A new sparkling wine brand called Gigglewater aims to take on the Prosecco and Sparkling Wine category.
Inspired by the 1920’s playful American term meaning alcoholic beverage, Gigglewater offers a Prosecco DOC; a Frizzante Secco in bottle and 20cl can, as well as a range of 20cl canned flavoured sparkling wines. Gigglewater’s aim is to establish the brand in the Prosecco and canned Secco market, leaving the door open to source from different countries of origin.
Catherine Monahan, founder of Gigglewater Wines, said: “With growth of sparkling wine continuing at around 23% (Nielsen: Grocery Multiples & Impulse, 52. 18th July 2015) we are really excited to be launching a new brand into this dynamic category. By initially leading with Prosecco, Frizzante and ‘Secco’ we retain the Italian link whilst allowing ourselves the flexibility to move away from Italy in the future and build a global brand. By taking advantage of changing technology, innovation, occasion-based drinking and worldwide Prosecco pricing fluctuations, we have created a range of modern wines for 2017 that are relevant to Millennials and female consumers.”
The Gigglewater Wines range comprises: Gigglewater Prosecco DOC 75cl, made from 100% Glera grapes (rrp £9.99), Gigglewater 20cl Frizzante Secco, made from 100% Glera grapes from the Marca Trevigiana region (rrp £1.99), Gigglewater Frizzante Secco 75cl (rrp £6.99 - £7.99).
There is also a range of flavoured sparkling wines in 20cl cans (rrp £1.89): Strawberry & Rhubarb; Elderflower & Mint; Peach; Pink Bubbles Rosé.
Consumers will be able to join the Gigglewater Wine Club online community, where they can purchase product and have access to unique experiences and offers such as free tickets for exclusive tastings and events, wellness retreats and gastronomy trips. Members will be part of a unique group of consumers who can brainstorm and influence innovation and NPD and attend exclusive events such as the brand’s Ibiza launch party in April 2017.
The UK launch of Gigglewater is being supported by a significant marketing campaign including the #howtomakeagirllaugh online campaign which will include a collection of comedy videos written and acted by a comedian. Further marketing activities involving comedy, sponsorships, health and wellness retreats and collaborative marketing activities with retailers and on trade customers will take place in 2017.
The new brand will support a number of charities starting with the Cahaya Orphanage in Borobudar, Indonesia. The firm’s mission is to build a bigger home for children orphaned during the volcanic eruption.