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 wine varietals complement each other beautifully, according to Donaldson. The Sauvignon Blanc contributes a crisp minerality and vibrant citrus aromatics, while the Pinot Grigio adds a softer, even cooling sensation. When blended together, they produce a light-bodied, refreshing wine that’s an ideal accompaniment to a summer daytime gathering with friends.”

The laid-back vibe is precisely what Josh Cellars aims to achieve with Seaswept. “This wine could sit well with other lively beverages that have gained popularity among the younger generation,” Donaldson explains. “We saw a chance to rewrite the wine rules by creating a crisp, smooth-sipping wine that can match other high-energy, social drinks that are currently in vogue.”

The grapes are all procured from the cooler regions of the Sacramento delta. “The cool nights and afternoon breezes provided perfect growing conditions, paired with access to varying soil types such as sand, clay, loam, granite, volcanic ash, seabed soil, and river-run gravel,” Donaldson elaborates.

Seaswept is particularly targeted at the younger demographic, adds Dan Kleinman, Chief Brand Officer at Deutsch Family Wine & Spirits.

Josh Cellars carried out an exclusive Occasions Framework Study, involving over 25,000 participants, reveals an interesting revelation about the drinking preferences of the younger generation. The study suggests a stark difference in the energy and mood associated with their drinking activities.

Addressing this, Kleiman states, “If we plan on capturing the attention of Gen Z drinkers, particularly during their ‘hanging out’ moments, we must present alternatives that are both lively and enjoyable.” On the contrary, wine has always been considered formal and not at all reflecting these attributes, in the perspective of these young consumers.

Seems like Josh Cellars has a strategic plan to combat this perception. Kleiman informs that by banking on their approachable nature and innovative spirit, they aim to bring forth an experience through Seaswept that mirrors the simplicity and joy of beach day. This positions their new low-alcohol wine as an outdoor beverage of choice during warm seasons, closely aligning it with the likes of seltzer, RTD, or beer.

Kleiman expects this venture to broaden their customer base with younger wine aficionados, primarily since this wine actually resonates with the high-energy events typical of this generation.

“For example, Seaswept is presented in a way that resonates more with other beverage alcohol categories that emphasize refreshment, like spending the day at the beach or hanging out with friends in the afternoon,” says Kleiman.

Because Seaswept is “the ideal festival drink,” Josh Cellars is launching an extensive experiential tour at popular music festivals across the country. “This will keep pace and engage our target audience at their comfort zones,” says Kleiman.