Sisters Ridge – it's just the thing when outgoing girls stay in
Tuesday 12 October 2010, 12:25PM
By Sisters Ridge Wines
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This October, an exciting new label, named Sisters Ridge launches two vibrant, generous wines. These wines have been especially designed for ‘the girls’ to enjoy when getting together with their friends. Sisters Ridge wines offer an approachable and easy-to-drink wine style representing New Zealand’s most popular red and white varieties.
Sisters Ridge wines offer smart, educated professional young women in their mid twenties to late thirties, a quality easy-drinking wine choice. As sociable girls who love to catch up and have fun with their friends, they make the most of being young, getting together to enjoy hanging out at home, in nearby cafés, stylish pubs and popular local restaurants. Sisters Ridge wines are designed to be an integral part of these social occasions – creating special moments in the lives of these young, fun women.
Sisters Ridge Sauvignon Blanc 2010 and Sisters Ridge Pinot Noir 2009 are made from grapes grown in the young winemaking region of Cheviot Hills in North Canterbury. In growing the fruit and crafting the wine, producer Teece Family Vineyards takes great care to ensure the wines are of unquestionable quality with clean, fresh flavours ensuring lots of upfront appeal that makes them easy for the girls to enjoy.
While the wines themselves and the stylish, smart labels give every indication of classic wine values, the novel marketing approach being adopted to support these vibrant new wines is designed to appeal to young women who enjoy drinking good wine as part of getting together, rather than wanting to know in detail about the wine itself. The intrinsic qualities of the wines and winemaking support the Sisters Ridge brand personality, we are seeking to communicate rather than being its foundation.
“The lively marketing campaign we are implementing is designed around communicating the colourful Sisters Ridge brand personality and stimulating engagement from our target audience rather than exclusively promoting the wine qualities,” says Cathy Hicks, wine marketing consultant for Teece Family Vineyards.
In keeping with the Sisters Ridge brand personality and target consumers, social media, complemented by fresh and appealing sponsorships, are key initiatives in the way Sisters Ridge is presented. The lively, interactive Sisters Ridge website with its ‘Sisters Blog’ and integrated Facebook and Twitter streams is designed to stimulate involvement, providing continual ‘conversation’ and profile for Sisters Ridge among ‘the girls’.
“We’re running a competition where girls can send in photographs of themselves to become voted the Sisters Ridge ‘sisters’, with great prizes sure to impress the girls,” says Cathy. “We have some very exciting and ground breaking wine marketing initiatives in the pipeline for Sisters Ridge.”
Sisters Ridge North Canterbury Sauvignon Blanc 2010
Full and fruity without being sweet. Delicious aromas of tropical fruit are backed up by the taste. Presents pineapple and mango flavours, with a spark of crisp lime. RRP $14.95.
Sisters Ridge North Canterbury Pinot Noir 2009
Deep ruby in colour and nicely full-bodied. Seductive aromas of blackberry fruit with a whiff of spice announce the characters that will follow on the palate. The flavours are complemented by a pleasant savoury sensation from the tannins in the wine. RRP $22.95.
Both Sisters Ridge North Canterbury Sauvignon Blanc 2010 and Sisters Ridge North Canterbury Pinot Noir 2009 will be available in leading supermarkets, retail liquor outlets and select local restaurants throughout New Zealand.