Coravin targets millennials with Model One

Wine dispensing system innovator Coravin has launched its most competitively priced model yet – Coravin Model One – as it looks to appeal to the growing millennial wine enthusiast demographic. 

The Coravin Model One is the most competitively priced device yet (Photo: Coravin)

The new Model One system retails at £199 and includes a “user-friendly, approachable design at an accessible price point”, a statement from Coravin said.

Coravin systems allow users to dispense wine from a bottle through a specially designed needle without removing the cork. An accompanying gas capsule inserts inert argon gas into the bottle to replace the removed wine. The pressure of the argon pushes the wine through the needle, whilst preventing any oxygen from entering the bottle.

Having initially launched in the US, Coravin Model 8 – the first device to be commercially released – made its first UK appearance in October 2013, priced at £249. 

Coravin Model 2 was launched in the US last year, and in the UK in February of this year. It features an improved needle which pours wine 20% faster than the previous model and a more streamlined design. Model 2 carries an RRP of £279.  

More recently, Coravin launched the Model 2 Elite which, being sold in three different colours – red, silver and gold with a chrome finish – was aimed more at the the private consumer than on-trade customers.

Model One, with its £199 price tag, is the least expensive Coravin device yet, and is expressly released in response to the growing millennial wine drinker market.

Its launch comes as the recent Haygarth consumer insight report on wine consumption in the UK revealed that more than one-third (35%) of millennials surveyed had chosen their most recent drink purely to try something new. 

More than half (54%) said they regularly had three or more different types of drink a week.

As db reported last month, Coravin has been one of the most dominant trends of 2016 in the UK on-trade, according to CGA Strategy.

“Coravin can give them the freedom to drink what they want, when they want – without compromise and without waste,” Maarten Dekker, general manager of Coravin Europe BV, said.

“The Coravin Model One is the perfect system to enable exploration and cultivate a lifelong passion for wine.”

The new design otherwise follows the Model Two concept, with its “user-friendly design”, premium Coravin capsules, Properfit clamp, soft touch grip and Coravin’s specially designed wine needle.

The Model One will be available from 5 August and can be purchased for £199 at exclusive retail partners UK-wide including Harrods, Selfridges, Fortnum & Mason’s and Harvey Nichol’s, as well as at www.coravin.co.uk.