Top drinks marketing campaigns and news: July

One third of drinkers in the UK don’t know that some red wines are best served chilled, according to new research commissioned by Chilean Pinot Noir producer Cono Sur.

A survey of more than 1,000 British drinkers commissioned by Cono Sur showed that most people believe red wine should always be served at room temperature, despite the case made by many in the industry that some varieties – such as Pinot Noir – are better lightly chilled, particularly during the summer months.

Of those surveyed, 36% said they believed it is ‘completely wrong’ to drink refrigerated red wine. Almost half said they have never tried red wine chilled, while 29% think doing so would be against wine etiquette. Interestingly, Pinot Noir was only the third most popular grape variety that drinkers had tried chilled, with a little over a quarter (23%) saying they had served it after it had spent some time in the fridge.

Many more had done so with Merlot, with more than 30% saying they’ve enjoyed the wine cold. Meanwhile, Shiraz came second, with 25% of those surveyed saying they’d cooled theirs. Alistair Cooper MW said: “If you think of the fruit characters you often encounter with lighter styles of red wines, like Pinot Noir – cherries, strawberries and raspberries – they are all fruits that you’d enjoy on a summer’s day straight out of the fridge. The same goes for the wine.”

The survey is part of an ongoing campaign Cono Sur is running to promote its new Pinot Noir bottle labels, which change colour when the drink is chilled in the fridge.

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