Guy Anderson Wines have teamed up with Italian producer Enoitalia to bring their "radical and stylish" Voga brand to the UK.
Resembling something more like a bottle of shampoo, Voga will be marketed towards the younger, more "style-conscious Millenial generation" of wine drinkers, but could result in consumers thinking they’ve ended up in the health and beauty section of Tesco.
Simon Bradbury, Sales Director of GAW, said: “We believe that bold innovation is key in order to attract new consumers and trade others up through the wine category. Voga has proved a massive hit across the world, so we are confident it will also excite plenty of interest in the UK.”
Voga has exceeded company expectations across the pond, but GAW and Enoitalia may be taking a gamble with the brand, as older wine drinkers could be put off by the uncharacteristic design of the bottle. The cork closure with large, airtight twist cap is however a thoughtful feature, and will keep the wine fresh for longer.
Voga is available in four varieties, a Pinot Grigio IGT Delle Venezie, an IGT Sicilia Merlot, a Voga Rosa pink and Pinot Grigio sparkling wine.