Blue Nun adds modern sparkle

The historic Blue Nun brand is stepping up efforts to target modern wine consumers with the launch of three new sparkling expressions.

Blue Nun’s three new sparkling expressions alongside 22K Gold, which launched last year.

Designed to tap into three key trends, the new products include Silver Edition, an alcohol-free sparkling wine; Rosé Edition, a rosé sparkling wine; and Blue Edition, a white sparkling wine. All three carry an RRP of £8.99 in the UK market.

The launches come as sparkling wine sales continue to rise in major markets such as the UK and US. The rosé category has also been enjoying ever-greater market share; meanwhile, research published earlier this year suggested that 21% of UK adults now describe themselves as teetotal.

Patrick Langguth, international managing director for brand owner FW Langguth Erben, highlighted the “extensive market research and consumer feedback” underpinning these new releases which, he predicted, “will add further value to our portfolio and will create additional sales.”

Originally created in 1921, Blue Nun was bought by Langguth in 1996 before undergoing a revamp, range extension and relaunch in 2011. Last year saw the brand continue this evolution with a new embossed bottle, strengthened focus on Riesling and introduction of a sparkling wine called 22K Gold Edition, which features gold leaf flakes inside the bottle.

With the brand’s annual sales now standing at over 40 million bottles and a turnover of around €108m, Langguth commented: “Although Blue Nun is a traditional, well-established wine brand we continue to support the expertise of our brand Blue Nun internationally. It is important that the tradition of the brand continues, but always with the focus on keeping the brand up-to-date for today’s consumers.”