The new-look packaging and £500,000 campaign are part of its ongoing strategy to appeal to younger wine drinkers.
The revamp is designed to maintain the loyalties of its largely female fanbase, aged 45-plus, as well as recruit younger ‘wine virgins’ who are starting to experiment. “We see Blue Nun as one of those key brands that can bring people into the wine trade,” said Keith Lay, marketing director for UK distributor Ehrmanns. “We think Blue Nun will also appeal to women aged 25-35 who have a high wine consumption but are not interested in complexity.”
The media campaign, which will run across women’s consumer press, outdoor and trade press, as well as a partnership with Ann Summers, will use the strapline: ‘What’s your favourite colour?’ coupled with the slogan ‘Easy Drinking Wines of the World’.
Brand owner Langguth has been working to shed its reputation as a sickly sweet German wine by adding drier international grape varieties, including those from France and Spain, and by moving away from the typical Liebfraumilch style.
Carmen Beyer, Langguth’s international marketing manager, said: “Blue Nun has developed a range of contemporary wines, representing all the favourite colours today’s consumers would like to choose from.”