Codorníu Targets Millennial Consumers With San Millán Wine Line
Catalonian winery Codorníu has relaunched its San Millán range of affordable quality wines, with the hope of attracting ‘Millennial’ consumers.
With about eight million millennials (those born between 1980 and 2000) in Spain, and over 50 million in Europe, the range is already expected to appeal to a large market that hasn't been traditionally catered to, but is eager to try new things.
According to Efestilo.com, the San Millán line is comprised of three products: a crianza, a Rioja reserva and a young Ribera del Duero.
The Rioja is made at Bodegas Bilbaínas, while the Ribera del Duero comes from Legaris.
Each bottle features a vintage-inspired label with the brand’s cherub symbol and the company's nod to Monasterio de San Millán de la Cogolla, a key location in the history of Rioja wines.
Codorníu's says its next step with the range is to progressively increase the offer at a national and international level.
It aims to solve the problem of younger consumers not being willing to spend extra on quality wine.
This challenge is significant, since according to the brand’s figures, only 5.5 per cent of consumers between 18 and 25 years of age are frequent wine drinkers, as are only 10 per cent of those aged 26 to 35.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Gabriela Guédez. To subscribe to ESM: The European Supermarket Magazine, click here.