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Copestick Murray pushes ahead with Superhero wine range

Published:  22 May, 2018

Copestick Murray is pushing ahead with the development of a wine range focused on linking variety and style to superhoeros, aiming at the millennial market and consumers seeking an accessible and catchy way to engage with wine.

“This project has been in development for some time and is still a work in progress,” said Barry Dick MW, head of winemaking at Copestick Murray, who conceived the idea.

Harpers understands that the company has had to tread carefully over the labelling of its proposed ‘Superhero range’, engaging legal services, to ensure that there are no infringement issues with certain well-known comic book characters, but that the road ahead is now clear to continue with development of the range of wines and their catchy labels.

Dick said that the wines could be ready to show to the market before the end of the year, with potential interest already shown by some of the UK trade.

The company confirmed the range would be priced between £7 and £9, to be sold in the off-trade, and would be aimed at millennials.

“The idea behind it is the journey – a wine journey,” Dick said. “We are taking a left field approach to this project.”

He added that the number of wines in the range, which will include both mainstream and more off-piste styles, including a Portuguese red, had not been determined, but that it could extend over time.