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The "Blue" Wine Strategy

Luxury Launches - We’re pretty used to thinking of wine as red or white (with the occasional rosé somewhere in the middle), but a brand called Gik is about to turn everything you thought you knew about wine upside down. Made from grapes grown in La Rioja, León, and Castilla-La Mancha, Gik’s extraordinary wine is blue in color, indigo to be more specific. The brand hopes to court younger drinkers who might be put off by traditional wines. We can certainly see this becoming a trendy drink among twenty-somethings.

The wine is made from different varieties of both white and red grapes, with two pigments indigo and anthocyanin added to give it that distinctive color. With 11.5 degrees of alcohol, the wine has flavor notes that the brand calls “Slightly acid, with a sudden cheerful, sweet burst.” Recommended food pairings include sushi, nachos with guacamole, tzatziki sauce, pasta carbonara and smoked salmon. Basically, bar food.

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