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Product Launch - US: Treasury Wine Estates' Be. collection

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Treasury Wine Estates' Be. collection

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Category - Wine, US, four variants

Available - From April

Location - US, nation-wide

Price - SRP of between US$9.99 and $12.99 per bottle

Distribution - Treasury Wine Estates

The Be. range, which comprises Pink Moscato, Chardonnay, Pinot Grigio and Riesling variants, has been designed to to appeal to the Millennial women demographic.

"Be. is about inspiring Millennial women to open up to the … world of wine without taking it too seriously," said Stephen Brauer, MD for Beringer BBU. "This launch of this brand is particularly important to us because the women behind its inception are among the most curious and influential in the industry right now.”


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