Ironstone Vineyards Debuts Winery's First Rose -- In Cans
Lodi, Calif.—Ironstone Vineyards, the family owned-and-operated winery with a long, storied history in California’s Lodi and Sierra Foothills appellations, is rolling out its popular Obsession Symphony White and Red Blend wines, and the winery’s first Rosé, in fun, eye- catching cans.
Available in mid-June, 2019, Obsession Cans are easy to open, light-weight and recyclable – the perfect two-serving (375ml) container for bringing wine to the beach, camping, boating and other outdoor activities, especially where glass bottles are cumbersome or prohibited. What makes Obsession Cans stand out in this emerging “new container” segment of the wine industry is the high-quality wine inside, and the Cans’ modern graphics, with a slightly “retro” feel.
With their light, fresh and crisp flavor profile, Obsession wines are a natural choice for this new way to bring wine to market, according to Joan Kautz who owns the winery along with her brothers and her parents (long-time fruit and grape-growers who founded Ironstone Vineyards in 1990). “Though Obsession Symphony and Red Blend are wines that have received numerous 90+ ratings and Gold Medals in wine competitions around the country, they also have a playful image that we believe is well-suited to active and fun occasions when consumers will be looking for wine in cans.”
Joan added, “We would only explore cans if we could ‘raise the level of the can experience’ with high quality wine inside, both to satisfy our current Obsession fans and to encourage those trying Obsession wines for the first time via cans to become repeat customers of both the cans and bottles.”
In an effort to visibly demonstrate the winery’s commitment to quality, Obsession Cans are ‘vintage dated” on the bottom, with the date they were filled. “We’re expressing our confidence that there is freshness and quality in the can, so much so that once the novelty of buying wine in cans wears off, consumers will continue to purchase these wines because they are consistently great-tasting,” Joan explains.
Introducing Ironstone’s first Rosé wine in cans under the Obsession label also shows the winery’s belief in the new delivery system. Obsession Rosé is an effervescent, off-dry blend of Pinot Grigio and White Zinfandel, with charming aromas of strawberries and flavors of pomegranates and citrus. “We think the fresh, fruit-filled taste of our Rosé, with its crisp finish, is ideal for cans,” Joan adds. “The wine’s flavor and style also make it a great fit with the Obsession aesthetic.”
The graphics on the cans are reminiscent of 1970’s “circle” designs; a bit retro and very appealing. Dennis Kreps, who owns with his father, Stephen D. Kreps, Quintessential (the marketing and sales company that represents the Ironstone and Obsession wines) applauds Ironstone’s first wines in cans. “We believe that the Kautz family has made great decisions in the creation of Obsession Cans. It’s the right wines, with their taste characteristics and already-established ‘fun’ image, and the right packaging, with the freshness date on the bottom and distinctive graphics. Obsession Cans will be especially attractive to younger wine enthusiasts who are open to looking beyond traditional glass bottles and trying wines in containers that easily fit into their active lifestyles.”