Treasury Wine Estates is expanding its Blossom Hill portfolio in the UK with Gin Fizz, a sparkling blend of white wine, botanical-infused water and a dash of gin.
Created to tap into botanical flavour trends, the line is available in two variants: lemon and rosemary, and rhubarb.
With an ABV of 8.5%, Gin Fizz should be poured over ice and served with a garnish before drinking, Treasury Wine Estates said. The product will be stocked in the sparkling wine bay and neck tags will feature on-pack, highlighting the serving suggestion.
Treasury Wine Estates global marketing manager Bo Jakubenko said: “We’re really excited to bring Gin Fizz to market – it’s the result of direct customer feedback about what they want to see from the Blossom Hill brand and the wine category in general. We know that gin is booming and that people are looking for refreshment and convenience from their drinks purchases.
“With Blossom Hill’s Gin Fizz we have developed a product that responds to this need. With its delicious, refreshing taste, coupled with the convenience of simply pouring it over ice, we’re confident Gin Fizz will prove successful with consumers by offering them something new and innovative from a well-established brand.”
“The launch further underlines our determination to modernise the Blossom Hill brand and to help make the wider wine category more relevant.”
Over the next year, Treasury Wine Estates is supporting the Blossom Hill brand with a £1 million through-the-line marketing campaign that will focus on the digital space, working with influencers to tell the story of the brand.
The Gin Fizz launch will be supported by in-store activations and an experiential marketing campaign featuring the Gin Fizz botanical bus, visiting events during the summer.
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