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Posted: Wednesday, October 21 2009. 10:38

Here Comes the Sun-It’s All Right

The media power being unleashed in the wine market seems to be the new mantra with the top British newspaper daily The Sun bringing out it own wine label, on the heels of the social website Twitter introducing a wine ostensibly for a social cause.

Here Comes the Sun-It’s All Right. The lyrics of the famous Beatles song ring bells with the tabloid claiming to be the first newspaper in the world bring out its own wine label. It has teamed up with the UK supermarket giant Asda to produce an exclusive new wine, aptly named - Vin du Soleil- wine of the sun.

The newspaper’s wine writer, former England rugby star Brian Moore has worked with the sun-soaked Languedoc region producer to select the grapes and the blend, and supervised every stage of the dry white's production.

The blend of Vermentino and Viognier, is being sold by ASDA at a retail price of under £5 a bottle.

‘I was given a unique insight into mass market wine-making when The Sun invited me to work with Asda to create the special vintage,’ says the wine writer for the tabloid.

‘The region's rich soil is perfect for producing chardonnay, Viognier and sauvignon blanc grapes, as well as the less well-known Vermentino. I had to produce a quality tipple that would stand up to anyone's scrutiny, but also take a few risks. I settled on an unusual Vermentino-Viognier blend. Also helping us were renowned producers Scali who have been making wine for more than 100 years.’

It could be a good idea to consider for our indigenous media and newspapers to promote their own labels too. Although a newspaper like Times of India may have missed the opportunity to be the global first, its all right to bring out a TOI wine. It will help increase wine awareness and consumption. 

Read more from Moore:

       

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