TWEs Blossom Hill range rolls out in Australia next week

TWE's Blossom Hill range rolls out in Australia next week

Treasury Wine Estates is to launch Blossom Hill in Australia as it starts to expand distribution of the former Diageo wine brands acquired at the start of the year.

Blossom Hill is the UK's biggest selling rosé and white wine brand and will roll out in the Australian off-trade from 16 May, TWE said today. Originally a Californian brand, the Australian variant will differ from its UK counterpart and be sourced and made in Australia. 

A spokesperson for TWE told just-drinks that it is not the first time Blossom Hill has been made outside of California. The UK range is sourced from California, but the brand "does not exclusively make wine sourced from Californian grapes", the spokesperson said. "Fruit is sourced from the regions which best suit the preferences of our consumers."

TWE's MD for Australia & New Zealand, Angus McPherson, said Blossom Hill's success lies in its "accessible, uncomplicated, fruity style", which has a strong appeal for the Millennial consumer. "We know that many people simply want to enjoy their wine, not to debate it or be confused by it," McPherson said.

Four styles comprise the initial release - Rosé, Moscato, Sauvignon Blanc and Shiraz.

Blossom Hill was one of a number of brands TWE bought from Diageo in January as the Johnnie Walker owner looked to divest its remaining wine assets. TWE's CEO, Michael Clarke, has said he is seeking a "global spread" for his US wine portfolio in the wake of the acquisition.