Freixenet Copestick extends I Heart into spirits
Freixenet Copestick is extending its successful I Heart brand into spirits, starting with the launch of two gins.
The I Heart Spirits sister brand follows the producer’s vision to make wine, and now spirits, accessible and enjoyable for everyone.
The company said: “Most consumers have little knowledge about wine and simply want to find the wine they like as quickly as possible and for great value. Wine can be intimidating, overwhelming and unnecessarily complicated.
“The spirits category has now become as complex and crowded as wine once was, we therefore believe this is the perfect moment to introduce I Heart Spirits. For all those consumers that simply want a straight talking, delicious, no nonsense gin and tonic we are the perfect solution. Accessible, attractive and affordable.”
The new brand is launching in time for Christmas and it will be exclusively available at Nisa stores from December 2, with full launch activity towards the end of January, ready for Valentine’s Day.
Sainsbury’s will be the first major retailer to launch I Heart Spirits and it has plans to introduce the brand via a full Discovery Bay to include I Heart Gin Spritz cocktails.
Dani McDonald, brand manager, said. “We are thrilled to be entering a new category with a product that has real stand out. Simplistic, stylish and absolutely delicious.”
The first drinks to be launched include I Heart Gin, a classic gin with a subtle juniper taste; and I Heart Pink Gin, which has flavours of strawberry, juniper and selected herbs.
I Heart Wine was launched in UK stores in 2011 and it is now the tenth largest wine brand, according to IRI data (MAT to September 8, 2019).