Accolade Wine is reinvigorating its Californian wine brand Geyser Peak by rolling out new varietals aimed specifically at the UK and European market.
The brand is launching merlot, chardonnay and sauvignon blanc varietals in April, which have been listed in World Duty Free (rrp: 8.99). Three additional wines, a pinot noir, cabernet sauvignon and pinot grigio, will follow in January 2014. The wines are aimed at the mid to premium level, although there are plans to launch two further ‘higher tiers’ for wine enthusiasts and experts in 2014.
The move comes on the back of customer research conducted by Accolade after it bought the Geyser Peak brand from Ascentia Wine Estate in June last year.
Ondine Chattan, director of winemaking at Geyser Peak, said this was the first time the brand had specifically tailored the style of its varietal wine range to suit the export market. “We understand consumers in the UK and Europe are looking for a little more acidity, and a little more tannin and intensity in their wines than the US wine drinker,” she said.
Accolade said there was a significant opportunity presented by the Californian wine category and that the brand has a strong reputation for quality and a loyal domestic following.
“We are confident that our new range, skilfully crafted by our expert winemaker, will appeal to new international consumer audiences as well,” Accolade Wines marketing controller Paul Hillier said.
The company also own Napa-based Atlas Peak and Californian zinfandel producer XYZin.