Treasury Wine Estates has launched its first multi-country of origin wine range, Squealing Pig, into the UK market.
A six-strong portfolio offers consumers the chance to discover wines from Australia, New Zealand, France, Argentina and Italy all under one brand.
The brand has been created to appeal to consumers who “like to discover authentic products first-hand and who crave new and exciting experiences that they can share with their peers”. To this end, the Squealing Pig range features TWE’s Living Wine Labels augmented reality technology.
The full range includes:
- Sauvignon Blanc – Marlborough, New Zealand
- Chardonnay – Padthaway, Australia
- Malbec – Mendoza, Argentina
- Primitivo – Puglia, Italy
- Picpoul de Pinet – France
- Grenache Syrah Carignan – Languedoc, France
The wines are available from Bestway Wholesale with an RSP of £10 for a 75cl bottle.
The launch is supported by in-store, social, digital and sampling activity.
Kirstie McCosh, European Marketing Director at Treasury Wine Estates, commented: “With Squealing Pig we are giving consumers something new and exciting – the chance to easily explore different wine varietals from different countries all under one trusted brand, a unique brand personality which already resonates with consumers across the pond, and industry-leading augmented reality technology. We are really excited to see how this market responds to it.”