TWE’s prep for a pink spring and summer
Once again it looks as though Australia is heading for a pink spring and summer, with the consumer appetite for pink drinks showing no sign a abating.
As preparation for this year’s peak pink seasons, Treasury Wine Estates (TWE) has been delving beyond just a pink look, and has developed new drinks to build upon the pink trend, as Marketing Director ANZ, Ben Culligan explained.
“It’s been great to see the explosion of pink drinks both here and overseas and we are proud at TWE to be a major part of the pink trend in wine,” he said. “According to the IWSR, consumers’ fondness for pink drinks has been spurred by the rising popularity of rosé wine and appeals across all ages, and genders globally.
“When it comes to innovation in pink, Squealing Pig has launched not a new wine, but a gin with a wine twist. Capitalising on both the strength of rosé and gin – with gin being the fastest growing category of any alcohol – the label has merged categories to create Squealing Pig Rosé Gin. Available in late August, the approachable new gin is crafted with 10 botanicals and a dash of Squealing Pig Rosé wine, and is the first gin sold in Australia to contain pinot noir rosé wine.”
Speaking about some of the other TWE brands and the importance of innovation and what’s coming, Culligan added: “Innovation has also always been key to the success of Wolf Blass, a brand that is excited to launch a new range that celebrates expertise and innovation in wine: Wolf Blass Makers’ Project.
“Available from mid-August, the range comprises six new wines, each with an interesting winemaking twist. Two come in a pink hue – there’s a pink pinot grigio with zesty aromatics, pure flavour and a crisp, dry finish; and a reserve rosé from Langhorne Creek. Both are made using free run juice direct from the press.”
And while there will be an inevitable pink push for spring and summer, Culligan said it was important to remember that rosé is now enjoying year-round success.
“While there are lots of innovative pink drinks entering the market, we should remember that it all began with the success of rosé, which as a category is growing by 25 per cent with sales not affected by seasonal changes,” he said.
“The clear stand-out performer in Australia is Squealing Pig Marlborough Rosé. Growing by 79 per cent and made from aromatic pinot noir, it is the most popular rosé across all price points. Also keep an eye out for the recently released Squealing Pig Sparkling Rosé, in addition to Squealing Pig Spritzed Rosé in a 250ml can, which is the number one wine in a can in Australia.”
And there is more to come from TWE: “We’ve also added further shades of pink to our sparkling portfolio. Yellowglen, Australia’s number one sparkling wine, is releasing a limited edition celebratory sleeve in October for its Yellow Brut Cuvée. Inspired by the colour Living Coral – 2019’s Pantone Colour of the Year – the sleeve is modern, has clear shelf stand out and is set to entice impulse-buying female sparkling wine shoppers aged 18-34.
“Furthermore with Yellowglen Pink being the number one selling sparkling rosé in Australia, we also have available handy 200ml piccolos that come in a stylish pink floral design – perfect for BBQs, spring and summer parties and for those who don’t need a 750ml bottle,” said Culligan.