Blue Nun, the German wine brand trying to update its cheap Seventies image, is launching its first ready-to-drink (RTD) product, a white “wine-crush” called Slinky. The launch will be supported by a £3m marketing and advertising campaign, created by Spirit Advertising.
The news follows close on the heels of the announcement by Scottish Courage of the launch of Bliss, a wine-based RTD which, according to its maker, is the first wine-based premium packaged drink (MW last week). Bliss will be rolled out later this month.
Slinky will be available globally this summer – although in some countries it will be sold as Blue Nun Vinnocence – and will target younger drinkers. The brand will also target female consumers.
Blue Nun marketing director Armin Wagner says: “Slinky is about addressing the lack of innovation in the wine category. The drink aims to attract a younger generation to wine, while at the same time offering the RTD consumer a more sophisticated product.”
With an alcohol-by-volume rating of 5.5 per cent, Slinky will be available in 275ml crown-cap bottles.
Last year, the Blue Nun brand was extended to include a French Merlot and a German Riesling.