Treasury Wine Estates has launched a brand in the US “co-created” with Hispanic consumers, a cohort buying wine more quickly than the overall market, the company said.
The Australian wine group said Convida – which it translates as “with life” – was developed around “Latino traditions”. It held “extensive listening sessions” to garner feedback from “thousands” of Hispanic consumers.
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Treasury Wine Estates consumer insights senior manager Chris Hernandez said: “Hispanic consumers are increasing wine consumption faster than the general market, yet wine hasn’t always reflected how the Hispanic community gathers and celebrates.
“Convida is our way of changing that. We’re challenging the conventions of wine by centring Latino flavours and bringing a more culturally relevant, expressive point of view to the category.”
The debut line-up comprises two California-made wines, Convida Blanco and Convida Rosado, which the Penfolds maker said are intended to meet demand for more “expressive, food-friendly options”.
It positioned the wines around a “swicy” flavour profile – blending sweet and heat with layers of fruit, citrus and spice.
Each bottle features packaging inspired by Latin art and folklore, with labels showcasing alebrije-style imagery created by Mexican artist Alejandra Ballesteros.
The wines have a suggested retail price of $14.99 per bottle. They range is initially available at selected retailers in Texas and California, with Florida due to follow.
The launch follows Treasury Wine Estates’ recent introduction of its Frame of Mind portfolio in the US – a range designed to align with drinkers’ “moods”.
Shares in the company have more than halved over the past 12 months amid weaker category trends in the US and China.
In the six months to the end of December, Treasury Wine Estates posted a net loss after tax of A$649.4m, versus A$394.4m a year earlier, after the Daou Vineyards owner took a non-cash pre-tax impairment charge of A$987.6m ($699.5m) on its first-half results.
Earlier this month, Robert Foye, a shareholder and former Treasury Wine Estates executive, wrote to chairman John Mullen proposing measures aimed at lifting the share price, which includes reviewing its US operations.
