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Carlsberg ‘discovers’ new wine brand
Danish brewing giant Carlsberg has teamed up with design agency SiebertHead to develop a new range of wines.
The Invenio brand includes an eclectic international mix of fifteen wines from eight different producer countries, and aims to allow consumers to easily navigate around the world of wine – the name means “to discover” in Latin. It is being launched in the UK on- and off-trade immediately.
Commenting on the new launch, Carlsberg UK wine buyer Louise Boddington said: “Invenio offers outstanding and reasonably priced wine from around the world. This offers our trade customers the opportunity to retail a range of Old and New World styles at outstanding value for money for their customers under an on-trade exclusive label.”
SiebertHead MD Tim Corvin continued, “Often wines from different countries of origin have their own country style, whereas Invenio needed to be global, not local.”
© Ben Grant, db 11 July 2007