Distributors and brand strategists behind Blue Nun are praying for a turnaround in image and sales as the retro wine brand embarks on a global marketing drive. UK distributor Ehrmanns and brand owner Langguth Wines & Spirits have increased Blue Nun's UK marketing budget by 50% to £1.5m. This is part of a new campaign ­ devised by Spirit Advertising ­ to reposition the brand globally. The core product Qualitätswein was relaunched in 1997 in a blue bottle and new variants have since joined the range. A Merlot has been available in the Tesco and Sainsbury stores in Calais and through some wholesalers. And a dry Riesling style is about to be listed by Sainsbury. It is now being shipped and should be instore next month. In other markets the range spans seven products, including a sparkling white containing 22 carat gold leaf flecks (but this is not available in the UK). Brand manager at Ehrmann's Tony Hancock said the new strategy for the brand would focus on getting closer to consumers. "Research shows consumers do not consider it as a German brand, which is a good thing. The liquid in the bottle is made with New World techniques and has a much fruitier style than before. Most people have fond memories of the wine and the younger generation have no memories of it at all." The new "Moments" campaign will run on posters and in women's press this summer. And a neck collar promotion on the Qualitätswein will offer the chance to win a Blue Lagoon holiday in Thailand. {{DRINKS }}

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