Rosé brand launches with perfume-inspired bottle

Cleverly targeting aspirational millennial women, new wine brand JNSQ has launched a rosé in a French glass bottle inspired by vintage perfume bottles.

American firm The Wonderful Company has launched a new wine brand called JNSQ aimed at aspirational millennial women

As reported by Adweek, JNSQ – standing for ‘Je Ne Sais Quois’ – is the brainchild of The Wonderful Company, which also owns water brand Fiji and California winery Justin Vineyards.

The JNSQ range, which includes a Grenache-based rosé and a Sauvignon Blanc made from grapes grown in California’s Central Coast, went from an idea to a reality in less than a year.

Unusually for a wine brand, the bottle was the key focus, and the idea of the brand was built around it. The aim was to create a bottle inspired by vintage perfume vessels that drinkers would want to keep and re-use as a vase or perfume holder.

One of the vintage-inspired shots in the JNSQ campaign

Created by a French glass manufacturer, the round bottle has a re-sealable glass stopper fashioned into a white rose, and no label, just a simple ‘JNSQ Rosé Cru’ printed onto the glass.

Priced at $29 (£22) a bottle, the wine inside is said to be “refreshing and balanced with notes of strawberry, cherry and white flowers”.

The Sauvignon Blanc meanwhile, costs the same as the rosé, and boasts a re-sealable round glass stopper. According to its makers, the wine is “crisp and bright with notes of apple, lemon and tropical fruit”.

“We wanted to make sure the bottle stood out on the shelf and stood out to our audience. I’m shocked that we were able to sell it for $29, because we’ve never been shy about putting our money into packaging, and it feels like a much more expensive bottle of wine,” Wonderful Agency’s CCO, Darren Moran, told Adweek.

The Wonderful Company chose to launch JNSQ in time for Valentine’s Day. To help raise awareness of the brand, it sent out 50 bottles to celebrity influencers in a gift set packaged to look like a vintage hat box.

The JNSQ rosé gift set is designed to look like a vintage hat box

“Millennial women are bringing back an appreciation for quality, craftsmanship and functional beauty. JNSQ was created specifically for these women and the milestones they are celebrating in their exhilarating lives,” said The Wonderful Company’s co-owner, Lynda Resnick.

The Wonderful Company is harnessing the power of the fashion industry to help launch the brand, which was on pour at California designers Kate and Laura Mulleavy of Rodarte’s Autumn/Winter 2019 show in Los Angeles this month.

The ad campaign for the brand centres around the nostalgia of luxury travel in the ‘50s and ‘60s. Shot by a fashion photographer, among the images in the campaign is one of a woman in an Audrey Hepburn-inspired black dress and pearls sipping rosé in a vintage train carriage evocative of the Orient Express.

In another, a lady in a vintage yellow swimsuit and retro round sunglasses sips Sauvignon on the bonnet of a classic car from the 1950s. The adverts, which, among other places, will appear on a billboard in New York’s Times Square, run with the tagline ‘She’s got that… JNSQ’.

The brand is already selling three times as much wine as the other two wine estates in The Wonderful Company’s portfolio.