The secret behind TWE’s success

26 November, 2019 by Deborah Jackson

Treasury Wine Estates (TWE) stole the night at the Australian Liquor Industry Awards (ALIA), winning six awards and being named highly commended in one of the major award categories.

We caught up with TWE’s ANZ Marketing Director, Ben Culligan, to find out the secret to their success, particularly for the Squealing Pig brand which is going from strength to strength in the Australian market.

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Squealing Pig was the real star performer at ALIA 2019, taking out four awards including White Wine $15 to $29.99; Rosé Wine; Canned Wine and Best Marketed Wine. And Culligan told National Liquor News that the brand’s success has “certainly exceeded our expectations and we are incredibly proud”.

“While quality and expertise underpin everything we do, Squealing Pig has had enormous success because it brings playfulness and fun to a typically serious category. Because it’s a brand that enjoys doing things differently, it’s our attitude that sets us apart from the rest as well as the fact that we are always open to exploring fresh and exciting opportunities.”

The Squealing Pig brand has been constantly evolving since it first launched as a standalone Sauvignon Blanc back in 2010. It now has the number one Rosé in Australia, as well as a Pinot Noir and a Pinot Gris in its stable. It’s also launched a range of spritzed cans and more recently the Squealing Pig Rosé Gin.

“As the Squealing Pig brand continues to grow, our consumer base is broadening because they trust the quality of the product we make and appreciate the brand’s continuous effort to evolve.”

But Squealing Pig wasn’t the only TWE brand the be recognised on the night. Other awards won were Red Wine – $15 to $29.99 for Pepperjack; Red Wine – $14.99 and under for 19 Crimes and Highly Commended Off-Premise Supplier of the Year.

“We feel incredibly honoured to be recognised for our efforts as a company, not just for the individual brands or products. We have a dedicated team who are constantly striving to stay one step ahead of the game in order to drive off-premise sales. They are always looking to evolve the strategies we use in order to meet the needs of our consumers whether that is through relevant partnerships, innovation or technology.

“We are incredibly proud to have been as successful as we have been this year, especially as the calibre of our peers is at an all-time high. It’s a fantastic night and it’s the people who attend ALIA that make it the success that it is. It’s important we stop and take the time to celebrate the achievements of all the nominees and finalists. Congratulations to everyone involved.”

Shane T Williams presents Squealing Pig with the award for best Rosé Wine.