Drinks Trade

Watkins Wine Group has announced its latest innovation, a rosé wine infused with marine collagen sourced from the skin and scales of fish.

Launched under the Group’s newly-established Pure Glow brand, Pure Glow Rosé starts as a base of Sustainable Winegrowing Australia-certified Grenache, Shiraz, and Merlot that is vinified to an abv of 9.5%. After this, it is infused with an unspecified quantity of marine collagen, a widely used beauty, health, and wellness peptide.

Founder Jo Watkins is hopeful the new release will appeal to both established moderation trends and to consumers aware of collagen’s usual uses.

“Pure Glow Rosé represents a truly unique connection between conscious living and luxury,” said Watkins, who is also the Export, Sales and Marketing Director at Watkins Family Wine.

“We set out to craft a wine with innovation at its core and create an experience that resonates with the new cohort of wine drinkers entering the market today.”

The use of marine collagen was chosen by winemaker Sam Watkins due to it generally being considered a more sustainable than alternative collagen options. In Australia, marine collagen is expected to grow at a compound annual growth rate of 10.3% up to 2030.

“Pure Glow is part of the new wave of drinks that break tradition by fusing trends and concepts from across different categories, which we hope will pique the interest of those not entirely familiar with wine, or perhaps don’t see themselves in what is traditionally marketed in the wine category,” said Jo Watkins.

“I am proud to bring such an exciting innovation to Australia alongside my brother.”

Pure Glow Rosé is now available online and at select liquor retailers for $25.

- Cody Profaca