Introducing the latest additions to the Crush portfolio – The Show Off
We’ve all had those moments when we are just so pleased with ourselves that we can’t help but show off and parade our success like a peacock – or at least we all know someone who has done this! One of the most impressive things about real peacocks is their mesmerising fan of a tail with its iridescent blues and greens – it is a truly captivating display. It was this dramatic and inspiring display that got us thinking and eventually led us to create our brand new trio of wines. Commercial Manager, Emma Laval said ‘We conducted extensive market research and looked into consumer buying habits and shift in style preference and it became apparent that along with the ever increasing popularity of South African wine there has also been resurgence in the popularity in Mediterranean varietals and knew we needed to develop a brand that fulfilled this combination.’
Renowned Paarl producer Simonsvlei provided the ideal partner to help Crush develop three distinct wines that combine the very best winemaking techniques of the New World with the unique character of the Old World varietals. The red is a brooding and rich blend of Shiraz, Mouvedre and Carignan whilst the white is an evocative blend of Chardonnay, Viognier and Verdelho. The Shiraz Rosé sets itself apart from the usual deeply coloured South African rosés expected from this varietal displaying a paler rosé colour but retaining the ripe red fruit flavours that make this varietal so perfect for producing mouth-watering rosé’s.
Marketing Manager, Emma Clark, said ‘So pleased were we with the blends that we knew we needed to design a distinct, eye catching packaging that would set the wines apart from the crowd. We once again looked to the peacock and its tail feathers which we used as a symbol of the quality of the wine in the bottle. As for the name? Well what could be more fitting than ‘The Show Off’?’