Symington Launches New Line of Port Geared Towards Younger Generation
Niko Pajkovic — October 28, 2021 — Lifestyle
References: symington & thedrinksbusiness
Symington Family Estates, a premium port wine producer based out of Portugal, has introduced a new line under its subsidiary brand, Graham's Port. The new range comes with two versions: a ruby port named 'Graham’s Blend No12' and a white port called 'Graham’s Blend No5.'
According to the company, the new line of ports is targeted towards a younger generation of wine drinkers who may otherwise overlook the port. In addition, both new expressions have been crafted to be highly mixable. “We suggest people mix the white with tonic and some ice and lemon and mix the ruby port, which is fresher and tastes like forest fruits, with sparkling wine or ginger beer," explains Luís Fernandes, the marketing representative of Symington Family Estates.
Image Credit: Symington Family Estates
According to the company, the new line of ports is targeted towards a younger generation of wine drinkers who may otherwise overlook the port. In addition, both new expressions have been crafted to be highly mixable. “We suggest people mix the white with tonic and some ice and lemon and mix the ruby port, which is fresher and tastes like forest fruits, with sparkling wine or ginger beer," explains Luís Fernandes, the marketing representative of Symington Family Estates.
Image Credit: Symington Family Estates
Trend Themes
1. Port Wine Mixability - As more consumers look for versatile drink options, there is an opportunity for port wine producers to focus on creating mixable versions for younger generations.
2. Young Consumer Targeting - Port wine brands can tap into younger demographics by marketing their products as trendy, mixable alternatives to traditional wine options.
3. Premiumization of Port Wine - There is a growing opportunity to highlight the premium qualities of port wine and market it as a luxurious and sophisticated drink option.
Industry Implications
1. Wine and Spirits Industry - The wine and spirits industry can take advantage of the rise in younger, mixable drink options by developing and promoting innovative products that cater to this segment.
2. Marketing and Advertising Industry - Marketing and advertising firms can partner with port wine brands to develop campaigns that target younger demographics and emphasize the versatility of port wine.
3. Hospitality Industry - The hospitality industry can leverage the growing interest in premium port wine by adding it to their beverage offerings and promoting it as a sophisticated alternative to traditional wine options.
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