Deutsch Targets Female Consumers With Flirt, A New California Wine

Just days after announcing plans to extend Yellow Tail with a red blend, W.J. Deutsch & Sons has unveiled another new red blend—Flirt. Created via a joint venture with Sonoma County-based Vintage Wine Estates, Flirt is a California offering whose first entry is a 2010 blend of Syrah, Zinfandel and Tempranillo. Retailing for $10.99 a 750-ml., Flirt is expected to hit store shelves by April.

The new wine brand targets female consumers, and is being promoted on point of sale materials with the tagline, “Your other wine will never know.” Nielsen reports that sales of red blends are up by more than 50% over the past year, a growth rate surpassed only by Moscato.