Free Run launches grapefruit wine

18 May, 2015

Free Run Wines has launched Mr Peel’s Manavista, a pink grapefruit-flavoured aromatised wine-based drink.

It is a vibrant pink colour and its branding and marketing are based around fictional Victorian traveller Adolphus Peel.

In France, aromatised wine-based drinks saw the biggest growth in the off-trade last year, and Free Run Wines is hoping to replicate that success here by drawing millenials – a consumer group dominated by young adults in their 20s – to Mr Peel’s Manavista.

The agency is also celebrating its partnership with Morambro Creek, from the premium cool-climate region of Padthaway in South Australia, at the London Wine Fair this week.

Morambro Creek is owned and run by the fifth generation of the Bryson family, and focuses on Shiraz, Cabernet Sauvignon, Chardonnay and Sauvignon Blanc, in brands including Jip Jip Rocks and Morambro Creek.

Also on the stand will be Les Vignerons de Buzet, promoting its premium single vineyard Cabernet Sauvignon Oniric; Couleurs d’Aquitaine, which has rebranded and relaunched this year, and Le Cellier des Princes, the only co-operative in the Châteauneuf-du-Pape appellation, which will be showing its branded Rhône wines.




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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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