Blue Nun's Slogans & Taglines

Blue Nun is a historic German wine brand launched in 1923 by H. Sichel Söhne in Mainz, debuting with the celebrated 1921 vintage. Originally a Liebfraumilch—a medium-dry white wine—its iconic label was born from a printer’s error that turned the depicted nuns blue instead of brown, creating one of wine history’s most recognizable images. The brand pioneered mass-market wine globalization, with Peter Max Sichel’s 1960s marketing positioning it as a wine suitable “right through the meal,” eliminating intimidating food-pairing rules. At its peak in 1984–1985, annual U.S. sales reached 1.25 million cases. After declining in the 1990s, the brand was acquired by F.W. Langguth Erben in 1996 and revitalized with modern innovations including a signature blue bottle and a 22K Gold edition in 2014. Today, Blue Nun has evolved from its single Liebfraumilch identity into a diverse portfolio spanning Riesling, sparkling wines, and international blends, sold in over 100 countries.