Treasury Wine Estates launched the Beringer Classics range at the LIWF trade show today

Treasury Wine Estates launched the Beringer Classics range at the LIWF trade show today

Treasury Wine Estates' Beringer Classics

Category - Wine, US, four varietals, 10% abv to 13.5% abv

Available - From this month

Location - UK, off-trade, available from Asda, Ocado and independent retailers

Price – GBP8.99 (US$14.20) per 75cl bottle

Distribution - Treasury Wine Estates

Treasury Wine Estates has lined up the launch of a new entry variant for its Beringer US wine brand in the UK.

The Beringer Classics range, unveiled at the London International Wine Fair today (22 May), has been designed specifically for the UK, where US wines are under-represented in the GBP6+ ($9.50) segment.

The range, comprising Cabernet Sauvignon, Chardonnay, Zinfandel, White Zinfandel and Merlot variants, will hit the UK off-trade this month at a price point of GBP8.99 per unit. Treasury expects the wines to appear at a promotional price of GBP5.99 each for a limited time in the supermarket chains.

The company claims that the GBP6+ premium wine segment is delivering growth in the UK, but that US wines account for only a 14% market share in volume terms. Australia leads the way in the premium price bracket with a 20% volume market share.