Marcus James Sports New Look for Fall – Argentine Wine Brand Introduces Bilingual Label and Beautiful New Graphics

“Marcus James, the number one Argentine wine brand in the U.S., is introducing a new package to the U.S. marketplace this autumn. The new package includes bilingual messaging, colorful new graphics, and varietal specific color coding with matching foil graphics.

“Marcus James has been a great success in the U.S. and has continued to grow over the years,” said Bethany DiSanto, Director of Marketing for North Lake Wines, the U.S. importer of Marcus James. “With more and more Americans speaking both Spanish and English, we believe that this new label will have wider consumer appeal. It is bright, eye-catching, and iconic, reinforcing the brand’s Argentine heritage. The exciting and colorful design will entice new consumers while maintaining the image and quality that established Marcus James drinkers have come to expect.”

According to a Wine Market Council study published May 2006, as the U.S. Spanish-speaking community evolves in its tastes and preferences, they are also emerging as a leading wine consumer group. Wine consumption among Spanish-speakers is increasing more than any other ethnic group, with 31 percent consuming more wine now than they did previously. Among Spanish-speaking consumers, one third of wine they consume is imported. Favorite imported wines include those from Chile and Argentina.

With the introduction of bilingual labeling, Marcus James is looking to attract Spanish speaking consumers and further reinforce the brand’s heritage. The front label now states that Marcus James comes “De los Vinedos del Sol” or “From the Vineyards of the Sun.” The back label features tasting notes in both English and Spanish. For example, the Cabernet Sauvignon states:

The Mendoza Cabernet Sauvignon Este Cabernet Sauvignon de Mendoza
has a full varietal character tiene un tipico caracter varietal,
complemented by layered berry completado por notas a frutos
notes, spice overtones, and rojos, especias y vanilla. Es un
hints of vanilla. Its full body vino cuyo cuerpo estructurado lo
makes it the perfect partner hace perfecto para marinar con
for a flavorful, savory meal. comidas sabrosas.

The new labeling also includes beautiful and colorful, native Argentine graphics and varietal specific color coding. Each varietal features foil graphics as well for easy varietal identification and increased shelf presence.

Marcus James is the number one Argentine brand in the U.S with a 26 percent share of the Argentina wine category, almost three times as big as the next Argentine brand. Marcus James has the top three selling SKUs (Chardonnay, Cabernet Sauvignon, and Merlot) in the Argentine category with volume sales continuing to grow. Argentina is the fourth largest producer of wine in the world. The Argentine wine category in the U.S. is up 26 percent in dollar sales and 15 percent in volume sales in the U.S according to IRI Total U.S. Food & Drug, 12 weeks ending 8/12/07.

About North Lake Wines

Marcus James is imported by North Lake Wines, the classic wine producer of Constellation Wines U.S., offering consumers more than 25 highly regarded wine brands. An operating division of Constellation Brands, Inc. Constellation Wines U.S. encompasses the four U.S. wine businesses: Icon Estates, Centerra Wine Company, Pacific Wine Partners, and North Lake Wines. Leading brands from North Lake Wines include Mouton Cadet, Escudo Rojo, Kelly’s Revenge, Marcus James, J Roget, Great Western, Paul Masson table and dessert wines, Taylor California Cellars and Taylor NY.”*

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