September 2018: Cupio Rosé is the latest innovation to be released by Accolade Wines, after they identified a gap in the market for a more contemporary and edgy Rosé with wide consumer appeal.
Andrew Stark, General Manager – Marketing and Category, ANZP at Accolade Wines, said that the launch of Cupio will disrupt the stereotypical category cues.
“Overtly feminine Rosé is ubiquitous in this market, so the addition of a more masculine and contemporary Rosé will help to recruit even more drinkers into the category.
“The Cupio bottle is a unique shape for wine – one more commonly seen in the spirits category – so the design will really stand out on shelf, particularly to male consumers. We believe it will be a game changer in terms of influencing the at-shelf purchase decision among shoppers,” said Stark.
The name Cupio is derived from Latin and means ‘desire’ or ‘long for’. The label artwork is adorned with ornamental visuals such as serpents, roses and Cupid’s quiver and arrows and is designed to bring to life the temptation and desire that the name invokes.
The use of high gloss, matte and metallic finishes on black paper presents the wine to consumers in a masculine format. The label has been purposely positioned to show as much of the wine as possible to help influence purchase behaviour.
The Rosé category is still in strong growth. It is valued at $130 million and is growing at 50 per cent. This is driven by the more premium $15-$20 segment and demanded for dry Provence style Rosé – both of which are reflected in the winemaking style of Cupio and its RRP $20.00 price point.
Cupio Rosé is a delicate rose petal, light salmon pink in colour. It has wild strawberry and crushed oyster-shell aromas with white chocolate shavings and exotic spices on the nose. The palate is refreshing and elegant with a touch of creaminess and pink grapefruit and citrus flavours.
Cupio Rosé is available from BWS nationwide in October.
Cupio will also launch a Sparkling Rosé in January 2019 that will be available in Dan Murphy’s and BWS.