Treasury aims to modernise Blossom Hill with launch of Gin Fizz

Treasury Wine Estates has launched a white wine and gin fizz fusion in the UK in an effort to modernise the Blossom Hill brand and inject “crucial innovation and growth” into the wine category.

Blossom Hill Gin Fizz is a sparkling blend of crisp white wine, botanical infused water, and a dash of gin, and is available in two flavours – Lemon & Rosemary, and Rhubarb. At 8.5% ABV, Gin Fizz should be poured over ice and served with a simple garnish.

“The launch further underlines our determination to modernise the Blossom Hill brand and to help make the wider wine category more relevant,” said Bo Jakubenko, global marketing manager at brand owner Treasury Wine Estates.

“We started this journey through the launch of Blossom Hill Pale Rosé, which was named Wine Product of the Year 2019 in the UK’s largest consumer survey of product innovation, showing that consumers are responding well to what we are trying to do.

“By focusing on what the consumer wants and making wine more accessible via a fun, approachable brand like Blossom Hill, we are helping to ensure future category growth.”

The Blossom Hill brand will be supported with a £1 million marketing campaign over the next year. The launch will be supported by in-store activations and an experiential marketing campaign featuring the “Gin Fizz Botanical Bus”, which will visit high footfall events during the summer.

Blossom Hill Gin Fizz (75cl) will be available at Asda, Morrisons, Co-op, Booker, Booker Retail Partners, Nisa and via wholesalers with an RRP of £9.