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Origin brings Electric Sky single-serve wine brand to the UK

Published:  06 June, 2017

Origin Wine is poised to launch its Electric Sky wine brand in the UK in a bid to replicate its success in the US.

The Electric Sky brand, which Origin Wine launched across the pond last year in partnership with Interscope Records, comprises two Italian varietals - Pinot Grigio and Prosecco D.O.C, alongside a French Rosé.

Designed to tap the thirst for convenience, and pitched as a premium, consumer-friendly wine “born out of music”, the trio comes in single-serve format, with the Pinot Grigio and French Rosé available in 250ml cans, while the Prosecco will be offered in 2ooml bottle format featuring a crown cap closure.

The range, which will make its UK retail debut in September, had received “immediate acclaim” in the US from press and consumers alike, who had welcomed the “unique portable packaging and premium quality wine”, said Origin Wine, which showcased Electric Sky at last month’s London Wine Fair.

The range appealed to younger wine consumers – a demographic that had emerged as the most sought-after in the wine business as it now represented the number one wine-drinking segment worldwide, said sales director, Jon Woodriffe, adding Electric Sky had received a “lot of positive interest” at the fair.

The partnership with music powerhouse Interscope Records had garnered “tremendous buzz” throughout the US in the music and social scene, he added.

“Electric Sky is the first and only wine brand housed under a music label, making it a natural fit for popular music festivals and events, where it had proven to be a “major hit”.