You are currently viewing the International Edition. You can also switch to the Hong Kong Edition.
Sunday 5 July 2015

Millennials targeted with colour-coded labels

9th May, 2014 by Lauren Eads

Napa-based Uproot Wines is attempting to capture a new demographic of wine drinkers with its range of wines featuring colour-only, wordless labels driven by social media.

4194eff362e0ce58ac5735eb4ce15860

Its labels indicate the wines flavour by corresponding colours, a code not explained on the label, with users instead required to explore the company’s social media platforms to unlock its colour code.

There is no doubt that millennials, aged from 21 to 35, is one of the demographics being targeted by the web savvy company which currently produces a Napa Valley Cabernet Sauvignon, Sauvignon Blanc, Grenache and Grenache Blanc, as reported by the Napa Valley Register. 

It’s priced range ranges from its least expensive wine, a $34 Grenache Blanc, to its Howell Mountain Cabernet at $78.

rose_smThe company was started by Jay Levy, a venture capitalist based in New York involved with many tech startups, who started a company with two fellow students having studied finance at Rutgers University in New Jersey.

Uproot Wines was developed by Levy with Greg Scheinfeld, the company’s Napa-based winemaker and partner.

Grapes for its wines, its inaugural year all from the 2011 vintage, are bought from both Napa Valley and Santa Ynez in Santa Barbara County with Scheinfeld making the wine at Somerston Winery – a “custom-crush” winery in Soda Valley.

Each label features a visual “flavour palette” indicating its flavour profile, with each colour block representing a different aroma, with the size of each block indicating its dominance in the profile.

For example, Uproots Sauvignon Blanc label features a light green block for melon and yellow for grapefruit, followed by a bright green for fresh-cut grass, medium green for citrus and purple for passion fruit, while the Grenache Blanc label highlights flavours of petrol and bubblegum.

Scheinfeld said: “We’re a new kind of winery, a winery for millennials, and we take a new approach.”

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>

If that's interesting, how about these?

Top 10 wines in the UK press

An English fizz fit for Wimbledon, a "chunky, berry-stuffed" Negroamaro and a more...

English fizz attracts new deal

English sparkling wine producer Jenkyn Place has stepped up its ambitions by more...

Coors Light heads home

Sometimes, the route to excellence is a process of devolution rather than more...

Warehouse Supervisor

London, United Kingdom

£27,000-£30,000 depending on experience

Vinadeis unveils Languedoc 'black diamonds'

One of France’s largest wine producers has launched a high-end Languedoc more...

Delegat aims high with new Barossa brand

Oyster Bay owner Delegat has launched “a new global brand” from more...

Louis Latour Agencies signs Gosset

Louis Latour Agencies marked its 25th anniversary last night with the more...

Sales Executive - Wines & Spirits Competitions

London, United Kingdom

Competitive

Bordeaux 2005: 12 ‘perfect’ wines

Twelve wines have been given “perfect” 100-point ratings in Robert more...

Oregon producer takes international view

One of Oregon’s youngest wine estates has partnered with Jackson Family Wines more...

Diageo appoints North America president

Deirdre Mahlan, Diageo's chief financial officer, has been announced as the more...

Supplier Relationship Manager

London, United Kingdom

Santa Rita launching new Irish campaign

Chilean wine producer Santa Rita Estates is spending €500,000 on a new more...

Fire devastates New Zealand winery

A fire has ripped through a New Zealand winery destroying its offices, kitchen more...

Mumm releases Santana sparkler

Legendary guitarist Carlos Santana has teamed up with Mumm Napa to release a more...

Californian wine struggling with supply

There is a "growing mismatch" between supply and demand that is badly hampering more...

Top 10 wines in the US press

A Texan Albariño, NY Riesling and Californian Syrah are among the wine tips more...

Top 10 wines in the US press

An impressive Tannat-Merlot-Zinfandel blend from Uruguay and a Vernaccia from more...

Constellation to buy Meiomi for $315m

Constellation Brands is to buy Napa-based wine brand Meiomi for $315 million, more...

Yealands sells majority stake

Yealands Family Wines' owner Peter Yealand has agreed to sell 80% of the more...

Auction house snaps up online wine specialist

Online auction firm Bid for Wine has been sold to The Fine Art Auction Group in more...

Hatch Mansfield – Brand Manager

London, United Kingdom

Competitive salary

US wine brand hopes to ape craft beer success

A wine brand from California is hoping to ape craft beer’s success in the UK more...

Cockburn’s wins the boat race

Cockburn’s has won the 2015 Barcos Rabelos race, featuring the boats that more...