Wines marketing manager Catherine Monahan has launched
with a range of Languedoc wines aimed at "making French wines fun".
Clink Wines will follow up the launch of Le Beast with Luxe & Co, a rosé wine gift pack aimed at women, and a cross-country portfolio of wines from France, Spain and Italy under the banner of Le Weekend.
Monahan said: "A lot of what we do will be aimed at understanding women as the main purchasers and drinkers of wine, but who are faced with hundreds of products from an industry
run by middle-aged guys
who decide what's out there."
Le Beast will be pitched at £6.99 for the core range of Syrah/Grenache, Cabernet Franc, Syrah/Petit Verdot, Chardonnay/Viognier, Chardonnay and Sauvignon Blanc/Grenache. All are sourced from Languedoc.
There will also be two premium reds at £8.99.
The range is named after La Bête du Gévaudan, a legendary
said to have killed dozens of women and children in Languedoc in the 1760s.
The wines will be promoted by an online and viral video campaign.
Monahan said: "The industry is adamant
we educate consumers about wine, but the process is tedious and slow.
"Communication is the key and we need to change the way we engage with people."
The Luxe & Co project was inspired by a perfume course Monahan attended in France. "I was amazed at the parallels of perfume making and winemaking," she said . "The ways the scents are put together and the way we blend and
taste and smell wines
is very much