Halewood launches new Romanian wine brand

29 September, 2014

Halewood has launched a new Romanian wine brand called Surprisingly Good as it seeks to challenge perceptions about the quality the nation’s winemakers can offer.

It includes a Pinot Noir and a Chardonnay, both retailing at £5.99, and has already gained a listing at Morrisons.

The launch follows a 2013 marketing campaign also called Surprisingly Good that urged shoppers and the trade to reappraise Romanian Pinot Noir.

Wine marketing manager Fran Draper told OLN: “It looks so striking visually and it stands out on shelf.

“We are now starting to take it to other retailers. We want to see what the reaction is and build it up slowly. It is predominantly for the multiples but we will then take it out to cash and carries and try to get it into off-licences.

“We see it as a big brand. We will back it with social media campaigns and by taking it to consumer events like Three Wine Men.”




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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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