TWE launches new aperitif brand
Treasury Wine Estates (TWE) has announced it is launching a new brand, which has been created to make the most of Australia’s growing aperitif trend.
A’tivo is described as a “refreshing new Australian aperitif that is created to be enjoyed over ice”. The Spritzed White has a twist of lime, while the Spritzed Rosé has a twist of raspberry and both will be available to retailers from this month.
According to TWE Managing Director for Australia & New Zealand, Angus McPherson, A’tivo was designed to expand wine occasions.
“Our research tells us that consumers are looking for refreshment in 30 per cent of their drinking occasions, but in these situations traditional wine styles aren’t a popular choice. A’tivo is a wine category disruptor – we are giving wine products a place where beer, cider, aperitifs and cocktails usually feature,” he said.
“A’tivo has been made with the consumer front of mind – it gives people a refreshing style, with flavours and packaging that is on-trend, and flexibility – this is not about tradition or rules. By opening up new occasions, A’tivo complements other offerings in TWE’s Masstige portfolio.”
The launch of A’tivo will be supported by brand visibility in retail stores and through on-premise activations, as well as influencer engagement, social media and digital content.
Both styles are Riesling-dominant blends, with a small portion of Red Frontignac added to the rosé blend and both have a $20 RRP.