North Lake Wines Launches Smashed Grapes with a Splat

North Lake Wines, a division of Constellation Wines U.S., introduced a California wine brand called Smashed Grapes, whose mission is to make premium wine (about $10/bottle) fun and accessible to 25- to 34-year-old wine drinkers. New and emerging wine consumers are causing premium and super-premium wines to achieve double-digit growth in both volume and dollar sales, much of it fueled by "non-traditional" brands.

"Many new and emerging wine consumers are savvy young professionals who value quality and like good wine, but dislike the stuffiness and ritual often associated with it," says Bethany DiSanto, marketing director for Smashed Grapes. "The message of Smashed Grapes is that enjoying premium wine can be simple, fun, and non-pretentious."

The bold, vivid labels of Smashed Grapes are awash in bright splashes of color suggesting the splatter of smashed grapes, while the light-hearted back label copy declares that: "Grapes don't mind being smashed. It's their destiny."

Crafted by Constellation Wines U.S. chief winemaker Ken Shyvers from choice fruit grown throughout California 's premier wine regions—including a sizable portion from the cool Central Coast—the four Smashed Grapes wines are fresh, vibrant, and flavorful. "I wanted the wines to be fruit-driven, with good acidity to keep them bright and fresh," Shyvers says.

True to the brand's theme of accessibility, the wines are sealed with a screwcap closure for easy opening. "The fruit is always front and center, with oak used as a complement." Shyvers adds that the screwcap closure is key to Smashed Grapes' appeal. "I'm a big fan of screwcaps for wines of this style and price range," he says. "They eliminate the possibility of cork taint, ensure consistent product quality and make it easy for customers to access the wine."