Freixenet has launched a new mainstream Spanish wine brand aimed at attracting more women to the Spanish wine category. Mia is billed as being a “wine made for women by a woman” in what Freixenet’s UK head of marketing, Suzanne O’Hara is heralding as the “biggest still wine launch of the year”.
It is the personal project of Freixenet winemaker, Gloria Collell, and consists of a red and white wine with a retail price of £7.99. But it has been specifically made to appeal to the female Freixenet buyer and tap in to the crucial mainstream female wine buying public that is said to account for eight out of 10 bottles of wines purchased in the UK.
The specially created wine label, which includes a bright, attractive, Gaudi style design around the Mia name, is the first wine in the Freixenet stable to include the personal details of the winemaker.
“This is a very personal project for me. Hence the name ‘Mia’ which means ‘mine’ in Spanish,” Collell told Harper Wine & Spirit. “I also wanted to use real Spanish grape varieties and help educate women about Spanish wines.”
The red wine, Signature Blend No 1, comes from Tempranillo grapes from Castilla and the white, Signature Blend No 2, uses a blend of Cava grape varieties from Cataluyna.
The Freixenet name is also clearly prominent on the front of the label to reassure and attract female consumers familiar with Freixenet’s sparkling wines.
Mia will be made available to Freixenet’s export markets and will be under screwcap for the UK market.
O’Hara said Mia had been carefully researched to ensure it appealed to its key audience and a £1m marketing campaign will include above the line activity including major press campaigns in the key female consumer press.
The wine is been sold in to the trade from and its £7.99 retail tag is expected to go out with an attractive promotional offer to encourage initial purchase and trial.
Written by Richard Siddle