Accolade Wines has created its latest wine, Cupio Rosé, to fill a gap in the market for a more contemporary and edgy pink wine with wide consumer appeal.
Andrew Stark, General Manager – Marketing and Category, ANZP at Accolade Wines, said that the launch of Cupio will disrupt the stereotypical category cues.
“Overtly feminine Rosé is ubiquitous in this market, so the addition of a more masculine and contemporary Rosé will help to recruit even more drinkers into the category," he said.
“The Cupio bottle is a unique shape for wine - one more commonly seen in the spirits category – so the design will really stand out on shelf, particularly to male consumers. We believe it will be a game changer in terms of influencing the at-shelf purchase decision among shoppers.”
The name Cupio is derived from Latin and means ‘desire’ or ‘long for’. The label artwork is adorned with ornamental visuals such as serpents, roses and Cupid’s quiver and arrows to evoke temptation and desire.
Accolade said the use of high gloss, matte and metallic finishes on black paper presents the wine to consumers in a masculine format.
The wine is already an award winner, it won a gold medal at the Riverland Wine Show last week.
The Rosé category is still in strong growth. It is valued at $130 million and growing at 50%.
This is driven by the more premium $15-$20 segment - Squealing Pig recently became Australia's No.1 selling Rosé with an RRP of $17. Demand is also for dry Provence style Rosé – both of which are reflected in the winemaking style of Cupio and its RRP $20.00 price point.
Cupio Rosé is a delicate rose petal, light salmon pink in colour. It has wild strawberry and crushed oyster-shell
aromas with white chocolate shavings and exotic spices on the nose. The palate is refreshing and elegant with a
touch of creaminess and pink grapefruit and citrus flavours.
Cupio Rosé is available from BWS nationwide in October. Cupio will also launch a Sparkling Rosé in January 2019 that will be available in Dan Murphy’s and BWS.
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