Treasury Wine Estates (TWE) will introduce one of the UK’s most popular wines, Blossom Hill, to the Australian wine market, with the brand to appear on-shelf in independent retailers from May 16.
Established in California in 1992, Blossom Hill is a multi-million case brand and is the leading white wine and Rosé wine, and number two red wine, sold in the UK (Nielsen Scantrack MAT to 30/1/16).
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,” he said. “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.”
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 (Aztec Australian Liquor Weighted, MAT 20/3/16) as well as Moscato, Sauvignon Blanc, and Shiraz.
With an RRP of $12.99, Blossom Hill will be sold through independent channels across Australia from May 16 and will be supported by strong marketing and consumer sampling activity.
