Posted on | December 20, 2012
Written by | BevNetwork
Deutsch Family Wine & Spirits, in a joint venture partnership with Sonoma’s Vintage Wine Estates (VWE) , is taking on the Zinfandel category with the re-launch of Cigar Zin, boasting a hot new package, riper wine style and bold new marketing campaign.
Cigar Zin, first launched in 1997 by Cosentino Winery, enjoyed a 15-year cult following in select markets among zealous Zinfandel drinkers looking for a luscious, spicy Zinfandel. “This brand had localized success and we see an opportunity to update and relaunch Cigar Zin within the premium California Zinfandel $12-$18 segment and grow it significantly. Putting the strength of our sales and marketing engine behind Cigar Zin will ensure we gain rapid distribution and cultivate a national following,” said Tom Steffanci, president of Deutsch Family Wine & Spirits.
Cigar Zin’s striking new label is reminiscent of a rich, fine cigar. The wine is rich and spicy with gobs of black and red fruit. The campaign headline is bold and evocative – “You’re Gonna Need a Bigger Steak,” a wordplay on the classic line from the 1975 movie “Jaws (You’re gonna need a bigger boat.) Another headline flexes more muscle reminding Zinfandel lovers that this is a wine that is about big bold fruit, not tutti-fruit – “Put Your Hands in the Air and Step Away from the Rose”.
“We’ve enhanced the wine and label and are ready to bring it to more consumers. The Deutsch team created a campaign that grabs you and makes you want to sink your teeth into a classic fruit-forward Zin that is great all by itself or paired with a big steak or barbecued ribs,” Steffanci said.
The marketing campaign will be supported with in-store point-of-sale and grass roots sampling at events such as the Cigar Aficionado Big Smoke in Las Vegas and New York. Cigar Zin will be available nationwide beginning January 2013. Suggested retail price is $17.99.