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Millennial Target

VINTAGE POINT TARGETS MILLENNIALS WITH HIP, STYLISH GROWTH BRANDS

New Import and Domestic Brands are Right in Step with Today’s Wine Trends

March 26, 2012 – Sonoma, CA— Targeting the finicky millennial wine drinker is a goal of many wine brands but doing it right involves an elusive combination of quality and style. With proven success launching hot new brands – specifically those aimed at a younger demographic – Vintage Point turns up the volume this spring, unveiling a racy New Zealand Sauvignon Blanc, an Argentine Malbec, a Spanish Garnacha, an irreverent Cabernet Sauvignon blend and a playful California red blend, among many others. Each new introduction perfectly answers a stated consumer preference and is in step with today’s wine trends. The new wines, which are slated to debut at the annual WSWA convention in Las Vegas on April 3rd, will be available to a national audience later this spring.

“Vintage Point prides itself on discovering unique and sophisticated brand stories. This year, a renewed focus on imports reflects our passion for discovery and our understanding that the millennial consumer is one of the most important targets for our growth brands,” said David Biggar, President of Vintage Point.

Makara, a Sauvignon Blanc from Marlborough, New Zealand, will start shipping next month. The striking front label was inspired by the tropical paintings of Paul Gauguin and depicts a white flower with bright orange background. Vineyard sources were predominantly from warmer, more inland parts of the Wairau Valley that provide a more racy style of New Zealand Sauvignon Blanc, with uniquely fuller, richer fruit flavors. Tropical notes add complexity and body. The wine will retail for $11.99.

Mountain Door, a Malbec from Argentina will also release in April. The Mountain Door label reflects a painting of a rural Bodega in the Andes foothills. Made exclusively for the American market in a modern style, and retailing for $9.99, Mountain Door pinpoints a hot growing varietal in the #1 price point in the category.

If You See Kay is a Cabernet Sauvignon blend made by Jayson Woodbridge of Hundred Acre and Layer Cake with grapes sourced from top vineyards in Lazio, Italy. The bold, seductive, adventurous packaging and wine style is aimed squarely at today’s young, irreverent wine drinkers. The eye-catching label features a striking painting of a heavily tattooed woman in a roadster. The wine will retail for $19.99 and will be available this summer.  A Layer Cake Garnacha from Calatayud, Spain, is also set to release in June.

Rounding out the new import brands is Lo Nuevo (Spanish for “the new”)—a brand that reflects the cultural life of modern Spain: a marriage of innovation and history. Releasing in April and priced at $9.99, Lo Nuevo is a modern style of wine made from estate-grown, ancient vines (all are eighty to one hundred and forty years old). The contemporary packaging reinforces the brand concept with a vibrant, artistic design.  Lo Nuevo will feature six varietals from estate-grown vineyards: a Garnacha, a Merlot, a Verdejo and a Monastrell-Syrah priced at $9.99; and an Albarino and a Tempranillo priced at $14.99.

On the domestic side, a new offering from Vintage Point partner and Luna Vineyards winemaker Tom Peterson aims to leverage a huge growth trend in wine blends. Peterson has crafted two blends called “Lunatic”— an affectionate reference to the founders of the winery as well as its many loyal customers. The red is a blend of Sangiovese, Cabernet, Zinfandel and Souzão. The white is a blend of Albarino, Malvasia Bianca and Chardonnay. Each blend is sourced from very small, unique vineyard sites in California planted to an eclectic group of varietals.

With several new international ventures and a new California brand debuting this year, Vintage Point continues to build on its strong leadership position in the industry. In 2011 the firm added such iconic wineries as BR Cohn and Gary Farrell to its collection of luxury wine producers.

About Vintage Point
Formed in March 2006, Vintage Point offers a full range of winery services and a national sales and marketing team that specialize in channel management, placing luxury wines in the optimal retail and restaurant outlets.  Vintage Point’s domestic and international clients include Jayson Woodbridge’s Cherry Pie, Hundred Acre and Layer Cake, as well as Educated Guess, Garnet Vineyards, Gary Farrell Winery, Goose Ridge Vineyards, Moone-Tsai, Luna Vineyards and Hidden Ridge, among others. Vintage Point Partners David Biggar, President, and Tom Peterson, Chief Operating Officer, emphasize that “Partners in Wine” signifies not only their own partnership, but the many partnerships they have formed with the luxury wine trade.  

Vintage Point is located at 564 Broadway, Sonoma, CA  94576 and can be reached via phone
(707) 939-6766 or fax (707) 939-6765. www.vintagepoint.com.

VINTAGE POINT CONTACT
David Biggar
707-939-6766 (ph)
707-738-5106 (cell)
David.Biggar@vintagepoint.com

MEDIA CONTACT
Laura Shear
The Barn Group
415-848-8111 (ph)
Laura@BarnGroup.com       

 

 
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