Freixenet Launches New Mia Sparkling Wines
23 Jul 2013 --- Freixenet is utilising its expertise as the UK’s no.1 sparkling wine brand to launch two Sparkling variants in its Mia collection of Freixenet branded modern Spanish wines.
Mia Light & Crisp, Cuvee and Mia Fruity & Sweet, Moscato are designed to unlock frequency of consumption amongst younger adults who account for 15% of sparkling wine drinkers but only account for 11% of regular volume consumption.
A key trend in drinking amongst young adults is the growing popularity of fruity, sweeter style drinks as seen in the explosion of fruit flavoured ciders. Through consumer tasting panels Freixenet has developed two Mia sparkling wines which exceed consumer taste expectations, making it well positioned to harness the popularity of sweeter styles and drive further growth in sparkling wines. Moreover, the Mia brand itself has high appeal amongst young adults with fresh, colourful and modern branding.
“The Freixenet Mia brand’s target shoppers are looking for those everyday opportunities to celebrate and enjoy some affordable indulgence amongst the busyness of life and backdrop of economic uncertainty,” comments Suzanne O’Hara, head of marketing, Freixenet UK. “The introduction of relaxed and informal sparkling variants with a sweeter style to our existing collection is the logical next step for the Freixenet parent brand and an opportunity to grow the category by driving frequency of purchase amongst younger consumers.”
Both launches have a bright straw-yellow hue with elegant bubbles. Mia Sparkling Light & Crisp Cuvee is a blend of Airen and Macabeo grapes with 11.5% abv with a subtle citrusy nose and elegant aromas of pears and ripe apples. With a fresh and light mouthfeel, it is well balanced with a pleasant sweetness and finish. Mia Sparkling Fruity & Sweet, Moscato is 100% Moscatel grape and 7% abv, with powerful floral aromas and hints of peach and ripe apricot. The wine has an inviting sweetness, well balanced acidity and a polished finish.
Mia Light & Crisp is currently stocked in Asda and both variants are available for retailers to stock now. Both have an RRP of £9.99. The Mia collection also comprises two still wine variants: Mia Signature Blend No. 1 (red) and Mia Signature Blend No.2 (White), both have an RRP of £8.49.
