Treasury relaunches wine ‘for women’

Australian wine giant Treasury Wine Estates is relaunching an ex-Diageo wine brand made by and aimed at women.

Truvée, a range of wines made by the McBride Sisters in California, was first launched as part of Diageo’s portfolio in 2015.

Now, with Treasury having acquired Diageo’s wine business in January 2016, the brand, previously only available in the US, has been relaunched in Australia, with its target demographic unashamedly “women in their thirties”.

“We’ve never approached building a brand built by women, for women,” said Michael Clarke, CEO of Treasury, of the brand’s relaunch.

“We’ve got some blockbuster brands in America and Australia and we’re about to, I hope, build another blockbuster proposition that really connects with female consumers.”

Elaborating on the brand’s intended positioning, Clarke added: “We’re not trying to alienate men. This will be generally drunk by women. But blokes will also drink it when the wife puts it on the table.”

Drawing comparisons to the female appeal of brands such as Blossom Hill, Treasury’s global business director of marketing, Kristy Keyte said Truvée would be targeted at an older, more sophisticated female audience.

“It’s important for us as a business to consider that we do not have a one-size-fits-all when it comes to women,” Keyte said speaking to News.com.au.

The Truvée range in Australia will initially comprise of a rosé and Pinot Gris, and will be available at AUS$20 a bottle, with a Pinot Noir and sparkler expected to be added to the range in 2017.

Truvée will be launched in Europe, Asia and the US in 2017 and 2018.