Individual and unique is how the young female target group of the Generation Z wants to feel. Product presentations should create an experience unlike any other. Exactly this feeling is expressed in the new brand Allure made by Zimmermann-Graeff & Müller (ZGM) of the Mosel region: “Uniquely luxurious. Stylish. Slightly sexy. And shamelessly different. Who says that wine has to be boring?” A wine concept for that particular tingling indulgence.
ZGM is opening a new market segment in the German food trade with this brand Allure. What has already become commonplace in the realm of the trend spirit gin, is now innovatively being taken up for the wine sector: This product should catch the fancy of the target group of the young, spend-happy wine newbies around 20+, who seek shopping experiences involving extraordinary product presentations, the Generation Z. This wine will already be something special in its packaging with its glamorous brand appearance in a classy “diamond-cut” bottle and a startling, high-quality pearly effect label.
“Allure is a statement to the unadulterated joy of life. A charming temptation for all senses turning every moment into a glamorous stroll down the catwalk. A wine with star airs and graces which loves to stand in the centre of things and is at home on the international stage. That tiny bit of luxury that needs no special occasion but giving so much pleasure and delight while making a grand appearance. Exactly the right thing for the female target group 20 +”, adds Gerald Wüst, Marketing Manager at ZGM. The new brand Allure in its “Diamond Edition” is available in three colours made from international grape varieties: Merlot Rosé, Pinot Grigio and Cabernet Sauvignon.
The bottle is unique in the wine sector and has a high impact and striking impulse at the POS and stands out positively not only by its elegant design but also by the extraordinary and special glossy effect of the designer bottle. This wine is a statement.
Deputy Marketing Manager
Managing Director Sales, Marketing and Import Department
Tel.: +49 6542 419-0
Fax: +49 6542 419-150