Revamp and range extension for Blue Nun23rd March, 2011 by Patrick Schmitt
Langguth has repackaged, reformulated and extended its Blue Nun range of wines in an attempt to attract a younger consumer.
As part of the global relaunch the Blue Nun Original white wine is no longer a non-varietally labelled blend but a Rivaner and Riesling, although it will still come in its trademark blue glass fluted bottle.
Langguth has also added a range of four German varietals to the Blue Nun line-up, including a Riesling, Pinot Grigio, Dornfelder rosé and Pinot Noir.
Stylistically Blue Nun is described as being “fresher and fruitier” and Armin Wagner, marketing director at Langguth told the drinks business ahead of the relaunch that changes include a reduction in the amount of residual sugar in the Blue Nun Qualitätswein.
“When the brand started 15 years ago the residual sugar level was 36 grams per litre, and now it’s 28 and we aim to bring it down about 15%,” he explained of the new flagship Blue Nun wine.
He also expressed concern at the dramatically reduced production from the 2010 vintage – the current harvest in Germany is the smallest for 25 years, with estimated volumes down 40%.
As for marketing, the new look Blue Nun will be supported by PR activity including a digital campaign, TV sponsorship and a partnership with a leading West End theatre production.
In the UK, Blue Nun currently sells over 31,000 bottles each week, and is growing at 14% volume and 20% value growth (MAT to January 2011 from AC Nielsen).
Patrick Schmitt, 23.03.11