Blue Nun, the German wine attempting to update its image, is linking up with G Costa’s Blue Dragon Foods brand to promote the idea that it is a good accompaniment to Oriental food. The tie-up is part of a bigger move by Langguth Sichel, Blue Nun’s brand owners, to change the image of the wine, which has long been seen as a cheap Seventies brand.
Spirit Advertising has created an on-pack promotion offering money-off coupons redeemable against Blue Nun or Blue Dragon products, as well as the chance to win a cooking holiday to Thailand.
The promotion breaks in September. Langguth Sichel marketing director Armin Wagner says: “Blue Nun is very popular in the Far East when served with spicy oriental dishes. With this promotion we hope to communicate to consumers that, although Blue Nun is delicious on its own, it is also the perfect match for oriental and spicy foods.”
Blue Nun ceased to be a Liebfraumilch six years ago and is now a Qualitatswein. The brand has also being extended to include a French Merlot and German Riesling.
Last year, it ran a provocative poster campaign featuring two women in an intimate pose sipping glasses of wine (MW December 6, 2001).