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Blue Nun to relaunch
The much-derided wine brand Blue Nun is relaunching its wines in the UK as "unpretentious" and "contemporary" in a bid to target female consumers aged 35-55.
Following extensive consumer research, the German brand, owned by Langguth Wines, will reintroduce its range to the UK market with new packaging, along with in-store activity, sponsorship and events.
"The Blue Nun brand has a strong heritage and holds a fascination for many consumers. We plan to tap into this latent affection and take the brand forward without alienating the existing fans of the brand”, said Angela Farmer, director of PR agency Be Communications.
The relaunch is scheduled for 21 February, with the wines expected to hit the shelves at the beginning of March.
Blue Nun launched in Germany in 1923. After World War II, the brand became incredibly popular in the UK and the US, selling for the same price as a second growth Bordeaux.
By the ‘90s however, easy-drinking, semi-sweet German wines began to fall out of favour, and the brand came to be seen as tacky and dated
In 2009, Blue Nun launched Blue Nun Gold, a sparkling wine containing flakes of 22-carat gold, in the hope of appealing to young female drinkers.
Aside form the original Qualitätswein, the Blue Nun range now includes a dry Riesling, Riesling Eiswein, Languedoc Merlot, Spanish rosé, and an Australian Shiraz.
Lucy Shaw, 31.01.2011