Brand Extension
From 2001 on, Langguth also embarked on a brand extension, and has introduced several other wines under the Blue Nun name, including a German Riesling ice wine, a Languedoc Merlot and a Spanish rosé. Sales in 2004 rose by 11% in the UK, but from a low base.
In 2009, Blue Nun launched Blue Nun Gold, a sparkling wine which contains flakes of 22-carat gold. It is hoped the drink will appeal to young women drinkers, and will help position the brand differently.
Read more about this topic: Blue Nun
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