Diageo Chateau & Estate Wines Announces Three New Wine Brands

NAPA, Calif., June 12, 2012 /PRNewswire/ -- Diageo Chateau & Estate Wines announces three new innovation wine brands to the extensive DC&E portfolio.  Today, DC&E begins shipping Stark Raving, Butterfly Kiss and Rose'N'Blum wines, with nationwide distribution expected by the end of the summer.  Inspired by the enthusiasm, and less traditional choices, of today's Millennial and GenX wine lovers, these wines deliver intriguing blends and varietals, at exceptional value with suggested retail pricing of $12 – 14.

The changing demographics in the United States offer tremendous opportunity for the wine industry.  Engaging these new wine lovers, who are more likely to drink wine than previous generations, with non-traditional packaging, new blends and less common varietals is essential. They have shown a desire to experiment, a willingness to be whimsical – and yet still attach a value proposition to their choices. Stark Raving, Butterfly Kiss and Rose'N'Blum are our winemakers' expressions of this new freedom to experiment - free wheeling and fun, yet with solid quality and exceptional value.

"We realize that younger wine drinkers are far less influenced by wine traditions and "rules".  We have a large population of wine buyers that turned 21 after the Millennium, they grew up with wine as part of their families' lifestyle, and they are fearless in their selections," says Greg Kryder, DC&E President.  "For instance, millennial men are turning to interesting wines, on the same occasions, and with the same regularity that they may order craft beer. We aim to create wines that fire that enthusiasm and satisfy that curiosity."

Stark Raving, wines by winemaker John Kane of Rosenblum Cellars, is a line of wines inspired by the idea of "going rogue".  A firm belief that experimentation, unusual blends and sourcing, and a little touch of madness can lead to crazy good wines.  Stark Raving Red is a big, juicy, novel blend of Tannat, Zinfandel and other red varietals. Stark Raving White is a full bodied, curvaceous blend of Chardonnay and Moscato.  By August, Kane plans to add a Malbec from Argentina and a French Cabernet to the Stark Raving line up. Stark Raving labels, inspired by "retro-futuristic" design elements, convey a sense of time-hopping irreverence toward history and culture. For more information about Stark Raving, and to view the Stark Raving video, visit www.starkravingwines.com.

Butterfly Kiss, created by winemaker Jason Dodge, launches with a Chardonnay, Pinot Grigio, Pink Pinot Grigio, and soon to be joined by a Moscato.   Dodge's wines are bright, delicate and aromatic.  Butterfly Kiss wines offer light and luscious flavors of stone fruit, berry and citrus, with a just a kiss of sweetness. The packaging is striking - each label features a highly realistic, colorful butterfly poised in flight. The iridescent holographic printing technique, new to the wine industry, makes the butterfly wings appear to shimmer with movement, offering the buyer something lovely to hold and view, as well as pour in the glass. To learn more about Butterfly Kiss, and to view a short video, visit www.butterflykisswines.com.

Rose'N'Blum, another project by winemaker John Kane, was inspired by his wife. Realizing that she often preferred something a little lighter, whiter and sweeter than the big, bold, Zinfandels he tends to make, John created Rose'N' Blum Pinot Grigio and Pink Moscato.  Kane's Rose'N'Blum wines are fruity and aromatic, with a rich mouthfeel. The Pinot Grigio offers flavors of sweet peach and pear, and aromas of citrus sorbet. The Pink Moscato shows appealing notes of apricot, and a fragrant jasmine bouquet. With elements inspired by recent fashions, the label design features a large tailored black R on a white background, embellished with a pink or coral colored rose. In another printing innovation new to the wine industry, as the bottle chills, the rose appears to "bloom" becoming more defined and colorful and indicating when the bottle is chilled to serve. Visit www.rnbwines.com for more information about these wines.

Stark Raving, Butterfly Kiss and Rose'N'Blum wines are part of Diageo Chateau & Estate Wines (DC&E), of Diageo (Dee-AH-Gee-O); the world's leading premium drinks business. DC&E produces and markets premium wines from around the globe including Napa Valley, Sonoma, the California Central Coast, Argentina, France, Italy, New Zealand and Australia.  DC&E wine brands also include:  Beaulieu Vineyard, Sterling Vineyards, Chalone Vineyard, Acacia Vineyard, Provenance Vineyards and Rosenblum Cellars. DC&E is also a leading importer of estate-bottled wines from Burgundy. For more information about Diageo, its people, brands and performance, visit us at http://www.diageo.com. Celebrating life, every day, everywhere, responsibly.  For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

SOURCE Diageo