Wine supplier Treasury Wine Estates will launch the Blossom Hill range, which is the UK’s highest selling white and rose brand, in Australia on May 16.
As AAP reports, Treasury Wine purchased the brand as part of its acquisition of the Diageo wine business in January. The company will initially release four varieties on the Blossom Hill label, rose, moscato, sauvignon blanc and shiraz.
“It’s been a phenomenal success in the UK, and when we look at the opportunity that it presents in Australia, we get really excited,” Treasury Wine’s managing director for Australia and New Zealand Angus McPherson said.
“It’s targeted a little bit at the millenial consumer (aged 20-plus), and a little bit female biased.”
According to the SMH, to minimise the ‘cannibalisation’ of Treasury’s other brands, the release will initially focus on independent retailers. In other words, it will not be available from Liqourland, Dan Murphy’s, BWS and so forth.
“It’s just the first phase of the launch. We’re using the same model that was used in the United Kingdom,” McPherson told the SMH.
“The strategy is make sure we see it well established in the independents first.”
While the UK version of the wine is sourced from US grown grapes, the Australian version will be made locally from local grapes.