Issue link: http://digital.copcomm.com/i/72473
Like a Good Neighbor When the brand approached Lody Abdulnour, owner of Glenmar Liquors in Burbank, CA, about selling Double Decker wines, it was a relatively easy decision for her to make. It has unquestionably Double Decker wines boast screwtop caps and a low price point, making them an easily portable, affordable option for casual get-togethers. among similarly priced peers, and will help the wines' burgeoning fan base keep these unique labels top-of-mind next time they're shopping. Brand loyalty is expected to play a crucial part in the growth of Double Decker, according to Moss. A Vehicle for Success "We're an everyday wine," Moss explains. "Even when our target market gets into more higher-end wines, we feel they will still come back to Double Decker because it is such an easy, affordable wine to enjoy at simple, casual gatherings." So far, Double Decker is shepherding its public development with solid success. In the few months since the wines have launched, they have cultivated a strong reputation as ideal neighborhood wines that are great to share with family and friends. "People have discovered that it's good to have a bottle of Double Decker Pinot Grigio in the cooler for summer, wherever they go," says Moss. Tasting Notes Double Decker 2010 Pinot Grigio The gentle hints of apple and white flowers first arouse the senses and quickly flourish into crisp forward strokes of orange and grapefruit on the palate, creating a bright acidity which, with a revving up of mineral- ity, sustains to the end of its smooth ride. Double Decker 2010 Zinfandel Deep aro- matics of blackberry and currant are augmented by a slight hint of cocoa, setting the stage for a jammy, chewy flavor expression whose tannins are gently curtailed by sleek acid and a lingering finish. Double Decker 2009 Red Blend The wine builds a definite momen- tum throughout the tasting experience, engines purring as fruity aromas segue into raspberry and blackberry notes. Spicy red fruit is at the wheel as the adventure continues for an extended finish. july 2012 / the tasting panel / 57 Lody Abdulnour of Glenmar Liqours in Burbank, CA. turned out to be a smart move on her part. "The Double Decker wines have been flying off the shelves since we started selling them," Abdulnour says. "Most of my regular customers that live in the huge residential area in this community pick up a couple of bottles at a time." And much like the neighbor- hood clientele that has swung by her store and purchased Double Decker wines, Abdulnour herself has become enamored with the casual, exuberant ambience that seems to radiate from each bottle. "I was attracted to the wine from the moment I saw its label," the retailer says.