Wine supplier Treasury Wine Estates will launch the Blossom Hill range in Australia on May 16.
Treasury Wine acquired the Blossom Hill label when it bought the Diageo wine business on January 1 for $US600 million.
“It’s been a phenomenal success in the UK, and when we look at the opportunity that it presents in Australia, we get really excited,” Treasury Wine’s managing director for Australia and New Zealand Angus McPherson said.
“It’s targeted a little bit at the millenial consumer (aged 20-plus), and a little bit female biased.”
McPherson would not disclose how much revenue the company expects Blossom Hill to generate in Australia.
“But what I will say is that it will be one of our three major launches in the Australia and New Zealand market over the next 12 months,” he said.
“Clearly, we will be incredibly focused behind this brand and expect it to be very successful.”
The Blossom Hill range in Australia will initially include four varietals: Rosé, Moscato, Sauvignon blanc and Shiraz.
In the UK, the Blossom Hill range is made from grapes sourced in the US, but the wines sold in Australia will be sourced and made here.
Treasury Wine hopes to launch the Blossom Hill brand in Asia before Chinese New Year in 2017.
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