Taking their cues from craft beer Crown Cellars' Quirky Wines range has been extended, after a "hugely successful" debut.

Overly complicated names and sophisticated labelling can alienate drinkers, particularly millennials, from wine, research from the Carlsberg UK owned Crown Cellars shows.

Created by wine buyer Louise Boddington and Crown Cellars master of wine Jonathan Pedley, this range aims to break down barriers around the branding of wine and took inspiration from the alternative and creative labels often found in the craft beer category.

The seven new additions to the range (see below) will, "enable operators to grab the attention of consumers whilst providing great tasting, credible, quality wines," said Jonathan.

"There is huge competition in the drinks category with many products vying for attention. Our aim with the extension of our Quirky Wines range is to encourage new consumers into the category by making sure what they are looking for is on offer. Every aspect of the new collection has been carefully chosen to stand out in the crowd."

 

The wines:

Grapeful Dead Chardonnay A dry and lively Chardonnay with some pear and spice aromas, this is an easy drinking Chardonnay with a lively palate.

Grapeful Dead Shiraz An off-dry, mid-bodied fruity red that is soft in acidity and tannin with a mid-deep pink appearance and a mid-intensity of youthful jammy dark berry fruit.

Clockwork Raven Sauvignon Blanc An off-dry white wine that is clean as a whistle with vibrant acidity and a seasonably intense aroma.

Dead Man's Dice Malbec A deep and vibrant Malbec with an intense nose of plum, damson and dark chocolate aromas. Lush and layered on the palate, with well-integrated oak and plenty of fine tannins.

Brightside Pinot Grigio A light-bodied clean and fresh off dry white wine with a youthful, appley fruit and pale green appearance, the palate is moderate in acidity and light bodied.

Brightside Cabernet Sauvignon A mid-bodied red wine that has a plummy fruit and a reasonable grip of tannin. With a mid-ruby colour, the aromas are clean and light plum and prune, and it is low in acidity.

Brightside Zinfandel Rosé Medium-sweet wine with juicy red fruit flavours and a refreshing finish, the cherry pink wine with purple hues is light on the palate with lots of juicy strawberry and raspberry fruit flavours.