Camilleri Wines recently launched Zigland – a new range of three wines, consisting of a blend of Shiraz and Cabernet Sauvignon, a Chardonnay and a Rosè (which is a blend of Grenache and Carignan). Dubbed as Camilleri Wines’ “Fun but stylish range”, the production of the Zigland Range as well as the concept behind it, are a first both for Camilleri Wines and the Maltese market.

In line with the fun and stylish concept, the Zigland range was launched during a fun packed launch party on a barge, berthed alongside the stylish Valletta Waterfront quay. The barge was colourfully decorated in Zigland colours and things which depicted the Many Faces of Zigland. On board the barge DJ Gianni set the party going with his usual lively and vivacious exchanges to the delight of all those present.

Speaking at the launch Louie Camilleri, general manager of Camilleri Wines said: “The launch of ZigLand reinforces our commitment to supply the market not only with high level quality wines such as our Laurenti, but also wines that are new concepts and inspire new experiences. In line with the successful spell currently being enjoyed by our Laurenti wines, including the Laurenti Merlot-Cabernet which was launched just a few weeks ago, we are extremely confident that ZigLand, although targeted towards a different market segment, will definitely enjoy the same level of popularity and success.”

Mr Camilleri added that “the Shiraz-Cab Sauvignon in this ZigLand range is the winery’s first Shiraz from locally grown grapes. In fact, we are extremely proud of this new range of wines entirely made from grapes grown in Malta.

This confirms that Malta can not only produce quality wines, but can also do so at a constant pace and with optimal results.”

“Wine has been ‘cultured’ to such an extent that it is always and automatically associated with all that passes as culture. The ZigLand Range is a direct response to the misleading notion that wine only belongs to the culturally oriented, or the intellectual. Therefore, we have designed ZigLand in a way that appeals to the wine-funsters and to all those who don’t necessarily want to be too serious about wine. In other words, we believe that wine is a social beverage that needs to be lifestyled and enjoyed at all levels. Saying all this has been easy, but most wines have still been marketed and positioned in the conventional manner. We decided to convey our message through the product and through the way we position it,” explained Camilleri Wines Head of Sales and Marketing Claudio Camilleri.

Claudio Camilleri added: “We thought of all those potential wine drinkers out there who to date think that wine is a bit boring or up-tight and we figured that we could improve on this notion. Malta’s wine market is very traditional so we’ve tried to do something different. This ‘something different’ is called ZigLand and shows that we’re not afraid to burst the conventional bubble because first and foremost we have confidence in our product and we are also catering for the needs of the market that request a fun and stylish brand. We are also very confident that the market will respond positively to this new range. In addition to all this, together with Patrick Xerri and our contract growers, we have given the wine its due importance. Camilleri Wines is interested in producing quality products, and this range of three wines is perfectly in line with this.”

The many faces of Zigland developed by Camilleri Wines’ is a direct message to each and every individual who fits in the ‘potential wine lover’ bracket. This concept challenges the fact that quality wines are not only for the culturally oriented or for the intellectual circles.

Hence ‘The Many Faces of Zigland’ attempts to address individuals and groups who to date, felt that wine and its enjoyment are beyond their imagined possibility. Alas! Quality wines can be enjoyed by everyone and therefore, ‘no matter who you are, no matter where you are, no matter what you are and where you belong, ZigLand is for you’.

The Zig culture

This is for all those culture vultures who are still trying to come to terms with the name ‘ZigLand’. Let it be known that ‘Zigland’ is the name of an indigenous plant known as the Maltese Hyoseris. Well, actually its botanical name is Hyoseris frutescens but it’s more commonly (and rightly so!) known as the Zigland ta’ Ghawdex! This is a scarce small plant with fleshy evergreen leaves and yellow flowers that blooms all year round and grows in fields and on rocks near the sea, mostly in Gozo. In fact, while in Gozo this plant is still a common one, in Malta it is becoming quite rare. The Zigland ta’ Ghawdex is a protected flower thanks to an amendment in the Environment Protection Act of 1991. This amendment, passed in 1999 lists the Zigland ta’ Ghawdex as Protected Flora.

Don’t Zig and drive

The Zigland message for this summer: Don’t Zig and drive.

With Zigland, one can zig as much as he or she pleases but rule number one will always apply: Don’t Zig and drive. In Zigland, all forms of excess are strictly denied! And at a party, if you want to have the zig-time of your life, you don’t need to overdo it.

Zig quote: “Being a fun product, the Zigland fun range is bound to be the obvious fun beverage during parties and hang-outs. Camilleri Wines want to take the opportunity and make this fun and stylish wine range an inspiration for a healthy and safe enjoyment at social events. Excessive drinking especially when followed by driving many times has negative repercussions on all those involved. Camilleri Wines hope that this product will only inspire enjoyable evenings, positive experiences and fun events for all those enjoying Zigland. In this regard, the company has taken the initiative to emphasise the ‘Drink with Moderation’ message on all its Zigland labels. This communicates the company’s social contribution and awareness.