Few briefs get us as excited as the one presented to us by the Watkins Wine Group. Their idea was one of the most innovative we’ve heard in nearly 30 years of working with wine producers.

That idea was to make a dry Rosé that's lighter in alcohol (9.5%) and infuse it with natural marine collagen.

We’ve long thought that if we were to build a wine business, we’d make sure the wines we made were those people wanted to drink. In our experience, most winemakers make the wines they like to drink in the hope customers like them, too. Overwhelmingly, the industry is production, not consumer-led.

Pure Glow is the very opposite. The target market was tightly defined — health-conscious Millennial and Gen Z females. We knew who they were, what they liked and valued, and their aspirations and desires. And a wine was made precisely for them. And not just any wine, but one that straddles and blurs categories.

Much has been written about the declining consumption of wine worldwide, particularly among Millennials. To them, wine is not cool. Pure Glow dispels this and speaks directly to them. It extols consumer benefits beyond soil, vines and winemaking. And it compliments their lifestyle. It’s innovations like Pure Glow that will engage this cohort and introduce them to the world of wine.
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Matt Remphrey