The Seaswept Wine Blend: A New Sensation Set to Woo Gen Z Drinkers

Seaswept is a new Sauvignon Blanc and Pinot Grigio wine blend that boasts an 11.5 percent ABV.

Sauvignon Blanc and Pinot Grigio seem like two varietals that should have always hooked up and gotten together.

And now, they have, in Seaswept, an exciting new wine blend from Josh Cellars.

“We felt there was an opportunity to refresh the rules of wine by creating a crisp and easy-sipping wine,” says Wayne Donaldson, global head of production, Deutsch Family Wine & Spirits, which owns Josh Cellars. “That’s why we decided to utilize California’s lightest white varietals, Sauvignon Blanc and Pinot Grigio.”

The two varietals really complement each other, Donaldson says. Sauvignon Blanc brings a crisp minerality and lifted citrus aromatics, and Pinot Grigio attributes a softer, almost cooling experience,” he says. “Blended together they harmoniously created a perfect light bodied refreshing wine that is a well-balanced companion to a summer day time hangout with friends.”

This “hangout vibe” is what Josh Cellars is aiming for with Seaswept. “This is a wine that could accompany other high energy hangout drinks that have become popular amongst this younger generation,” Donaldson says. “We felt there was an opportunity to refresh the rules of wine by creating a crisp and easy-sipping wine that could accompany other high-energy, hangout drinks that have become popular.”

The grapes are all sourced from the cool regions of the Sacramento delta. “Cool evenings and afternoon breezes created the perfect growing conditions, which is combined with access to many different soil types, including sand, clay, loam, granite, volcanic ash, seabed soil, and river-run gravel,” Donaldson says.

Seaswept, in particular, is aimed at a younger generation, says Dan Kleinman, chief brand officer, Deutsch Family Wine & Spirits.

According to Josh Cellars, their proprietary Occasions Framework Study involved over 25,000 consumers. The study demonstrated a significant disparity in the energy and mood of younger generation’s drinking occasions.

Basically, capturing the attention of Gen Z drinkers, particularly in the Hanging Out group occasion, necessitates offering appealing, vibrant, and entertaining choices. Kleiman notes that younger consumers typically perceive wine as rather formal rather than these things.

The brand believes it’s leveraging its approachability and creativity in Seaswept. Kleiman further explains that they aim to provide an experience as refreshing and carefree as a beach day, resulting in a new type of lower ABV wine that consumers can enjoy outdoors in warmer weather, similar to seltzer, RTD, or beer.

Kleiman predicts that Josh Cellars will gain a younger fan base, particularly as the wine comprehensively caters to this generation’s high-energy occasion needs.

“For example, Seaswept is visually showcased in a manner more akin to other refreshment-led beverage alcohol categories, such as on the beach and amongst a group of friends during an afternoon hang-out,” Kleiman adds.

Since Seaswept is “the perfect festival offering,” Josh Cellars is activating a large-scale experiential tour at popular music festivals around the nation. “This will continue to meet the target consumer where they are,” Kleiman says.

About the Author: Chris Lehoux

Meet Chris Lehoux, an experienced wine connoisseur and dedicated blogger with a deep passion for all things wine-related. With years of expertise in the industry, Chris shares insightful wine reviews, valuable wine tasting tips, expert pairing advice, and captivating tales of vineyard visits. Join Chris on a journey through the world of wine, where every sip is an adventure waiting to be savored!