|  Danish
brewing giant Carlsberg plans to introduce a new range
of global wines. They have teamed up with a design agency,
SiebertHead, to develop the range. The brand is being
'christened as 'Invenio.'
The Invenio brand will includes an international mix
of fifteen wines from eight different producing countries.
It aims to allow consumers to easily navigate around
the world of wine – the name means "to discover"
in Latin. It is being launched in the UK on- and off-trade
immediately.
Commenting on the new launch, Carlsberg UK wine buyer
Louise Boddington said: "Invenio offers outstanding
, reasonably priced wine from around the world. This
offers our trade customers the opportunity to retail
a range of Old and New World styles at outstanding value
for money for their customers under an on-trade exclusive
label."
Tim Corvin, the Managing Director of SiebertHead adds,
"Often wines from different countries of origin
have their own country style, whereas Invenio needed
to be global, not local."
This is yet another example of the trend of globalisation
in wines that is fermenting around I the wine world.
Lindeman had shocked the Australians a year back with
its decision to buy wine from Chile and sell it in its
own label.
Resource: http://www.thedrinksbusiness.com
This decision of Carlsberg endorses our strong
negative view when the Kingfisher boss Vijay Mallya
had announced his decision to flirt with wines. I had
supported his decision to enter into domestic wine production
but gave Thumbs Down to the beer brand label Kingfisher
for wines. – editor
For the back article visit: http://delhiwineclub.com
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