Cheeky wine brand seeks to challenge 'traditional' Prosecco

By Lisa Riley

Published: 29 June, 2017

Cheeky Young Wines Co, part of International Wine Shippers, has made its UK debut with the launch of a Prosecco.

Produced by the Vinicola Serena winery, Cheeky Prosecco (rrp: £12.49) is available now in the UK following its launch in Europe earlier this year. Poitioned as an extra dry tipple, it is described as "fresh, crisp and easy to drink".

The fizz is the first release under the new Cheeky brand, with plans to introduce a selection of still wines, including Sauvignon, Pinot Grigio and Merlot, in the foreseeable future.

Riding the Prosecco boom, the brand had been created to deliver a “completely unique presentation and proposition”, said Dominic Hovington, managing director, International Wine Shippers, adding it separated itself from the endless supply of traditional Prosecco and would with its fun attitude appeal to Millennials.

“Our aim is to source wines of the finest quality and most popular varieties from around the world and bring them to market in a fun and approachable way.”

The company is hoping to drive awareness with a “strong social media presence”.

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