The UK’s favourite wine brand from Germany introduces new premium range
Summer 2022. Black Tower, the UK’s favourite wine brand from Germany, has announced the launch of its new premium Club Edition range.
The newly-crafted wines, which are 100% vegan, will be presented in a bespoke, glamourous cut-glass bottle. The luxurious look and feel of the bottle will delight consumers seeking an elevated, yet fun, drinking experience.
Family-owned winery Reh Kendermann felt it was the right time to add a premium tier to their popular range. Premiumisation has been a key trend over the last two years*. And although this might be impacted by the ‘Cost of Living’ crisis, history has shown the wine category is resilient in times of economic torment. More than ever, Shoppers will be in need of mini luxuries and will want to cheer themselves and their loved ones up.
The new Black Tower range
This new Club Edition range will meet the increasing demand for wine to deliver on visual cues as well as taste. A growing share of shoppers are curating their life for the world to see and Reh Kendermann feels it is important to deliver products that address this need.
Reh Kendermann’s Esther Schumacher, Brand Manager of Black Tower said:
“With Club Edition we are offering a premium on-trend product at an affordable price point, which we hope will spark a totally new generation of Black Tower enthusiasts.
Club Edition offers consumers an indulgent great-tasting wine to be enjoyed during those special moments in life and the beautiful bottle adds that ‘Instagramability’ factor. We are very excited to see where Club Edition takes us next.”
Made to the highest standards, the range comes in an off-dry, German Riesling, as well as a Provence style, pale Pinot Noir Rosé.
Club Edition’s Riesling is a crowd pleaser with a notable twist, featuring notes of citrus, passion-fruit and juicy peach. The heritage and terroir of this varietal is expressed through its subtle minerality. The Club Edition Riesling is held on the lees before bottling. This adds a hint of creaminess, provides good structure and creates a delightful well-balanced wine.
The soft pale pink colour of the Pinot Noir Rosé looks particularly alluring in the new Club Edition bottle. The bouquet of juicy redcurrants, apples and fresh red fruit, combined with a pleasant, exquisite acidity gives this easy drinking wine its lively zest and a seductive appeal.
Our take on the launch of Black Tower’s Club Edition
This launch coincides with the transfer of all of the Black Tower business into North South Wines. This follows Reh Kendermann becoming a shareholder in April 2020.
Kim Wilson Managing Director of North South Wines says:
“We are super excited for the launch of Club Edition and it is great timing with us taking the day to day responsibility in the UK market for the brand. There is an appetite from consumers to trade up and also experiment into more premium gift like brands to treat themselves. This is of course followed by enjoying the Premium German wine for Club Edition and will open the door to encourage consumers to try more German wines in the future”
The brand will be supported by a #GetReady Summer/Autumncampaign including social media giveaways and experientialmarketing. The concept is based around the time spent getting ready before hosting or going out. This is a ritual people do all over the country regardless of age, gender or wealth, and is a great drinking occasion for a glass of Black Tower Club Edition.
The wines will initially launch into Wholesale Cash & Carry Impulse and Online channels and are available exclusively through North South Wines.
*Above £8 has been the fastest growing segment in 2021 – WSTA April 22 report.
– ENDS –
For samples, interview requests or images, please contact ANM Comms:
About Black Tower
For more than half a century, Reh Kendermann’s Black Tower has stood the test of time and today it is still the No.1 wine brand from Germany. Black Tower is exported into 35 countries all over the world. Along with the Fruity White and Rosé, the range also includes Silvaner Pinot Grigio, Riesling, Sauvignon Blanc, Blush, Smooth Red and Pink Bubbly. Not to mention the enormously successful B by Black Tower 5.5% lower alcohol and ranges and Black Tower Alcohol Free wines.