Hot on the…ahem…heels of Vincor’s May launch of Strut Wines which include such fashionable names such as Chardonista (Chardonnay), Well‐Heeled White (Riesling and Gewürztraminer blend), Cab Couture (a blend of Cabernet Franc, Cabernet Sauvignon and Merlot) and Red Over Heels (Merlot). Vincor has now launched Open Wines which include another Riesling‐Gewürztraminer blend, Cab2‐Merlot (Cabernet Sauvignon, Cabernet Franc and Merlot blend), and another Merlot.
Strut is clearly being marketed to women wine drinkers with fashion related names, label images and a tag line of “The wine with legs”. Open wines are being targeted at a savvy “internet generation” with packaging that I quite like. The concept of “open”(internet, data, goverment, social etc.) is a very hot topic that Vincor hopes to leverage. Vincor is thus using social media tools for these two brands to reach their targeted demographics. Both can be found on Twitter (@strutwines/@openwines) and Facebook (Strut/Open Wines). Open wines also has its own blog.
Both Strut & Open wines are 100% VQA wines (no Cellared in Canada here) and all are priced at $11.95. All bottles are under Stelvin (screwcap) enclosures. Strut can be had at Vincor-owned Wine Rack stores and Open is available at LCBO stores. Of course, you can use WineAlign to check on stock at your local store.
Filed under: Featured Articles, News, Wine, "Wine Rack", LCBO, Ontario, Open, Strut, VQA, Wine
I was at the LCBO and they checked their computer for Strut 2007 Merlot as mentioned in an article in “Zoomer” magazine.
They said they had no record of ANY Strut wines listed with the LCBO.
WHere can I get it?
Strut wines can be found at the WineRack stores.
Are there WineRack stores in Kitchener?
“Strut” is available at LCBO under the brand name “Open”. Exactly the same wine, just different labels. They just wanted a Wine Rack exclusive brand name and something that could be a competitor to similarly titled brands (“Girl’s Night Out”, “Little Black Dress”, etc).
Surprised they went with Wine Rack only brands to be honest after the fiasco that was the awful “Simply” range…(and let us not forget “Night Raiders” and “Sawmill Creek Weekend Reserve”).
At least this one’s an easier sell because it’s a VQA product.