Treasury Wine Estates The Stag range

Treasury Wine Estates' The Stag range

Treasury Wine Estates' The Stag

Category - Wine; Chardonnay 13.5% abv, Shiraz 14.5% abv 

Available - From July

Location - Australia, nation-wide

Price - SRP AUD19.99 (US$27)

Treasury Wine Estates (TWE) has unveiled a new Victorian wine range as it ramps up its "regional gems" strategy announced in February.

The Stag range, from the St Huberts winery, consists of a Chardonnay and a Shiraz and aims to attract a younger, male audience. The company said the range was created to strengthen and broaden the appeal of St Huberts to 28-40 year old urban males with reasonable wine knowledge while still attracting the brand's older core consumers.

TWE described The Stag as one of the most important innovations for the regional gems portfolio this year.

"When we announced the regional gems strategy in February, we committed to reinvigorating a number of our treasured regional wines that have strong heritage and winemaking pedigree, but have not yet realised their potential," said TWE's MD for Australia and New Zealand, Angus McPherson. "The Stag launch is a direct result of this strategy and the focus we've been able to give this portfolio through a dedicated team."

The launch of The Stag will be supported through national marketing activity incorporating in-store collateral and sampling, catalogues, digital and PR.

Under the regional gems strategy, TWE aims to give regional wine brands such as Coldstream Hills, and Devil's Lair the same support as its global brands, supported by a dedicated team led by regional gems GM Christian Sim.

This month, TWE said it is to sell off some of its Californian wineries as part of a shake-up of assets recently acquired from Diageo.