Wine producer Doina Vin dares a novelty in Moldovan wine marketing, by launching the brand “6n wines”. While debates are still ongoing about how to get young people interested in wine rather than beer, this winemaker shows how this could be done.
«6n wines»
The colorful labels contain minimum of information – the brand name 6n and a hashtag, which recommends an occasion. If you are interested in the grape variety, check the back label. For better differentiation between the six wines in this series, each label has a different color: #VictoryWine has a violet label, #LoveWine a red label, #PartyWine a pink label, #RelaxWine a blue label, #AdventureWine an orange label and #PlayWine a yellow label. The very brand name “6n” is intriguing: by replacing the Arabic numeral 6 by the Roman one, you get VIn, i.e. “vin” which is the Romanian word for “wine”.
Doina Bors, Commercial Director at Doina Vin, revealed the rationale for this concept:
“6n wines is a brand for millennials by millennials. We started this brand with our own demographic in mind. We noticed among our friends and colleagues (age 25-35), all over the world, a common challenge – they liked wine, but were intimidated by it. Most of them thought that choosing wine was stressful and required extensive knowledge. We wanted to come up with a concept to close this gap. And that’s how 6n happened – an attractive and fun brand that spoke the language of our consumers.
A “6n” wine bottle is easy to remember by the label color. Next time you ask your friend to grab a 6n red or 6n violet, it will be unmissable. There is a logic for the recommended occasions on the label. Each of them are matched with the grape variety in the glass. For example, #AdventureWine is a Chardonnay, which is the white grape variety most spread in the world, like a traveler who looks for adventures. This wine is ideal when meeting somebody new, exploring new places or starting a new project. The occasions on the bottle should help you to choose a wine, just read the hashtag with the hint. Six wines – for six occasions in life. “
The series is made of young wines from 2016, with no maturation. They have a well-defined, uncomplicated taste, ideal for young people who are just beginning to discover the taste of wine for themselves. Therefore, white and pink wines are made with natural residual sugar (semi-dry), as dry wines are usually perceived by beginners as too sour. Also, for convenience, it was decided to use a screw cap for capping the bottle. If the bottle is not drunk immediately, it can be easily closed with the cap and put in the fridge.
Artitude
Doina Vin loves the play on words. Next riddle – Artitude, a combination of two words – Art and attitude.
“We want to promote both the art of winemaking, and local art in general” says Doina. – Every year we work with different artists (in 2015, with Olesea Caus, in 2016 – with Mihai Ungureanu) to showcase our folklore and our values through an artpiece on the label. Currently, the series includes three wines – a red blend of Cabernet Sauvignon & Merlot, 2015, and two more dry red wines with protected geographical indication of Codru – Merlot, 2015 and Merlot, 2016 (aged in barrels for six months). Harvest 2017 will offer 5 types: dry white, pink and red wines. The wine is made in a traditional style. “
Artitude will cost in stores in Moldova about 90 MDL. In China, they are already sold successfully.
Perla Neagră
Black pearl is a rarity. Our premium wines were named Perla Neagra (Black pearl in Romanian) to highlight their rarity. A Chinese myth tells about the origin of black pearls as follows: one day a terrible battle between dragons took place. The sky was lit by lightning, spewed by the dragons, clouds got thicker and a terrible thunderstorm began. It started raining, and the drops were black pearls.
On the label’s white background there is a black pearl and a fire-breathing dragon as well. The accent in this series will be made on red classic blends, aged one year in oak barrels. The first wine is dry red blend of Cabernet Sauvignon & Merlot & Pinot Noir, 2014. But in 2016 a fine wine with residual sugar, a late harvest Chardonnay, has also joined the series. You will be able to purchase these pearls in the near future, at a price of 120 MDL.
About Doina Vin
Its history began in 1875, when the Polish boyar Dimanovich crafted wine from the first harvest in the cellars in Razeni village (now – Ialoveni district). In 1993 the company Doina Vin was created. Since 1995, Doina Vin has invested in planting of vineyards and renewing the equipment. In 2000, the company became one of the largest Moldovan wine exporters to Western Europe, the main market for its products being Germany. Currently, Doina Vin owns 200 hectares of vineyards. Doina Vin is maily export-oriented, but in the summer of 2017 we launched the first products on the Moldovan market.
