French wine co. launches sweet red for US

French wine brand Lamothe Parrot has added a new label to capitalise on the growing demand for sweet red blends in the US.

LP-Scarlett-Dark

Scarlett Darkmhas been created to compete with fast-growing sweet red blends such as Gallo’s Apothic

Called Scarlett Dark, the wine has been created to compete with fast-growing sweet red blends such as Gallo’s Apothic and Trinchero’s Ménage à Trois, according to Laure Habbouse, who is the international brand manager for Lamothe Parrot at parent company La Martiniquaise-Bardinet.

Habbouse said that the company refers to the emerging sector as “the big, bold red category”, and told the drinks business at ProWein last week that it was a fast-growing wine style in the US but also in the Bahamas and Barbados.

Although Habbouse would not disclose the sugar content of Scarlett Dark, she said it comprised a blend of Shiraz, Merlot and Cabernet Sauvignon grapes from Spain, and promotional material describe the red wine as “velvety with blackberries and hints of vanilla and mocha.”

As for the name, she explained that Scarlett Dark was chosen to position the new wine brand as “mysterious and a little sexy”, adding that it was also selected to “target women – it is the perfect wine for girls night out.”

The sweet red blend wine category is worth more than US$500m in the US, with over half the sector accounted for by just three brands: Apothic, Ménage à Trois and Cupcake Red Velvet.

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