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E&J Gallo launches shimmering liqueur

American wine producer E&J Gallo has expanded its portfolio with the launch of Viniq in the US, which it claims is the country’s first shimmering liqueur.

E&J Gallo has launched Viniq, which claims to be America’s first shimmering liqueur

Made from premium vodka, Moscato, natural fruit flavour and a “one-of-a-kind shimmer”, Viniq shimmers when shaken and is aimed at millennial consumers.

The release gets its sparkle from the same ingredient used for frosting or rock candy.

It has been tested in seven markets including night spots in LA and Atlanta, and as a result of its success has been rolled out nationwide.

“With the national launch of Viniq, we are responding to an overwhelming amount of consumer and customer demand,” said Gerard Thoukis, senior director of marketing for Viniq.

“E&J Gallo is pushing the traditional category limits by introducing a new and innovative spirit, expanding our portfolio with completely differentiated offerings.

“Viniq was created with the on-trend millennial consumer in mind who is looking for something more than the current options.

“The product gives the on-trend millennial consumer a cocktail that is refreshingly delicious with a shimmery appearance that dazzles.”

Viniq is available to purchase now in either 375ml or 750ml bottles at an RRP of US$12.99 and US$19.99 respectively.

While there don’t seem to be any other liqueurs that claim to “shimmer”, there are a few that sparkle, including Nuvo, the sparkling liqueur once majority-owned by Diageo, and Goldschalger, which contains gold flakes.

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