UK wine agency Guy Anderson Wines has teamed up with Italian producer Enoitalia to launch what it describes as “a radical and stylish new brand with one of the most distinctive bottles on the market”.
Voga is being launched in the UK in a tall, cylindrical bottle that looks more like the packaging found in the perfume market than the traditional wine bottle.
Simon Bradbury, sales director for Italy at Guy Anderson Wines, said. “We believe bold innovation is key in order to attract new consumers and trade others up through the wine category. Voga has proved a massive hit across the world, so we are confident it will also excite plenty of interest in the UK.”
Voga was conceived to appeal to “style-conscious younger wine drinker”, between 21-35 years of age. It was first introduced into the USA in 2005, and more than 300,000 cases have been sold to date.
Voga is well established as a major brand in the competitive Pinot Grigio market where it is the fastest growing according to AC.
It is now present in around 40 markets worldwide and total sales have passed seven million bottles.
The range has recently been extended from the original Pinot Grigio IGT Delle Venezie and the Quattro red, featuring an unusual IGT Sicilia blend of Merlot, Cabernet Sauvignon, Shiraz and Pinot Noir.
New for 2008 are Voga “Rosa” pink and a distinctive Pinot Grigio sparkling.
The unique, tall cylindrical bottle has a cork closure complemented by a large, airtight twist cap, so the wine can be easily resealed after opening.
Mike Dennis
