Treasury Wine Estates is bringing its multi-region wine brand Squealing Pig to the UK.
The brand, the first of its kind for TWE, is designed to “offer consumers the chance to discover wines from Australia, New Zealand, France Argentina, and Italy all under one brand”.
Its six-strong range includes sauvignon blanc, chardonnay, malbec, primitivo, picpoul and grenache syrah carignan wines (rsp: £10/75cl).
The brand “highlights our ability to source quality wines from across the globe”, said TWE European marketing director Kirstie McCosh.
“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.”
Like TWE’s 19 Crimes brand, Squealing Pig bottles are equipped with augmented reality labels that ‘come alive’ when viewed through an app.
It follows a string of highly successful new brand launches from TWE: the fledgling 19 Crimes added £11.8m to its value over the past 12 months after picking up a slew of listings in the mults [Nielsen 52 w/e 20 April 2019].
Meanwhile Embrazen, the brand TWE launched in February themed around ‘female trailblazers’ of the 20th century, won listings for both its SKUs in Asda with the retailer’s shake-up of its BWS aisles last month.
TWE’s European MD Michelle Brampton was in May appointed as a board member of the WSTA, having taken up her role at the helm of the supplier in late 2018.
Read more: meet the new faces guiding booze brands through Brexit and beyond
No comments yet