Freixenet aims to bring women to Spanish wines with new brand Mia

Freixenet is investing pound;1m in the launch of a new Spanish wine brand, Mia.

Research by Freixenet has indicated that women see the Spanish category as old fashioned, with wines heavy or oaked in style, with masculine packaging and a range that is simply unappealing. As a result, there is a shortfall in sales of Spanish wine to women compared with other countries of origin.

To fill this gap in the market, a red and a white under the Mia brand have been created by wine maker Gloria Collell, with the support of the Freixenet family.

“The launch of Mia is set to be the biggest still wine launch of the year,” commented Suzanne O’Hara, head of marketing, Freixenet UK. “With consumer research steering everything from the blend development to the packaging route we are confident that Mia is a brand for the 21st century woman.”

Contact: 01344 758500.

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