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Treasury Wine Estates’ Blass wine range - Product Launch

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Treasury Wine Estates' Blass wine range

Treasury Wine Estates’ Blass wine range

Treasury Wine Estates’ Blass wine range

Category - Wine, Australia

Available - From this month

Location - US, nation-wide in on- and off-premise channels

Price - All three carry SRP of US$15 per bottle

Treasury Wine Estates has released details of a three-strong wine range for the US, called Blass. The brand has been created by Treasury's Wolf Blass division in the Barossa valley region of Australia and comprises three varietals - a Chardonnay, a Cabernet Sauvignon and a red blend, all from 2016.

The launch comes at a time that US interest in Australian wine at $15 and above is growing. Citing figures from trade association Wine Australia, Treasury said: "Bolstered by a favourable exchange rate and a wider array of choices, premium Australian wines in this price range have seen some 60% growth in the US since 2012."

Aaron Ridgway, head of market for the Americas at Wine Australia added: "This is the most exciting time for Australian wine in the US in a decade. A wide selection of wines at $15-$20 is critical to the success of any imported wine category, and Australia's rapid growth in this price range creates a very positive outlook for the next twelve months and beyond."

Last month, Treasury posted an 11% lift in group sales for the 12 months to the end of June. Following the results announcement, CEO Michael Clarke told just-drinks the company is in takeover negotiations with several wineries in the US. "We've proved to the market that we can take US brands and grow them profitably outside of the country," Clarke said. "Our Asia has business has gone from a two-value share to a 20-value share of the US category over the past year."

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Show the press release

Wolf Blass, one of the most celebrated names in Australian winemaking, announced today the introduction of a new collection of wines to the U.S. market called simply 'BLASS.' The new BLASS collection includes a Chardonnay, a Cabernet Sauvignon and a red blend from premium vineyards in some of South Australia's top regions.

BLASS takes inspiration from winemaking pioneer Wolfgang Blass, who as a young man emigrated from his German homeland to Australia's Barossa Valley in 1961. Chasing his dream of making distinctive, bold-flavored and eminently drinkable wines, Blass worked tirelessly, finally cobbling together enough money to open his own winery a mere five years later. In the years that followed, he pushed the boundaries of Australian winemaking, introducing a bold, approachable style that revolutionized the way Australians enjoyed wine. Along the way, he also earned a permanent place in that country's winemaking history with a record four Jimmy Watson trophies – Australia's most prestigious wine award – for his iconic Black Label Shiraz-Cabernet Sauvignon blend.

The new BLASS wines harness the confident and innovative spirit of their historic founder in three exceptional bottlings: the BLASS 2016 Reserve Chardonnay ($15), the BLASS 2016 Reserve Cabernet Sauvignon ($15) and the BLASS 2016 Reserve Red Blend ($15). Crafted with fruit from some of the most sought after vineyards in South Australia, the wines exemplify Blass' charismatic personality, his unconventional winemaking approach and his relentless pursuit of excellence.
Each wine features a stylish, minimalistic package with the BLASS moniker prominently displayed below a soaring eagle triumphantly taking flight. The sleek label visually communicates a modern, approachable wine style and the promise of a rewarding wine drinking experience in every bottle.

Explains Emma Brown, Senior Brand Manager for BLASS in the Americas, "Chasing excellence has always been a part of our brand history, and the BLASS collection is no different. We're excited to introduce U.S. wine lovers to these delicious, bold-flavored wines that beautifully express Australian winemaking at its best."

The introduction of BLASS wines coincides with a resurgent $15+ Australian wine category in the U.S.  Bolstered by a favorable exchange rate and a wider array of choices, premium Australian wines in this price range have seen some 60 percent growth in the U.S. since 2012 (source:  Wine Australia).

"This is the most exciting time for Australian wine in the U.S. in a decade," explains Aaron Ridgway, head of market, Americas for Wine Australia.  "A wide selection of wines at $15-20 is critical to the success of any imported wine category, and Australia's rapid growth in this price range creates a very positive outlook for the next twelve months and beyond."

BLASS wines will be available at better chain retailers, independent wine retailers and restaurants in major markets around the country. BLASS is marketed in the U.S. by Treasury Wine Estates.

Original source: Company Release


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