Ménage à Trois, the wine brand widely credited with creating the wildly popular $10 California Red Blend category, launched Sweet Collection (9.5% ABV; SRP $15), a new lineup of sweet, semi-sparkling California wines.
It’s the first new line from the brand since the sparkling collection debuted in 2014.
“As longtime leaders in the Red Blend space, we pride ourselves on understanding the category’s consumer,” said Mark Dunlea, vp-marketing. “Our research has confirmed what we’ve long believed – consumers are looking for occasions to indulge and treat themselves. The Ménage à Trois Sweet Collection overdelivers on that market need as a uniquely sweet, semi-sparkling California wine. This new tier further emboldens our Ménage à Trois portfolio, which has proudly been recognized for releasing the No. 1 new wine item for six consecutive years1.”
Consumer research found strong interest in a sweeter offering from the famously indulgent wine brand.
Ménage à Trois Dolce is a decadently sweet Red Blend that’s brimming with a wealth of dark blackberry and raspberry flavors, accented by warm notes of cherry vanilla. Ménage à Trois Moscato is crafted with premium grapes ripened in the California sun. The satisfyingly sweet White Blend is bursting with ripe peach and bright tropical fruit flavors that lead to a refreshing finish.
The lineup’s launch is supported by “Sweet Utopia” – a vibrant and energizing campaign reflective of a younger and more diverse audience. This creative campaign depicting a captivating wine experience will garner 35 million digital impressions within its first six months, complementing the more than 200 million impressions that the brand’s TV campaign secured during the holiday season.