JOY is a new category of lifestyle wine specifically created with Gen Z and millennials mindset. An exciting newcomer in the wine industry JOY is set to make a vibrant debut to the masses in August, as it launches exclusively with ASDA from £6 a bottle.
Supported by 4 key offerings 3 Wines and & spritz – red, white, rosé and orange spritz. JOY can be enjoyed in multiple settings such as an informal meal at home; celebration at home; on-the-go at a picnic, BBQ, festival, restaurant & bar with friends.
Backed by CYT, renowned for their exceptional premium wines from the Americas, consistently delivers outstanding, inspirational wine experiences. JOY has identified a lifestyle proposition that makes wine straight forward, accessible and less serious, helping Gen Z and younger millennials unlock the joy in wine for the first time and start them on their journey of discovering the pleasure in wine.
Crucially this wine looks different, talks differently (talks their language), is funny, inclusive and behaves more like a spirits brand than a wine brand. Joy’s core values include music and positivity that knows no bounds. JOY has been created to empower those who are fun, standout, seriously unserious, inclusive, Colorful and upbeat. JOY is a Certified B Corporation (red, white & rosé only and is priced at £7.50 and the promotional offer for JOY will be £6.50
As we prepare to unveil JOY to the world, we are thrilled to have Ella Eyre perform at our launch party “The Drop”, who is an essential part of our joyful journey. Ella is known for her collaborations with Rudimental on their UK number-one single “Waiting All Night” (2013) which won the 2014 Brit Award for British Single of the Year.
Introducing JOY: The Flavours
JOY: JUICY RED
The Perfect Serve Just add lemonade, orange slices
and fresh strawberries.
Testing Notes: Cherries, Strawberries, Violets
ABV: 10.5%
USP:Lighter alcohol
JOY: BRIGHT WHITE
The Perfect Serve : Mix with a splash of elder flower
cordial, fresh mint and top up with soda water.
Tasting Notes: Peach with subtle notes of
Jasmine, Citrus
ABV: 12%
USP: A sweeter, more accessible style of white
JOY: FRUITY ROSE
The Perfect Serve: Blend with frozen
watermelon or strawberries and vodka
Tasting Notes: Raspberries, Strawberries,
Citrus
ABV: 12%
USP: A pale but sweeter, more accessible style of Rose
JOY: ORANGE SPRITZ
The Perfect Serve: Just serve over ice
Tasting Notes: Tangy, Marmalade
ABV: 8%
USP:Ready to drink
