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Treasury Wine Estates has announced the introduction of the Blossom Hill brand into the Australian market, following the acquisition of most of Diageo’s wine division last year.
The Blossom Hill brand, established in California in 1992, is a multi-million case brand, and is the leading white wine and rosé wine, and number two red wine sold in the UK. It is described as a light, approachable and easy drinking wine with taste at the forefront. The wines to be sold here in Australia will be made here and have a distinctively Australian flavour.
TWE’s Managing Director for Australia and New Zealand, Angus McPherson, said the launch is not only one of the most significant for TWE in 2016, but it is also big news for independent retailers seeking to attract millennial shoppers into the wine category.
“We know that many people simply want to enjoy their wine, not to debate it or be confused by it. Those who have had limited exposure to wine and find wine-shopping intimidating may revert to cider or RTDs. In contrast Blossom Hill wines are accessible, approachable and full of fruity flavours. Taste comes first and foremost; we prioritise fruit flavours when making these wines - from tropical fruits to strawberries, peaches and berries,” McPherson said.
Distinct from those sold in the UK, the wines launching in Australia have been sourced and made in Australia, with four wines comprising the initial release – Rosé, the signature variety, which is currently experiencing 19 per cent value growth in Australia, as well as Moscato, Sauvignon Blanc, and Shiraz.
With a RRP of $12.99, Blossom Hill will be sold through independent channels across Australia from 16 May 2020 and will be supported by strong marketing and consumer sampling activity. Australia is the first market where Blossom Hill bottles will feature the fresh, new global packaging designs for the brand, which will be introduced in the UK in June and other markets in future.
Blossom Hill will appear on shelf in independent retailers from next Monday (16 May 2020).
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