Pale Cream and Medium are styles which are not widely available on the Spanish market and the PX has a little Moscatel blended in so they are quite novel wines in Spain, but easy to drink. The labels carry the approval of the Women’s Institute and were designed by the well-known illustrator Lore Vigil-Escalera who worked with Romate before on promotional material for Fifty Pounds Gin. The attractive labels are aimed at supermarket shelves where some 40% of consumers buy wine because they like the label, and the bottle shape was chosen because there is more room for the label.
According to the commercial director of Romate, Marcelino Piquero, the aim is to approach a new, younger customer with an informal message, and not just in export markets. They are wines which can be taken in a large glass with ice and a slice of orange or lemon, and the Medium will take a splash of soda. First to be launched is the Pale Cream, the first 500 cases of which should be seen in local shops shortly. The bodega is thinking of extending the range to dry wines at some point, especially with a Fino, but it will also be unusual.