Pink Panther preparing to pounce

20 April, 2007

Producers of a Pink Panther branded rosé say they will seek advice on responsible marketing from the Portman Group before launching the wine in the UK.

Château de L'Orangerie's Pink Panther Bordeaux is currently on sale in the Netherlands and will soon be listed with Carrefour and Auchan in France.

The company, which partnered with film company MGM to create the wine, will be launching it in the UK at the London Wine & Spirits Fair.

However, due to cartoon-style branding and potential appeal to under-18s, the company has agreed to speak to Portman for advice before bringing it here.

Colin Sheriffs of Château de L'Orangerie said: "We will be getting in touch with them [Portman] rapidly before any distribution launch in the UK."

Last year, 210 companies approached Portman for pre-sale advice. The group's Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks disallows any marketing in the UK which appeals particularly to under-18s.

Made from a blend of 60 per cent Merlot and 40 per cent Cabernet, Pink Panther rosé comes from the Entre Deux Mers region in Bordeaux and its makers describe it as a "soft and languishing wine".




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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