Treasury Wine Estates is to launch new packaging for the Blossom Hill brand.
The winery has updated the labelling across the entire Blossom Hills portfolio to give it a more “modern and sophisticated” look, it said today. The redesigned bottles, which will roll-out across the UK grocery channel by the end of May, aim to bring younger consumers to the brand.
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“We know that Blossom Hill has strong brand awareness,” said TWE’s head of marketing for Europe, Middle East & Africa, Ben Blake. “We want to continue recruiting new and younger shoppers into the wine category, whilst reaffirming our positioning as an easy drinking, fruit-forward wine to share with friends – the new packaging is certainly more reflective of this.”
The range, which includes White Zinfandel, Grenache Rose and Merlot varietals, will have an SRP of GBP6 (US$8) per bottle.
Last month, The Wine Group paid around AUD100m (US$76.9m) for the US licenses of four of TWE’s value wine brands.
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