Sip in style with Melbourne Lounge

Constellation Europe is launching its first wine range aimed specifically at the style bar and high street sector. The Melbourne Lounge range is to be targeted at style-conscious young women and each bottle label will feature an innovative ‘Wine Find’ tear-off strip detailing useful product information.

Constellation Europe is set to launch a new range of Australian wines aimed at urban female consumers aged between 25 and 35. Available as a Cabernet Merlot blend, a Chardonnay Pinot Grigio blend and a rosé, Melbourne Lounge is inspired by the style bars of urban Australia. Clare Griffiths, VP brands marketing, says the range will make use of Art Nouveau imagery that reflects the lifestyle of Australia’s “young, bar going professionals” rather than drawing on more traditional imagery of the Australian landscape.

The Melbourne Lounge label will also feature a ‘Wine Find’ tear-off strip containing information on the other varieties available as well as the brand logo, in order to encourage consumers to seek out the brand next time they are out. This inventive advertising device is part of a £3m marketing campaign which will also include outdoor and national press publicity as well as a consumer website.

Melbourne Lounge will also be available in the take home sector and specialist off-licence sector from August.

Christian Anthony, 16/05/07