COLIO ESTATE WINES OF ONTARIO ESPANDS ITS GIRLS’ NIGHT OUT LINE

In the last few years, it has become fashionable to cater to niche markets. Many young people associate with certain wine-styles and brands to make a fashion statement.
Think of Australian shiraz. Millions of young people started drinking these sweetish red “fruit bombs” from Down Under as they were getting and soon after got tired of their monotonous and homogenous taste profiles. Soon they were searching for more interesting wines.
Three decades ago, Mateus from Portugal, Liebfraumilch from Germany, Piat d’Or from France, Castelvetro from Italy, and Cold Duck from Ontario did the same thing.
Colio Estate Wines’ marketing department had the genial idea in 2008 to launch the Girls’ Night Out line with an imaginative and provocative label.
The VQA-quality line caught on beyond the wildest dreams of marketers. They understood perfectly the spending power of young working females who want to make friends, socialize and/or create networks for commercial success, or expand their circles of friends.
And it worked, the original Girls’ Night Out were merlot, chardonnay and a rose (blending of merlot and chardonnay). A year later pinot grigio and cabernet /shiraz were introduced.
The winery blends the wines carefully to cater to young palates that appreciate of-dry, “soft”, and fruity wines.
The timing proved to be correct for all were successful. People starting with these wines eventually switch to more interesting products Colio has in store for them.
The success led management to launch two additions – Tropical Tango and Strawberry Samba. Both are light (6.5 per cent ABV), fruity, off dry to sweet. Both are for young people brought up on sugary pops and generally sweet drinks. Older people may also enjoy these wines.
The price ($ 6.95) is right, and both wines chilled are fine for the market segment intended.
If you are planning a garden party or invite a few friends for an entertaining afternoon or night, both wines will provide the basis for lively conversation and may even provoke a “heated” debate about wine in general.
Both are available in most L C B O stores.