Chill it and kill it!“
Free tagline from me to you sir.

By: John Dodds

John Dodds — Wed, 18 Apr 2007 22:10:05 +0000

That is a very smart move. And a terrific label. Idea embodied in
product rather than tacked on like Magniers. And feeding off the ideavirus that is the cider fashion.
Moreover, as others have suggested, in many countries the adding of ice or the chilling of red wine is not completely outlandish so there is an existing pedigree of smartness there as well.
One question — what if you drink it without ice — is it stronger than mainstream rose?

By: Karin

Karin — Wed, 18 Apr 2007 21:51:58 +0000

Hey, I could not care less about the ice issue. What I care about is, the label is beautiful, the name promises myths and delight and I am sure the wine is a knock-out.