Truvée: Treasury’s All-New, Female Wine Brand

Treasury Wine Estates is set to relaunch the Truvée wine brand globally this month - starting in Australia - with a new look and marketing strategy that has been designed by women for women.

Truvée joined TWE’s portfolio in 2015 when the company acquired Diageo’s wine business. Unhappy with the way that the brand had previously been marketed and even some consideration into dropping the brand, TWE looked to a group of women from different areas of the company to see if they could refresh Truvée and give it a new direction.

This group’s goal was to create a wine that they and other women would drink. Truvée now launches with new varieties, packaging and brand communications targeted specifically at females aged 30-40.

Kristy Keyte, Global Business Director of Marketing and a member of the group that redeveloped the rebrand, said, “What’s interesting is the way that we’ve pulled Truvée together - it’s a very unique business approach to creating a brand.

“Essentially, we gathered seven women from across TWE to co-create the redevelopment of Truvée. These are women that don’t usually work together to co-create brands, which enabled them to bring a unique view to the table and I think that’s given us a much better approach in terms of tapping into women.”

Truvée will launch with a pinot gris and rosé, based on the growth of these varietals (18 per cent and 25.6 per cent respectively), and followed by a pinot noir from early 2017 and a sparkling wine later in the year.

The brand is already being ranged in BWS, with plans to launch into other leading retailers by the end of the year and early into next year.

Keyte said the reception from retailers so far has been really positive.

“The reception from retailers has been really phenomenal. They’ve really bought into the idea and the authentic approach that we have applied to this brand, so that has not been a difficult conversation.”

“We know that females love to hear stories about other females who are doing what they want to be doing and we’d like to help women discover their hidden depth, in-store and out, by providing them with tickets to inspiring events and courses, big and small.”

What about men?

New research shows that more men are drinking rosé than we previously thought and a female-targeted approach could leave this group of consumers feeling alienated. Yet Keyte explained that while this is a wine for women, she expects many men will also be interested in the brand.

“We know that women do a lot of the shopping in this space and expect that men will drink this wine with women, with their partners. But in terms of where we’re targeting our efforts and our marketing is with women.

“Despite having seven women from our business work on this product, it has not alienated the men within our business. In fact, they’ve been hugely supportive, and the same goes for our customers that we’ve presented to - they’ve all been male buyers and they’ve really bought into it, they can see how it works and are happy to drink it themselves.”

Tasting notes

Truvée Rosé 2015 (RRP $19.99)
Soft petal pink in colour with notes of pomegranate and red berries and flavours of strawberries and cream, plus a hint of blood orange.

Truvée Pinot Gris 2015 (RRP $19.99)
A modern, dry style of wine with a delicate rose petal scent and fresh, fruit-driven characters that derive a subtle hint of orange blossom and a clean and lengthy finish.

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