• August 9, 2007

A new grape juice based on the varieties of grapes usually associated with wine is launching in-store marketing efforts at Whole Foods Market.

First Blush, a premium varietal grape juice, is launching in Whole Foods Markets first in California, Arizona, Nevada, Illinois, Michigan, Minnesota, Missouri, Nebraska, Oregon, Washington and Wisconsin. Then, the juice will roll out nationwide over the next several months under an exclusive grocer distribution agreement recently forged between the two companies. A company rep says that the deal with Whole Foods is through the year, and then will expand to broader retail distribution in 2008.

First Blush juice is made from Cabernet, Merlot, Chardonnay and Rosé with no added sugar, no preservatives, no alcohol and no caffeine.

The company is running in-store sampling.

--Karl Greenberg