A range of wine packaged in perfume-bottle shaped containers has just been launched in Italy and Germany. The drink is specifically targeted at women and makes life for the occasional-but-still fashionable person considerably easier, as there are only three flavours to choose from.

Grappa distillery, Mazzetti d’Altavilla’s Essentia Vitae, is a range of three “scented” wines called: No 4 Ruche (jasmine-scented), No 6 Malvasia (rose), and No 8 Moscato (violet).

Some have criticized the drink, saying it’s yet another form “feminisation” of a product. But marketing experts say it’s a triumph of design. Product Launch Analytics, an arm of major business analyst Datamonitor named the product “innovation of the week” earlier this month.

PLA’s director, Tom Vierhile said:

While perfume-inspired wine may be an acquired taste, Essentia Vitae goes further than most to connect to female consumers. Its perfume-like packaging should break through the crowded product assortments that can often confound shoppers.

[Source : The Gaurdian]