Wolf Blass Verae the Summer Red
Wolf Blass launches Verae- the NEW Refreshing Summer Red.
Red is set to be the sophisticated colour of refreshment this summer, with the launch of Wolf Blass Verae- a delicious, light-bodied fruity red wine, delicately spritzed and best served chilled.
"As Australia's number one bottled still wine brand and leaders in new world wine innovation, Wolf Blass developed Verae in response to consumer demand for fruity chilled wines but with limited red wine choices available. The launch of Verae expands on refreshing change for the red wine category in presenting a light-bodied and fruity red wine which is best enjoyed chilled", said Melanie Yates, Senior Brand Manager Wolf Blass.
The light red wine segment worth A$127 million is one of the fastest growing wine segments in the Australian wine industry, with a growth rate in value vs YA of 19.2% comparative to total bottled red wine of 2.4%. The launch of Wolf Blass Verae will captialise on this consumer trend in time for the Australian summer when lighter, refreshing style wine traditionally increases in volume.
As a stand alone product in the Wolf Blass portfolio, Verae will be launced with a A$2 million marketing investment, aimed at building consumer awareness and driving consumer trial of this refreshing red wine alternative in both on and off-premise channels. The high visibility integrated summer marketing campaign includes outdoor advertising, TVCs, PR, POS merchandise, extensive sampling, educational Verae microsite, consumer readership offers targeted social networking encouraging word-of-mouth support.
The name 'Verae' inspired from the viticulutral term 'verasion', delivers the best of both worlds with the lighter refreshment of a white wine and delicious full fruit flavours of a red. The crafting of Verae takes a fresh and exciting approach to winemaking somewhat reminiscent of the varying techniques Founder Wolfgang Blass AM applied back in the 1970s- handling red winemaking in a delicate way and applying a white wine thinking behind how to make a red wine, all with 'drinkability in mind'.
Over 12 months in the making Wolf Blass winemakers looked at a range of blending options and final wine styles, in conjunction with consumer sensory trial, assessing comparable bouquet, vibrancy of colour, flavour, fruit sweetness and sprizing level to craft the final Verae as a perfect well balanced, light-bodied and refreshing red wine."
Fruit for Verae is sourced from South Australia's Limestone Coast wine region, its cooler climate noted for producing grapes displaying an uplifting assortment of red berries, soft floral nuances and an elegant, refreshing palate structure.
Served straight from the ice bucket as a pre-dinner starter, Wolf Blass Verae is perfect on its own for a warm summers' day or as an accompaniment to tapas, an antipasto platter or fine Asian cuisine. Verae also pairs well with fruity desserts like summer pudding, strawberries and cream or an exquisite selection of after-dinner chocolates.
Tasting Note: Vibrant magenta in colour, with a beautiful berry coulis of fresh raspberry, mulberry, red cherry and ripe strawberries. Whilst recommended Verae is served chilled, between 4-6 degrees Celsius, it has the versatility to also be enjoyed at ambient temperature.
Verae can be found alongside other light-bodied red wines.www.wolfblassverae.com