Treasury Wine Estates has announced the launch of its first multi-country of origin wine range into the UK market.
A portfolio of six wines, Squealing Pig has been created to appeal to consumers who like to discover authentic products first-hand.
The full Squealing Pig range includes: Sauvignon Blanc, Marlborough, New Zealand; Chardonnay, Padthaway, Australia; Malbec, Mendoza, Argentina; Primitivo, Puglia, Italy; Picpoul de Pinet, France; and Grenache Syrah Carignan, Languedoc, France.
“Squealing Pig is a unique proposition from TWE,” said Kirstie McCosh, European marketing director at brand owner Treasury Wine Estates. “It is one of our first multi-country of origin brands and highlights our ability to source quality wines from across the globe. This is not only important in the current climate, but is also key when it comes to engaging our target consumer who demands ever more choice.
“With Squealing Pig, we are giving consumers something new and exciting – the chance to easily explore different wine varietals from different countries all under one trusted brand, a unique brand personality which already resonates with consumers across the pond, and industry-leading AR technology. We are really excited to see how this market responds to it.”
Treasury Wine Estates will support the launch with a marketing campaign comprising in-store, social, digital and sampling activity.
The wines are now available in the UK with a recommended retail price of £10 per bottle.
Earlier this year, Treasury Wine Estates expanded its Blossom Hill portfolio in the UK with Gin Fizz, a sparkling blend of white wine, botanical-infused water and a dash of gin.
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