Morton Estate Launches Mimi as Fun

New Addition to Methode Traditionnelle Range

There's a new girl in town - an internationallyacclaimed New Zealand producer of Methode Traditionnelle wines is enhancing itsrange with a new, accessible addition designed to appeal to an urbane marketseeking a light sparkling wine (with a hint of France) for summer celebrations.

This month, Morton Estate Wines launches thedistinctively packaged Mimi, a new Methode Traditionnelle which will sellthrough supermarkets and wine stores at a recommended retail price of $17. Likethe other nine Methode Traditionnelles in the Morton Estate range, Mimi is asparkling wine produced using the traditional French method, in which the wineis made in the bottle from which it is consumed.

By contrast, many New Zealand sparkling wines,including a number of bestsellers, are made using the Charmat method, in whichthe wines are fermented in vats or large bottles and then decanted into thebottles from which they are ultimately consumed.

Morton Estate's General Manager Fiona MacDiarmid saysthe company developed Mimi as a delicious, drinkable Methode Traditionnelle tobe savoured at celebratory events, such as weddings, and over summer barbecuesand gatherings. "Bubbles evoke fun, good times, get-togethers with family andfriends, and we wanted to produce a Methode Traditionnelle with a fun, glamorouslook, and at an accessible price point, to fit that mood.

"Mimi will be on the retail shelves immediatelyfollowing her official launch on 14 October, in time for summer and its partiesand celebrations."

Mimi will join Morton Estate's other MethodeTraditionnelles in being exported to the company's largest offshore market, theUnited Kingdom, along with Hong Kong, China, Japan, Australia and the UnitedStates.

With Mimi, the Morton Estate portfolio of MethodeTraditionnelles runs the gamut from the high end to the highly accessible: theBlanc de Blanc, the Blanc de Noir, the Black Label Vintage, the Morton IQ 3, theMorton IQ 5, the Morton IQ 7, the Morton Premium Brut Methode Traditionnelle, andthe Morton Reserve Sec Methode Traditionnelle.

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