Stormhoek puts pink on ice

20 April, 2007

First it was cider, then Champagne. Now rosé wine gets the over-ice treatment as Stormhoek launches Couture.

The South African rosé will be launched at food festival Taste London 2007, where a mixologist will serve the wine in four guises. A spokeswoman for supplier Orbital said: "The four serves are: in a tumbler with big blocks of ice, which is a bit more blokey; in a Champagne glass with crushed ice and strawberries; served in a Martini glass with a pink sugar frosting; and in a normal wine glass."

Orbital's consumer sampling campaign will see the team take to the road in a pink, branded ice-cream van, complete with ice bar, targeting supermarkets and wine specialists. Goodies including branded umbrellas, sweets, sunglasses and T-shirts will be given away.

Winemaker Graham Knox said he had developed the Pinotage/Shiraz/Cabernet Sauvignon blend with serving over ice in mind. Stormhoek chief executive Jason Korman said: "The ongoing popularity of rosé, the success of Magners cider over ice and a survey we conducted in South Africa gave us the idea to develop it. We see it as part of a trend where rosé can be consumed like a cocktail, making it an even more sophisticated drink." Couture will launch to the trade in June at £6.99.




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